Is the Saudi Arabia involvement good for the UFC? Exploring the potential future of the partnership [Opinion]
The partnership between the UFC and Saudi Arabia's GEA (General Entertainment Authority) has ascended to yet another high. That, in turn, has set the MMA community abuzz.
For months, the UFC's expected event at the Las Vegas Sphere has been eagerly awaited. The Sphere boasts the world's largest wraparound LED screen displays and a state-of-the-art unique audio system, which delivers the fans in attendance a unique visual, auditory, and overall sensory experience.
Earlier this year, it was confirmed that the UFC's maiden event at the Sphere would be the UFC 306 pay-per-view (PPV) and that it'll be a Mexican Independence Day-themed show.
UFC CEO Dana White consistently maintained that it'll be a grand, irreplicable entertainment extravaganza. Combat sports megastars such as Conor McGregor threw their name in the hat to compete at the event in the Sphere.
Meanwhile, White indicated that the MMA organization would attempt to book all its top fighters of Mexican descent to compete on the card. Presently, it's scheduled to take place on Sept. 14, 2024, on Mexican Independence Day weekend.
Intriguingly, speculation had abounded that the UFC 306 card could alternatively be called Noche UFC 2. White was instrumental in organizing the first Noche UFC event last year, as a sign of love and respect for the great Mexican fighters and fans.
On that note, as per the UFC's latest announcements, the UFC 306 event has been branded as 'Riyadh Season Noche UFC,' as the Kingdom of Saudi Arabia's (KSA) Riyadh Season will sponsor UFC 306. This is a truly noteworthy development, as it marks the very first time that the UFC has given anyone title sponsor status.
While fans appear to be using UFC 306 and Riyadh Season Noche UFC interchangeably, the message is clear — the UFC's business association with Saudi Arabia and the KSA government-funded GEA is here to stay.
The UFC and Dana White's business brilliance will be accentuated by the Kingdom of Saudi Arabia
Saudi Arabia's Riyadh Season, which was launched in 2019, can be traced back to the Vision 2030 government program, the foundation of which was laid in 2016. Under the visionary leadership of Saudi Arabia's Prime Minister, His Royal Highness Prince Mohammed Bin Salman (often referred to as 'MBS'), the country has been working toward achieving various important social, economic, and cultural goals.
The 38-year-old leader has particularly earned widespread praise for establishing Saudi Arabia as a force to be reckoned with in the global sports and entertainment dominions. Under his capable leadership, numerous Saudi Arabian business ventures have proven to be major successes — perhaps one of the biggest examples being the GEA's Riyadh Season.
The Riyadh Season, a yearly sports and entertainment festival, has considerably boosted tourism and made Saudi Arabia one of the world's most important sporting destinations. The nation has been organizing a myriad of events across different sports and entertainment spheres — including football (soccer), tennis, racing, professional wrestling, boxing, MMA, concerts, exhibitions, etc.
Intriguingly, the PFL, which is regarded by many as the second-biggest MMA promotion in the world, especially after its acquisition of Bellator last year, has accrued considerable investments from Saudi Arabia. It's also focusing on the Saudi Arabia-centric PFL MENA league in 2024.
That said, in May 2024, GEA Chairman, His Excellency Turki Alalshikh, and UFC head honcho Dana White announced the signing of a new deal. It's believed to have deepened and extended Riyadh Season's partnership with the UFC. On June 22, 2024, Saudi Arabia hosted its first UFC event in the capital, Riyadh.
Furthermore, His Excellency and White indicated that the UFC would bring a star-studded fight card to The Kingdom in late 2024 or early 2025. The UFC has long been the world's premier MMA organization. Rivals such as the PFL and One Championship are currently a distant second. Well, the UFC's association with Saudi Arabia firmly ensures that it'll stay ahead of every other MMA organization.
The UFC-Saudi Arabia relationship can accentuate White's entrepreneurial brilliance as well as the UFC's international brand value and successful fight promotion prowess. The Saudi Arabian investments, coupled with His Excellency Turki Alalshikh's hands-on approach (and passion for sports!), could help the UFC break into new markets such as the Indian subcontinent, the Far East, Africa, and more.
The Kingdom of Saudi Arabia and a new dispensation in combat sports
The criticism from certain quarters notwithstanding, the fact remains that Saudi Arabia has been making admirable contributions to the sports and entertainment realms. It commands acknowledgment and respect. As for the UFC-Saudi Arabia association, the sky is the limit!
Perhaps the only improvement that must, and in all likelihood will, be made is increasing the number of UFC events held in Saudi Arabia. The next UFC Saudi Arabia event should be an even more stacked card than the UFC's first show in The Kingdom. That would provide a huge impetus to the UFC and MMA presence in the Middle East and positively influence other Asian nations as well.
Furthermore, as His Excellency Turki Alalshikh recently signaled, an MMA movie featuring the UFC could bring even more attention to the UFC brand and the sport of MMA. The future of this wonderful partnership could entail more star-studded events. Presently, the UFC is a US-based organization, and America is still the center when it comes to making money in professional combat sports.
However, what Saudi Arabia can do is turn the US-centric design of the fight business and the monopolization of fights in one country into a more diverse design. Thereby, the biggest fights (in boxing, MMA, etc.) would be organized in various countries rather than just in the US. To be fair, the United States of America does a great job of holding top-notch combat sports events.
That said, Saudi Arabia has lately given America tough competition, especially in the aspects of production value, scale, and successful matchmaking (booking fights that fans once thought would never materialize!). Saudi Arabia is the future hub of fighting, and we're privileged to be witnessing history in the making — a magnificent, new dispensation in the fight game.