UFC and the Kingdom of Saudi Arabia renew partnership for upcoming event and sponsorship agreement

The UFC’s ties to the Middle East have strengthened with the announcement of a new deal with the Kingdom of Saudi Arabia. The promotion has extended its agreement with Riyadh Season, the annual sports and entertainment festival in the country, to bring another event to Saudi Arabia in 2024 or 2025. This news comes alongside a strategic partnership to sponsor the upcoming UFC 306 card at The Sphere in Las Vegas.

Turki Alalshikh, the chairman of the board of directors of the general entertainment authority in Saudi Arabia, expressed his excitement about the extended agreement with the UFC. UFC CEO Dana White also celebrated the news on social media.

The upcoming UFC 306 card, scheduled for June 22, will feature former middleweight champion Robert Whittaker facing off against Khamzat Chimaev in the main event. Additionally, Riyadh Season has agreed to sponsor the event at The Sphere in Las Vegas.

“This agreement is a continuation of Riyadh Season’s aims to host and partner with prominent and international events of mass interest,” said Turki Alashikh in a press release. “UFC is the most prominent mixed martial arts organization in the world and their platform of global fans is unrivaled.”

With WWE also having a longstanding relationship with Saudi Arabia, the country continues to be a hot spot for major sporting events. The previous deal reportedly paid the UFC around a $20 million site fee, indicating that this new agreement is likely even more lucrative.