The Ultimate Fighting Championship (UFC), a leader in global mixed martial arts and a subsidiary of TKO Group Holdings (NYSE: TKO), has announced a groundbreaking partnership with Riyadh Season, naming it the title sponsor for UFC 306. This event is set to take place at the innovative Sphere venue in Las Vegas on Saturday, September 14.
This collaboration marks the first instance where UFC has granted a sponsor the prestigious title partner status, resulting in the event being rebranded as Riyadh Season Noche UFC.
This initiative aligns with the tradition of celebrating Mexican Independence Day with major combat sports events, acknowledging the significant impact of Mexican fighters in the sport.
The Riyadh Season Noche UFC event is set to be a landmark occurrence, being the inaugural sports event hosted at the Sphere.
The Sphere, known for its revolutionary entertainment technology, will feature the highest resolution LED display in the world, enveloping the audience in a visually immersive experience. Additionally, the Sphere Immersive Sound system, powered by HOLOPLOT, promises audio clarity and precision unmatched in the industry.
UFC President Dana White expressed his enthusiasm for the event, stating, “This will be one of the biggest sporting events of all time. We are set to offer a once-in-a-lifetime experience that will also pay homage to the extraordinary contributions of Mexican athletes to combat sports."
HE Turki Alalshikh, Chairman of the General Entertainment Authority (GEA), also commented on the partnership, highlighting the strategic alignment of UFC's global appeal with Riyadh Season’s vision to stage world-class events.
The event will also include extensive branded integrations for Riyadh Season, ranging from a fixed watermark on the broadcast from early prelims to the main card, to prominent placements inside the Octagon and featured segments throughout the main broadcast.
This ensures significant visibility for Riyadh Season across an extensive global audience spanning 170 countries and approximately 975 million households.
Furthermore, UFC and Riyadh Season will collaborate on original content distributed across UFC’s digital and social platforms, which boast around 266 million users globally.
Riyadh Season will also be prominently featured in all event marketing materials, enhancing its visibility and engagement with a worldwide audience.