The Ultimate Fighting Championship (UFC), the world’s largest mixed martial arts (MMA) promotion, has today (October 19) unveiled the extension of its existing partnership with Abu Dhabi’s tourism board.
The renewal will see UFC continue to bring one “numbered event featuring a championship bout to the Emirate every year,” with the deal struck through the Abu Dhabi Department of Culture and Tourism (DCT).
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In addition, the partnership will expand to include more UFC Fight Night events, to take place “across the Middle East and North Africa region.”
In total, 18 UFC events have been held in Abu Dhabi since 2010, and the two parties first entered into a formal partnership four years ago.
Since then, UFC fighters to have competed in the Emirate include Khabib Nurmagomedov and Conor McGregor, while during the Covid-19 pandemic, three separate series of Fight Island events took place in Abu Dhabi.
The announcement comes ahead of the UFC 294 fight – Makhachev vs Volkanovski 2 – which will take place on Abu Dhabi’s Yas Island on Saturday (October 21).
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By GlobalDataLast week, meanwhile, UFC announced its first-ever event to be hosted by Saudi Arabia.
Set to take place on March 2, 2024, the event will be titled UFC Fight Night 236, confirming it as part of the company’s 'Fight Night' format of events.
Dana White, chief executive at UFC, has said: “Abu Dhabi is one of my favorite places in the world; the people, the restaurants, the hotels, it’s incredible. I have been so excited to be able to put on some of the biggest fights in the history of UFC in Abu Dhabi and it’s only going to get even bigger from here with additional Fight Nights coming to the region next year.”
Saood Abdulaziz Al Hosani, undersecretary of the Abu Dhabi DCT, added: “Over a 15-year relationship, UFC has extended its global reach and Abu Dhabi has established itself as a world capital for combat sports. Renewing our partnership with UFC allows us to continue to stage major events that thrill visitors and residents. We are excited to extend the relationship and innovate together to grow this sport in the UAE and wider region.”
UFC and US clothing company Origin recently announced a marketing partnership that provides the Maine-based company with exposure across various UFC platforms, including live events.
