The first numbered event in 2026 will be at T-Mobile Arena in Las Vegas Paramount
UFC and Paramount Skydance Corp. are deploying their promotional power to build buzz for their new media rights partnership, with a debut promo this morning and Dana White announcing the first big event at halftime of Chiefs-Cowboys on CBS.
The 60-second spot debuted Thanksgiving morning on the various social media pages of UFC, White and the Paramount+ streaming platform, and it alternates between clips of famous Paramount movies and shows such as “Mobland” and “Gladiator II” and fight action. The spot is part of a marketing campaign that Paramount is launching to drum up excitement about the seven-year, $7.7B deal, which is one of the first major moves under new leader David Ellison.
The ads are set to run across Paramoount+, CBS, cable networks, outdoor, theaters, digital and social. Paramount also [promoted the new UFC deal with an ad on the exosphere of the Sphere](/Articles/2025/11/24/f1-sponsors-take-over-las-vegas-again-for-third-running-of-strip-grand-prix/) during last weekend’s F1 Heineken Las Vegas Grand Prix, SBJ previously reported. The spot will start to run this weekend during high-profile sports programming, Paramount said.
Taking advantage of one of the biggest football games of the year, White, the UFC president and CEO, appeared on CBS at halftime of Chiefs-Cowboys to reveal the first numbered event of 2026.
UFC 324 will be held Jan. 24 at T-Mobile Arena in Las Vegas and air on Paramount+. The main event will be a lightweight bout between Paddy Pimblett and Justin Gaethje. The co-main event will be Kayla Harrison versus Amanda Nunes.
“All you need is Paramount+. No more pay-per-view,” White said during the segment.