The UFC has announced a landmark sponsorship deal for UFC 306 as Riyadh Season has been named as its title partner for the company’s first event at the Las Vegas Sphere.
This marks the first time the UFC has named a title partner as part of one of its pay-per-view events, with the Saudi state-funded sports festival being rebranded as Riyadh Season Noche UFC for the 14 September event.
In a groundbreaking move, Riyadh Season Noche UFC branding will be heavily displayed on the Vegas Sphere’s LED display on the walls of the arena, as well as inside the arena, in an attempt to create a fully immersive experience that has yet to be seen at a sporting event at the Sphere.
The venue also features the world’s most advanced audio system, Sphere Immersive Sound, powered by HOLOPLOT, which delivers audio with clarity and precision to every guest.
“The first sporting event at Sphere is a significant milestone not only for the venue, but also for live sports overall,” said Jim Dolan, Executive Chairman and CEO, Sphere Entertainment.
“UFC has been a longtime partner across the MSG Family of Companies, and we look forward to making history with them once again and delivering an experience that leverages Sphere’s cutting-edge technologies to reimagine what UFC and combat sports can look like.”
Additionally, UFC President Dana White has hailed the landmark sponsorship deal with Riyadh Season Noche UFC and stated that UFC 306 will be “one of the biggest sporting events of all time”.
He said: “What we’re going to pull off at Sphere will never be done again. This will be a once-in-a-lifetime experience for sports fans. At the same time, this is going to be an incredible tribute to the Mexican people for their extraordinary contributions to combat sports.
“We’re thrilled that Turki Alalshikh and the Saudi General Entertainment Authority have stepped up to partner with us to make this the greatest event in the history of combat sports. Their participation shows just how massive the interest is from all over the world. Riyadh Season Noche UFC will be unforgettable.”
On fight night, Riyadh Season will have a fixed watermark displayed throughout the broadcast, from the early preliminary cards to the main card on PPV.
Riyadh Season integrations will also include high visibility placement inside the Octagon and broadcast features throughout the main card, providing Riyadh Season with visibility to more than 700 million fans in 170 countries.
Beyond the Octagon and the global broadcast, UFC and Riyadh Season will collaborate on original content that will be distributed through UFC’s digital and social channels. Riyadh Season will also be featured on all event marketing materials, including event posters, promotional backdrops at pre-and post-fight press conferences, and more.
HE Turki Alalshikh, Chairman of the Board of Directors of the General Entertainment Authority (GEA), added: “I am happy to confirm Riyadh Season will be the sponsor for Noche UFC taking place on September 14, 2024.
“This will be a milestone moment as it will be the first sporting event to take place at Sphere in Las Vegas. The UFC brand is recognized globally with its huge fanbase, and this aligns with our own vision for Riyadh Season to collaborate to create and stage world-class events.”
