UFC has sold its first-ever event title sponsorship to an offshoot of the Saudi Arabian government. The upcoming UFC 306 event, scheduled for September 14 at Sphere in Las Vegas, will now be known as “Riyadh Season Noche UFC,” celebrating Mexican Independence Day.
The sponsorship deal was reached between the UFC and Riyadh Season, a state-managed entertainment festival launched by Saudi Arabia’s General Entertainment Authority in 2019. This partnership represents the latest example of Middle Eastern investment into combat sports.
While financial details of the agreement were not disclosed, the sponsorship is expected to be a significant boost for the UFC. Saudi Arabia has already established a strong presence in the combat sports industry, with the country’s government heavily investing in boxing, including Tyson Fury’s last two bouts.
The UFC has also had a pre-existing relationship with Riyadh Season, and the organization has hosted events in the Middle East before. In fact, the UFC held its first event in Saudi Arabia last week and is planning to return to the region next year.
Despite the Saudi sponsorship, the event is still being marketed as a celebration for Mexican fans. Scheduled near Mexico’s Independence Day, the “Noche” event is a rerun of last year’s successful edition, and it is expected to feature a strong presence of prominent Mexican fighters.
The fans were quick to make fun of the weird cultural mesh.
UFC president and CEO Dana White expressed his enthusiasm for the event, stating that it will be “one of the biggest sporting events of all time” and that the organization has spent $16 million to ensure a remarkable experience.
The sponsorship deal with Riyadh Season is the latest example of the UFC’s efforts to expand its reach globally. The partnership with the Saudi-backed entity is a testament to the growing influence of Middle Eastern markets in the world of combat sports.
As the UFC continues to explore new opportunities and forge strategic alliances, this landmark sponsorship agreement with Riyadh Season is a clear indication of the organization’s commitment to tapping into the international potential of the sport.
