UFC CEO Dana White recently revealed plans to reduce the number of events held at the UFC Apex in Las Vegas and increase live events in various cities. The decision comes after the success of a record-setting night at the Enterprise Center in St. Louis.
The UFC's reliance on the UFC Apex during the pandemic was primarily due to its proximity to UFC headquarters and adherence to COVID-19 protocols. In 2020, the promotion hosted 29 events at the Apex, which decreased to 27 in 2023.
Despite the profitability of events at the Apex, the UFC aims to grow its fan base and explore new markets by hosting events in different cities. The organization's CFO highlighted the importance of balancing revenue generation and profitability when deciding event locations.
White confirmed plans to visit cities like Minneapolis, Seattle, and various locations in Canada to engage with fans and expand the UFC's reach. The upcoming UFC Fight Night event in Denver marks the promotion's return to the city after a gap of several years.
Furthermore, the UFC is set to make its first appearance in Manchester, England, since 2016 for the UFC 294 pay-per-view card. While the organization has events scheduled through late October, it aims to explore new locations and provide fans with diverse live event experiences.
As the UFC continues to evolve its event strategy, White emphasized the importance of finding the right balance between revenue generation, profitability, and fan engagement. The organization remains committed to exploring new markets and reconnecting with fans in cities that have not hosted UFC events in recent years.
