The UFC, in its over thirty years of existence, has become a global brand, with the promotion hosting several international events during a calendar year. But with the Las Vegas-based MMA outfit’s rise in popularity, some new financial opportunities have popped up for Dana White and Co. as well. One of those new financial opportunities involves receiving money to bring the UFC to different countries.
The UFC has visited many countries for the first time recently, with Saudi Arabia being one of the most notable ones, as they hosted their maiden UFC Fight Night event last year in June. Now, Dana White’s promotion is coming back to Asia, but to a different country. June is the month for UFC’s debut in Azerbaijan’s capital of Baku, as TKO’s president, Mark Shapiro, had some interesting things to say about the promotion’s maiden event in the country.
The TKO’s president claims that the government of Azerbaijan has paid the UFC an undisclosed amount of money, which is in the millions, as site fees to bring an event to their country. These reports have come through popular MMA reporter Damon Martin, who also claimed that the UFC’s sister WWE also received a payment of $7 million to bring one of their flagship events, SummerSlam, to New Jersey this year.
“We’re very excited about our event coming up in June 25 in Baku. That’s just for a fight night,” TKO president Mark Shapiro stated in a recent interview. “We often talk about we need to capitalize on site fees for all of our numbered events.”
The UFC has also been making headway into territory it once entered, but no longer did for various reasons in the last decade (or more). Last December, UFC Macau: Yan vs. Figueiredo happened 10 years after its last event there in 2014. And this year, the UFC made its return to Des Moines, Iowa, this month after 25 years, with its last event there being in 2000 at UFC 26.
“Multi-million” site fee paid to the UFC to bring the event to Baku, Azerbaijan in June, per TKO president Mark Shapiro
WWE got $7 million to bring SummerSlam to New Jersey in August. #UFC
— Damon Martin (@DamonMartin) May 13, 2025
Well, the UFC is surely on a great trajectory when it comes to a business point of view. But this is not a new revelation from the President of the promotion’s parent company. In fact, Mark Shapiro revealed this new business strategy almost a year ago. Here’s what he had to say.
TKO Group is looking for site fees to bring the UFC to different regions
The TKO President has been pretty vocal about site fees and how it is a “big opportunity and a big part of our strategy” when it comes to taking UFC to international locations. He claims that the attendance for an event, along with the ticket pricing, is always going to be two of the most important key performance indicators for the company. But in addition to that, site fees have also become an important source of making some money because TKO wants some “incentive” for them to consider bringing the UFC to other countries.
“Look, if we are going to bring the show to town, we are looking for an incentive package,” Mark Shapiro stated during the JP Morgan Technology, Media and Communications conference in 2024. “It doesn’t always have to be straight cash, but it has to be a significant incentive package. Because once again, demand is outstripping supply.”
Well, TKO may be looking for site fees or incentives along that line to bring the UFC to other countries, but people may not realize that this helps those countries offering site fees as well. The advent of the promotion could increase tourism and boost local businesses, so it seems like a win-win situation for all the parties involved. What do you think? Drop your comments below.
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