The upcoming UFC 326 event will mark a new stage in the UFC’s broadcasting arrangement as it will air live on CBS for the first time, in addition to its full coverage on the streaming platform Paramount+. Scheduled for March 7th in Las Vegas, the show will use this dual approach by sharing the last hour of preliminaries and the first hour of the main card on CBS, with the entirety of the event available on Paramount+. This hybrid broadcast strategy leverages the UFC 326 CBS Paramount broadcast partnership to reach a wider audience.
Main Attractions and Broadcast Details for UFC 326
While the exact fight order remains undecided, the marquee matchups are certain to remain exclusive to Paramount+. The main event will showcase the ‘BMF’ title bout between Max Holloway and Charles Oliveira, complemented by the co-main event pitting Caio Borralho against Reiner de Ridder. Fans tuning into both CBS and Paramount+ will have access to several bouts, but the headlining fights will be reserved on the streaming service, maintaining its status as the primary viewing platform for premium UFC content.
Historical Context: MMA Coverage on CBS Before UFC 326
CBS’s involvement in mixed martial arts broadcasting is not unprecedented but has been sporadic. In the late 2000s, CBS aired events promoted by EliteXC, drawing significant interest at the time. The channel’s first MMA broadcast in 2008 was headlined by YouTube’s bareknuckle star Kimbo Slice versus James Thompson, accompanied by names like Robbie Lawler and Gina Carano on the card. That event attracted an impressive average of 4.85 million viewers, notable figures for MMA coverage without the UFC brand attached.
Two subsequent EliteXC events followed on CBS. One featured Robbie Lawler against Scott Smith, along with fighters such as Nick Diaz, Jake Shields, and Cris Cyborg, but this card struggled with ratings, averaging 2.6 million viewers. The reliance on Kimbo Slice’s drawing power became evident. His return fight against late replacement Seth Petruzelli ended in a shocking 14-second TKO, yet still pulled 4.5 million viewers. However, Kimbo’s unexpected defeat severely affected the promotion, which was already facing financial challenges, ultimately leading to its closure.
CBS’s Strikeforce Broadcast Efforts and Challenges
Following EliteXC, CBS also aired events from Strikeforce starting in 2009. The debut Strikeforce broadcast showcased a heavyweight contest with legendary fighter Fedor Emelianenko facing Brett Rodgers, which managed to attract around 4 million viewers, indicating continued viewer interest despite being without Kimbo Slice. Unfortunately, a TKO loss for Fedor in the main event and subsequent events proved less successful.
The 2010 Strikeforce CBS event experienced notable controversy after a post-fight brawl erupted, initiated by Jason ‘Mayhem’ Miller provoking Jake Shields and resulting in a melee that included fighters Nick Diaz, Nate Diaz, and Gilbert Melendez. This disorderly conduct attracted negative coverage and, coupled with a dip to 2.9 million average viewers, contributed to the discontinuation of Strikeforce broadcasts on CBS.
UFC’s Rise and the Evolution of MMA Broadcasts
Since then, the UFC has transformed MMA’s presence on television, especially through major deals with FOX and ESPN that helped propel the sport into wider mainstream acceptance. Viewing habits have shifted accordingly, evidenced by almost 5 million viewers engaging with the inaugural UFC broadcast of this new era on Paramount+ last month. While network television is no longer the single most important platform, incorporating CBS broadcasts offers valuable exposure boosts for significant events like UFC 326.
Looking Ahead: CBS’s Continued Role in UFC Coverage
Beyond UFC 326, CBS will also simultaneously air the UFC: White House event slated for June, signaling a continued partnership to spotlight key shows. This approach will benefit the UFC, helping them reach broader audiences through network channels while maintaining comprehensive streaming coverage on Paramount+. The UFC 326 CBS Paramount broadcast collaboration reflects ongoing adjustments in sports media consumption, blending traditional television and digital streaming to maximize fan engagement and revenue opportunities.
“The event was watched by an average of 4.85 million viewers – strong numbers for an MMA event in those days, particularly without the UFC brand behind it.”?Ross Cole, MMA Insight
“Kimbo’s loss was a huge blow for the promotion, who were already struggling financially, and led to them folding soon afterwards.”?Ross Cole, MMA Insight
“The chaotic scenes were a bad look for the sport and garnered a lot of negative press, and together with the fact that the event had only averaged 2.9 million viewers it brought an end to Strikeforce events on CBS.”?Ross Cole, MMA Insight
“So network television is no longer the holy grail it once was, but being on CBS will still provide a very welcome boost to the UFC’s overall viewership for key events like UFC 326.”?Ross Cole, MMA Insight
