The imminent UFC 306 is poised to break previous sponsorship revenue records. Scheduled to take place at the newly inaugurated Sphere in Las Vegas, the forthcoming UFC event is distinctive in its kind as it’s the premier event to feature a title sponsor. Enhancing the novelty, it also marks the first live sports event to be held at the Sphere.
For UFC 306, all previous records of numbers of sponsors and sponsorship revenues have been surpassed. A solid source reveals that sponsorship earnings for the upcoming event have more than twice the record from the UFC 300 held last spring.
The introduction of the Sphere to the UFC nation has opened doors for new sponsorship avenues, as explained by the UFC’s EVP, Grant Norris-Jones, who also heads global partnerships. The Sphere’s existence has increased the event’s visibility, attracting sponsorships of impressive amounts, generally over the seven-figure mark.
Before the global pandemic set in, Norris-Jones had started conversations with potential sponsors. Ultimately, the Sphere played a pivotal role by enhancing wider awareness for the UFC event, inviting sponsors to look at it from a fresh perspective.
In a tribute to the forthcoming Mexican Independence Day as well as the title sponsor’s cultural and sporting festival in Riyadh, the official title of the event reads, ‘Riyadh Season Noche UFC 306’. It’s worth noting that the event has succeeded in drawing an impressive count of 34 corporate supporters.
In addition to the established sponsors, rookies such as Wingstop from the QSR space have carved their support for UFC 306. The significance of this sponsorship arrangement lies in the fact that Wingstop, a highly sought-after sponsor, will assume sponsorship responsibilities for the remainder of 2024 across TKO Holdings’ portfolio, which includes UFC and WWE.
Several other new sponsors joining the UFC 306 include: Dude Wipes, True Classic (an apparel brand), Autopilot (an investment app, and a sporadic financial sponsorship interest), Supercell (the popular Finnish mobile game developer), and Sony Pictures (promoting ‘Venom: The Last Dance’). Each of these fresh sponsorships add an extra layer of excitement to the event.
Considerable interest is also brewing around the existing rights holders. Bud Light earns the spotlight with the presenting sponsor status during the showdown. It further translates the event into an opportunity for a unique audience interaction, as they have arranged a guest bartending gig for their representative fighter, Dustin Poirier, under the umbrella of Anheuser-Busch InBev at the nearby Venetian situated on the stylish Las Vegas Strip.
Endeavor-owned agency 160/90 will extend Bud Light’s engagement beyond the guest bartending. The agency has made plans for executing additional Bud Light promotions that would include the circulation of custom wristbands and an interactive branding display on the Sphere’s screens.
Norris-Jones also weighed in on how significant the concept of a title sponsor turns out to be, marking it as a first-of-its-kind instance where a brand has been showcased before the UFC acronym. He considers this as an asset possessing immense value, which consequently sets a robust market pricing for a title.
Norris-Jones believes that this will provide a sound market rate reference for any future partners that might be open to taking a similar leap, citing the aggressive market valuation set by the brand. Thus, the title sponsorship becomes a valuable benchmark for those sponsors considering a similar commitment towards UFC events in future.
Riyadh Season Noche UFC 306 symbolically conveys a multi-cultural, global essence. Alongside paying homage to the approaching celebration of Mexican Independence Day, it recognizes the influence brought in by the title sponsor’s festival that takes place in the capital of Saudi Arabia.
Overall, the uniqueness brought in by the Sphere, coupled with the groundbreaking inclusion of a title sponsor, marks UFC 306 as a significant milestone in UFC history. It not only promises an exciting and robust sponsorship landscape but also a revolutionary shift in how future UFC events can be monetized and globally recognized.