"We've been able to land some new categories because of the Sphere," said Grant Norris-Jones, UFC's EVP and head of global partnerships. "These are significant, largely seven-figure spends to be part of this event, which was more attractive because of the Sphere. One of them we'd been talking to since before the pandemic. The Sphere just made people more aware of the event, and in a different way."
According to a report from the Sports Business Journal, UFC 306 will have more sponsorships and sponsorship revenue than any previous event, with 34 sponsors and revenue doubling the previous record of UFC 300.
UFC 306 is also the organization's first event with a title sponsor, branded as Riyadh Season Noche UFC 306, which indicates the promotion's strategy towards involving major sponsors to enhance its brand visibility.
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