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What was originally intended as a tribute to Mexican fight fans has evolved into a costly project for UFC president Dana White, with UFC 306 at The Sphere, now costing more than $20 million in production.
Branded as Noche UFC during Riyadh Season, the event will take place on September 14 in Las Vegas, headlined by a bantamweight title fight between champion Sean O'Malley and top contender Merab Dvalishvili.
The initial ticket prices raised eyebrows, with seats starting at $3,000 for nosebleed spots and tickets as high as $12,000. Yet, with just under two weeks to go, thousands of tickets remain unsold, prompting a significant drop in prices.
Some tickets are now available for under $800, offering only "limited views" of the highly promoted Sphere screen. If the screen is a major selling point, paying a for a restricted view could feel like a regular UFC pay-per-view event, leaving fans wondering if the event justifies the cost.
Dana White had initially predicted a live gate of between $25-27 million but has since revised expectations to $21 million. Kevin Iole, a veteran sports journalist, confirmed that 1,700 tickets were still available.
"Dana said today that there are about 1,700 tickets remaining for Noche UFC," longtime reporter Kevin Iole wrote on Twitter.
"Expects a sell-out and said the gate will be a UFC record $21 million. HUGE night for Nevada Athletic Commission with Canelo doing massive gate down the street."
Sell out expected at The Sphere
White expects a sell-out and believes the gate will still break the UFC's previous live record of $17.7 million set by UFC 205.
However, it faces stiff competition, as boxing legend Canelo Alvarez is headlining his fight against Edgar Berlanga at the MGM Grand on the same night, creating intense competition for viewers and ticket sales.
Ticket prices for UFC 306 have plummeted dramatically, with floor seats now ranging from $4,407.50 to $9,507.50 and standard seating starting at $757.50. Despite these reductions,
White remains optimistic, calling it the "greatest live sporting event of all time," although over 1,000 tickets remain unsold.
White has also hinted that this will be a one-off event at The Sphere, making the investment more of a risk. Despite the high costs, White sees the event as a long-term investment for UFC, especially in growing the brand in the Latin market.