The Sports Business Journal reports that the UFC and DGital Media have struck a deal in which the company will launch a twice-a-week podcast featuring UFC President Dana White, fighters from the company and other notable figures.

Financial terms of the multiyear deal were not disclosed however SBJ reports that the companies will split advertising revenue from the podcasts.

DGital Media is the same company that produces NBA writer Adrian Wojnarowski’s “The Vertical Podcast.”

The podcasts begin June 21 featuring former UFC welterweight champion Matt Serra with comedian Jim Norton. The show, “UFC Unfiltered with Jim Norton and Matt Serra” will be 1 hour shows releasing on Tuesday and Thursdays. The usual platforms such as iTunes and GooglePlay will carry the shows for free download.

According to the SBJ article, the UFC had been considering launching a podcast “for a few years.”

Payout Perspective:

Believe it or not podcasts are a big media platform. The question is whether they could be monetized via advertising. The only real measure for podcasts is how many downloads they receive. Even then, its not known whether or not they are listened to by the consumer. Thus, for an advertiser, it becomes a gamble as to whether or not an ad is heard or if it just falls on deaf ears. The UFC seems positive that it can leverage this show to sell to its existing sponsors as well as others. It will be interesting to see if the podcasts become the go to place for fighters and it excludes other shows like “The MMA Hour.”