The UFC is a mere fortnight away from what promises to be one of the year’s most eagerly anticipated events. The spotlight is shining brightly on two high-stake title bouts: the bantamweight face-off between Sean O’Malley and Merab Dvalishvili and the eagerly awaited third match in the women’s flyweight division featuring Alexa Grasso and Valentina Shevchenko. But the UFC finds itself grappling with an additional challenge apart from the matches themselves: ticket sales.
The selected venue for the event is more commonly associated with music concerts rather than athletic showdowns. Its foray into sports began when it partnered with NHL to host the league’s draft earlier this summer. The UFC is looking to ride on that momentum and make a successful turn.
When the tickets were initially released in late June, they were valued as high as $3,000 each. This is significantly cheaper than the average pricing for tickets to high profile events such as the Super Bowl, where the prices inch closer to $8,000. For prospective attendees, UFC 306 now comes with a much more affordable price tag of $797, courtesy of StubHub.
As far as the card for UFC 306 goes, it isn’t being hailed as the strongest in promotional history, but it is by no means the weakest either. Its notable figures include O’Malley, who earlier in March successfully retained his UFC bantamweight title in a face-off with Marlon Vera. His matches alone have proven to be lucrative for UFC revenue.
The aforementioned UFC 299, which had O’Malley as one of its main stars, is reported by Forbes to have generated an impressive gate revenue of $14.14 million. UFC 306, despite its strong lineup, may not be able to surpass this feat, but the inclusion of a fighter like O’Malley is undoubtedly beneficial from a branding standpoint.
There’s still some optimism to catch up to that speculated $17 million budget, and the headlining match featuring O’Malley could be the key to reaching that goal. However, there are other considerations. A major Mexican celebration, for instance, may have an impact on turnout and viewership.
Another element that could potentially disadvantage the UFC is the simultaneous scheduling of a major boxing match nearby—an event starring Alvarez, one of the most significant figures in the boxing universe. The match will be held just a short distance away at the T-Mobile Arena. Despite fighting Edgar Berlanga, Alvarez is the undeniable draw on Mexican Independence Day.
The possibility of most fight fans being drawn to the boxing ring and showing minimal interest in UFC cannot be ignored. Alvarez’s immense pull could potentially win over most of the crowd in town. With such competition, the UFC event might lose out on potential spectators.
It’s hard to definitively calculate if UFC is running at a loss, but one thing is certain: September 14 promises to be an exciting day for the entire combat sports community. No matter what event ends up being watched—whether it’s one, both, or something else entirely—it is poised to be the fulfillment of a combat-sport enthusiast’s dream.
Regardless of uncertainties in terms of audience attendance and competition from the boxing event, fans and followers are holding onto their excitement. After all, UFC 306 marks another chapter in the thrilling journey of competitive combat sports.