Even today, officials — including UFC president Dana White — fondly remember that March 2007 show which also broke Nationwide Arena’s live-gate record ($3 million). A photo of the maximum-capacity crowd adorned computers throughout the UFC’s front office in the years afterward.
Now, following this past weekend’s record-breaking UFC 129 event, those 19,000-plus fans seem a drop in the bucket. On April 30, the UFC hosted its most ambitious event to date: a “stadium show” at Toronto’s Rogers Centre that drew an announced crowd of 55,724 and a live gate of $12.1 million. Both figures more than doubled the previous UFC and North American records.
But UFC 129 — which saw welterweight champ Georges St-Pierre defeat Jake Shields and featherweight champ Jose Aldo defeat Mark Hominick to defend their titles — was more about the experience than the records.
Two of the UFC’s previous four Canadian shows ultimately topped UFC 68’s attendance mark. The fight-crazed country’s MMA interest obviously was there. But White admittedly had concerns about his stadium debut.
“I never want the fans to turn off their television and say, ‘That sucked,’ ” White said. “I also don’t want the fans who bought tickets to have a bad experience either.”
With UFC 129’s tickets ranging from $50 to $800, UFC officials pumped considerable resources into preserving the intimate “fan experience.” A total of 20 video boards — including two that were at least 100 feet wide — gave fans in all seating sections clear views of the action. The sound system rattled the venue, and dozens of games, vendors and other attractions complemented a stacked fight card.
Quite simply, it was a huge undertaking into unchartered territory for the 17-year-old company. And as big as the event was, it could set the groundwork for one even bigger.
Even before UFC 129, White and UFC CEO Lorenzo Fertitta openly discussed the possibility of a future show at the 100,000-seat and state-of-the-art Cowboys Stadium in Dallas.
With a little momentum from UFC 129 — and with technological advances that enhance the live-event experience — don’t be surprised if the UFC hits the elusive six-figure attendance mark in the near future.
“As soon as I have the right fight, we’ll go there,” White said of Dallas. “(UFC 129’s) success definitely is encouraging.”
Dann Stupp is editor-in-chief of
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