UFC has invested over $17 million in production for UFC 306 at the Sphere in Las Vegas, aiming for long-term brand growth despite higher-than-expected costs, with the event potentially becoming the most successful in terms of ticket sales.
Dana White wasn’t joking when he hinted that the UFC was splashing out to host the first-ever live sporting event at the Sphere in Las Vegas.
Recently, the UFC CEO revealed that they’ve already poured at least $17 million into the production of UFC 306—also known as Noche UFC—happening on Sept. 14. While the total cost remains undisclosed, TKO Group Holdings CFO Andrew Schleimer mentioned on Thursday that expenses have surpassed their initial expectations.
Despite this, Schleimer is optimistic. He believes UFC 306, headlined by bantamweight champ Sean O’Malley defending his title against Merab Dvalishvili, could become one of the most successful events ever in terms of ticket sales.
“Look, we’re bullish,” Schleimer said. “We’ve talked about this being a cultural event. Dana has publicly stated how much more invested we are in this event.”
He added, “This will be a massive spectacle for those in the arena and at home. On the top side, it could be one of our largest gates ever. On the cost side, it’s our single largest investment in an event.”
Schleimer continued, “We anticipated some tailwinds for the rest of the year. But if there’s one significant headwind impacting EBITDA (earnings before interest, taxes, depreciation, and amortization), it’s the incremental expense at the Sphere.”
Both TKO executives and White have stated that UFC 306 at the Sphere is a “one and done” live show. So don’t expect another card there anytime soon.
The Sphere itself? A marvel costing $2.3 billion to build. It boasts a 160,000-square-foot LED screen wrapping around the entire arena.
It can house approximately 20,000 fans with standing room only seating. Unlike typical arenas where UFC events are held, the Sphere features a stage setting where the octagon sits at one end with seats cascading up like a movie theater.
Limited seating is available closer to the octagon. The setup for UFC 306 is vastly different from most live events produced by UFC.
Though costs are astronomical compared to usual UFC events, TKO Group Holdings president and COO Mark Shapiro believes it’s worth it in the long run.
“Ari [Emanuel] and I held a dinner in Paris for our premiere ad partners during the Olympics,” Shapiro said. “One commented on us not making every decision based solely on dollars.”
He credited Dana White: “We’re committed to growing the brand and audience. Sometimes we make investments that don’t pay off short term but yield big wins long term.”
Shapiro emphasized, “That’s what the Sphere represents—a spectacle. This event will positively impact the UFC brand and business long term.”
“If we have to spend more than ever before—and believe me, we are—it will pay off long term,” he added. “We aim to grow our fan base, increase engagement, and capitalize on growth in the Latin market.”
As for live gate numbers? We’ll know once the event happens. Ticket sales launched with prices reaching up to $12,000 per seat.
Tickets are still available now, with prices starting just over $1,300—not including resale tickets.