These days, when you purchase tickets to a concert, sporting event, or comedy show, there is almost always an additional option available for VIP access to the event.
For Taylor Swift fans, VIP means special seating, early access to the venue, and a swag bag filled with exclusive artist merch. Other artists offer backstage access to performances and meet-and-greets, for the right fee.
Some NFL teams' VIP packages, like the San Francisco 49ers', include perks like premium seating at games and access to the field before kickoff. The NBA, Major League Baseball, and the NHL all offer their fans some sort of VIP package with various levels of eye-popping perks.
But at UFC, fans are paying thousands of dollars for a weekend-long experience that has grown into big business for the organization since Endeavor spent more than $4 billion to acquire the company.
In 2020, Endeavor expanded its growing portfolio with the $660 million acquisition of OnLocation, a luxury hospitality service formerly owned by the NFL that operated events like the Super Bowl Music Festival and offered VIP experiences to fans. The deal not only brought Endeavor closer to the NFL, but also allowed the talent agency-turned-entertainment-and-sports conglomerate to tap the company to build similar VIP experiences for UFC and eventually WWE fans after also getting into the pro wrestling business.
Rachel Nabatian, head of combat sports at On Location, leads a team that puts together UFC's VIP packages, which are packed with perks for fans that go beyond tickets to events and early access to the arena. In fact, Nabatian told MMA Fighting that part of her job is constantly raising the stakes to keep UFC one step ahead of any potential competitors when it comes to the biggest and best fan experiences in the sports and entertainment industry.
“First of all, we're all fans, and we just think about what a dream weekend would be for you to have an experience that you can't live without,” Nabatyan said. “We're always talking with UFC and building our packaged product that way. The product has grown exponentially.”
“Our vision is to deepen fan engagement and create something rare and unique that can never be replicated again.”
Nowadays, VIP packages for any event, game or concert don’t come cheap, but that’s why On Location is constantly tweaking and changing the services available to not only stay ahead of the competition, but also to give new and returning fans a unique experience every time.
A quick look at the UFC VIP website reveals that there are multiple events with VIP packages available. For example, UFC 304 in Manchester, England, has great deals starting at $1,750 per person, with each package offering a variety of perks. Prices vary from event to event, with the most exclusive packages bearing the words “contact us for details,” and any smart buyer knows that this is the best price point possible.
But these costs are also the reason why the team behind UFC VIP Packages always goes the extra mile for customers interested in attending these exclusive events.
Sure, they get the best seats, exclusive, priority entry to events and fight-day hospitality (like food and drinks), but Nabatian said what UFC has built with its VIP program goes far beyond that.
“We think we're at the forefront of fan engagement,” Nabatian said. “Obviously, that comes with premium seating with amazing views. We make sure that's included with every ticket in the package, whether it's our highest priced package or not. It starts with that, but we go way beyond that. It's a weekend packed with once-in-a-lifetime experiences. You get to go behind the scenes, you get unparalleled access. That's really what we're driving here.”
“Plus, what do we do? We take away all the stress. I think those two things need to go together. Knowing you have a professional photographer, private transportation and an on-site concierge to take care of you allows you to really relax and savor the moment. That's the whole point.”
Nabatian revealed some of the perks available with the various VIP packages, with the highest level potentially including walking with a fighter to the Octagon during the event, which is exactly what happened at UFC 300, when some VIP buyers got to join light heavyweight champion Alex Pereira's entourage as he marched to the Octagon to defend his belt in the main event.
“The walk-out thing is, you're there before you even enter the tunnel, you see everything, you feel everything,” Nabatian said of the perks.
However, the weekend VIP package also includes:
- Tune in and appear on Friday morning's UFC weigh-in show with analysts Daniel Cormier, Laura Sanko and Chris Weidman
- Reserved seats for the weigh-in ceremony
- Post-weigh-in reception features food, drinks and UFC fighters
- The top-level package includes appearing on stage with UFC CEO Dana White, Joe Rogan and others at the weigh-in ceremony.
- Social gathering with Dana White after the weigh-in
- Participate in a production rehearsal just hours before the event
- Sitting at the promoter's table during qualifying matches (basically the same seat that executives like Dana White sit in during the event)
- After the event, you can take photos at the Octagon
- Exclusive meet-and-greets with UFC athletes
Of course, every package is different and the more perks fans will pay, but that's why the team at On Location are constantly tweaking and changing things to keep it from feeling generic or stale.
In fact, Nabatian said the UFC VIP package has seen a lot of repeat customers.
Demand has grown so much that On Location has created a de facto waiting list, with buyers paying a deposit just to be first in line to get their hands on VIP packages when they go on sale before each event.
“We also have things like presale offers,” Nabatian said, “and in some cases, people actually put down a deposit to be first in line to buy, which is always very popular.”
While On Location clearly has the initiative for VIP packages for UFC and WWE, Nabatian said both companies are committed to working with UFC and WWE to constantly come up with new ideas to keep the product fresh.
On Location spoke with UFC CEO Dana White, who regularly meets with UFC executives and is known for his hunger to always outperform anyone he competes alongside, to discuss possible options for future VIP packages.
“It's kind of built into the culture, and it makes my job easier to have a supportive partner,” Nabatyan said of working with UFC. “We actually meet with them every two weeks, and we set aside time each time to strategize and think about, 'What are some cool new things we can do?'”
While there's no precise metric that indicates the complete success of the UFC VIP program, a look at the promotion's financial picture overall shows a surge in ticket sales and live event revenue.
As of the end of 2023, UFC's live event revenues are up 34% to a record $168 million across 43 events, a figure that includes ticket sales and venue fees, another growth area in UFC's business plan.
“The demand for our business is clear,” Nabatian says. “It's showing in the numbers. Our revenue and package sales are increasing every year.”
“Right now, people are really looking for unique, once-in-a-lifetime experiences. I don't know if it's the pandemic or a change in mindset, but there's been a strong demand for what we've been doing lately.”
