History, costumes, characters, innovation, and surrealism.
That’s what the UFC delivered last weekend at the Sphere in Las Vegas.
I’ve always considered myself a UFC fan, and this event solidified that. The UFC has been revolutionary since its inception, but thanks to the mastermind behind it. Since he took over the business in 2001, Dana White has focused on changing the way sports are consumed. He introduced a modern alternative to combat sports, offering the action and speed that today’s consumers crave, making the sports appeal to a global audience, elevating the production values, and by bringing innovation.
UFC’s strategy and the tentpole event they created.
This event celebrated Mexican Independence and kicked off Hispanic Heritage Month in the U.S. Why was MMA the best stage for such a celebration? It comes down to economics. Mexico has a long-standing love affair with boxing, but when Dana White acquired the UFC, he was surprised by the lack of interest from Mexican audiences and fighters.
Mexico represents a significant purchasing power for any industry, especially in sports. UFC’s strategy was laser-focused on winning this audience authentically: by celebrating fights locally, investing in training facilities, and celebrating Mexican culture year after year.
Let’s dive into the numbers of what I consider the biggest live sports event in a decade:
Originally budgeted for $8 million, it ended up producing $20 million. That’s 10 times the average UFC PPV production budget. The investment paid off, as the event surpassed a $22 million gate and broke the company record for merchandise sold. With 16,024 attendees and an average ticket price of $2,871, it was a massive success. UFC’s strategic approach included featuring Mexican fighters in nine out of ten bouts.
Now, let’s explore the experiential aspect of the event:
Six 90-second shorts were presented on the massive 580,000-square-foot LED display, showcasing Mexican culture from Maya ruins to Día de los Muertos traditions and a futuristic Mexico City.
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In the Beginning
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Early Civilizations
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Rituals and Traditions
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Battle from Independence
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Fighters and Heroes
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México today and tomorrow
UFC added a new level of entertainment to this event, setting a high bar for future live sports events. Today’s consumers seek memorable experiences, and this event nailed every experiential criteria:
- Engagement: Active participation and interactive elements.
- Immersion: Sensory experience and thematic environments.
- Inspiration: Emotional connection and storytelling.
- Shareability: Social media integration and user-generated content.
- Measurability: Key performance indicators and data analysis.
- Relevance: Target audience alignment and brand consistency.
- Authenticity: Genuine connections and ethical practices.
"I think this can be a game changer for your brand and your sport. I feel like we did a good job introducing our sport to probably some newbies who had never watched MMA before. Reimaging what you've been doing is a way to open opportunities for growth. Every sport wants to grow, and they're all looking for ways to expand. This is an obvious one."
This is the beginning of this type of event, and other sports leagues and industries will likely follow through. It’s a new way to consume sports, and UFC proves it. It justifies high ticket prices and creates lasting memories and authentic connections. It brings new fans to the sport and grows the business. It was surreal to see UFC dedicate its most significant event to celebrating Mexico and Latin culture. ¡Arriba!
Here at The Alianzas, we strive to generate experiences that authentically connect with your audience. Contact us for more information.