This Valentine’s Day NBCUniversal will either be giving WWE a big kiss or they’ll be breaking up.

The two parties are grappling over continuation of the sport-meets-reality TV programming on NBCUniversal’s USA Network and SyFy Channel.

An exclusive negotiating period ended last week with no deal in sight. We hear the pressure is on for a deal to get done in the next few days.

An industry source told On the Money, “NBCU has until Friday, Feb. 14, to respond to WWE’s final offer.”

It’s not clear where the price tag stands, but reports have suggested the last deal was priced at $140 million, and the WWE had been looking for a leap up that gives it a similar premium accorded to sports rights.

WWE — which announced the launch of its own over-the-top network for wrestling fans at CES — is one of the few things on TV ( besides sports) that fans want to watch live.

The question is, how badly does NBCU want to keep it? And where will it land if the two parties split up?

Next week, something could be very raw, and someone could be writhing in pain on the mat.

Stay tuned.