Published On: Mon, Jul 28th, 2025

UFC exec says promotion won't cater headlining fights to specific regions

Don't expect the UFC to change its model for headlining matchups, regardless of the event's location.

UFC executive Dave Shaw was asked after UFC on ABC 9, which took place at Etihad Arena in Abu Dhabi, if the promotion would consider changing its booking style to have main events catered to the local audience. Shaw's response was blunt:

"No, we're not."

The UFC on ABC 9 main event saw New Zealand-born former middleweight champion Robert Whittaker take on Netherlands-born Reinier de Ridder. The fight turned out to be a thriller, but neither fighter had ties to the region. The same was true when the UFC's headliner for its first trip to Baku, Azerbaijan, featured two American light heavyweights, Jamahal Hill and Khalil Rountree Jr.

It's a model that won't change, because for the UFC, putting on the best fight possible in the marquee spot is more important than catering to the local audience.

The formula has been the standard for the promotion for quite some time. The main event fight will be the biggest available at the time, while the undercard often features talent with ties to the location of the event.

"Listen, the way that Dana (White) puts together these fight cards, he's striving, he's accomplishing the best fights he can possibly make at that moment in time," Shaw said. "We also, when we come back to a location pretty frequently, from some of the conversations that we've had with our partners, with fans, with broadcast partners – yes, you get a lot of energy.

"You get a lot of local hometown support for the regional guys, but local fans want to see the global stars, and why would anyone not want to see someone like Robert Whittaker, who's had such an extensive career?"

With events in Abu Dhabi in the past, the promotion has succeeded in bringing main eventers that generate more local interest. Islam Makhachev and Umar Nurmagomedov have headlined events at Etihad Arena, while fighters like Magomed Ankalaev, Khamzat Chimaev and Shara Magomedov have competed on multiple undercards as well.

The UFC returns to Etihad Arena on Oct. 25 for UFC 321, which features Tom Aspinall vs. Ciryl Gane for the undisputed heavyweight championship.

This article originally appeared on MMA Junkie: UFC exec says promotion won't cater main events to locations

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