We've already seen that when there's a crossover between the traditional values of the BBC and the new world order of Conor McGregor there can be a bit of friction. However, just because all of their loyal followers are not fans of the featherweight champ, doesn't mean that the Beeb are willing to overlook a potentially huge new market.
The hip, young arena of the British national broadcaster, BBC Three, has recently moved online only after less than stellar viewing figures but that doesn't mean it's being forgotten about. Case in point, a deal has now been signed with the UFC to bring exclusive content to BBC Three in a move which is sure to grab quite a bit of attention.
It must be said that in terms of scope, the deal is quite limited. The main broadcast deal that the UFC have with BT Sport is not affected but the 'editorial and promotional partnership' will nonetheless bring live commentary, previews and behind-the-scenes content to the online-only channel beginning this week with the buildup to UFC London and Michael Bisping's headline bout with Anderson Silva.
The deal currently only involves the UFC's Europe, Middle East and Africa events but there is an option involved to expand that to all international events.
Speaking to the Sun, the UFC’s head of Europe, Middle East and Africa, James Elliott, was understandably pleased to announce the deal.
We are thrilled to be recognised as a valuable asset for BBC Three and the wider BBC Sport team.
Audiences across the UK & Ireland are becoming more and more knowledgeable about the skill, athleticism and ethics of MMA fighters and the great events and content produced by the UFC, which is driving fans to seek content from media outlets.
BBC Three is a perfect fit for UFC and we look forward to an exciting year working together to bring great content to their audiences.
As stated, the deal with the BBC is separate to the overarching deal with BT Sport that delivers the vast majority of the UFC's coverage to the UK and Ireland but with that deal expiring at the end of July, this latest deal is surely a taste of things to come.
Given the incredible, Conor McGregor driven, success that BT Sport has had with MMA over the past couple of years, there's going to be a considerable battle for those rights and with BBC showing their interest, things could certainly get very interesting, and lucrative for the UFC in the coming months.