4/7, 5:55 PM (Source: TeleTrader)
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Disney, UFC discussed $4.3 billion deal in 2016 - report

The Walt Disney Company and Ultimate Fighting Championship (UFC) had discussed the possibility of a $4.3 billion agreement under which Disney would have taken over the mixed martial arts promotion company in 2016, people briefed on the negotiations told CNBC on Thursday.

Then-Disney CEO Bob Iger decided against the deal as he felt it would not be compatible with Disney's family-friendly brand.

The media giant nevertheless bought rights to broadcast UFC on its ESPN division for $1.5 billion in 2018. If that deal gets extended next year, Disney will end up paying for more in the competition's TV and streaming rights than what it would have paid to own the entire UFC, according to the report.

Baha Breaking News (BBN) / MS