‘Once in a lifetime experiences’: Inside the UFC’s booming business of VIP access for fans 

These days, almost any time you buy a ticket to a concert, sporting event or even a comedy show, there’s an extra option made available for VIP access to the event

For Taylor Swift fans, VIP means exclusive seating, early access to the venue and a swag bag filled with exclusive merch from the artist. Other artists, offer backstage opportunities and a meet and greet with the artist … for the right price.

VIP packages for some NFL teams like the San Francisco 49ers can include prime seating for the game and on-field access before the action begins, among other perks. The NBA, Major League Baseball and the NHL all offer some kind of VIP packages to fans with varying degrees of eye-popping perks.

But at the UFC, fans are dishing out multiple thousands of dollars for a weekend long experience that has grown into a massive business for the organization ever since Endeavor paid over $4 billion to purchase the company.

Back in 2020, Endeavor expanded its growing portfolio with a $660 million deal to acquire On Location — a premium hospitality service previously owned by the NFL that ran events like the Super Bowl Music Fest and offered VIP experiences for fans. The deal not only brought Endeavor closer to the NFL but On Location allowed the talent agency turned entertainment and sports conglomerate to use the company to build out similar VIP experiences for fans in the UFC and eventually WWE after getting in the professional wrestling business as well.

Rachel Nabatian, the head of combat sports at On Location, leads the team that builds out these VIP packages for the UFC, which are filled with numerous perks available to fans that go far beyond just a ticket to the event and early access to the arena. In fact, Nabatian told MMA Fighting that part of her job is constantly upping the ante to ensure the UFC stays one step ahead of every potential competitor when it comes to the biggest and best fan experiences available in the sports and entertainment industry.

“First and foremost, we’re all fans and we just think what would be your dream weekend for a priceless experience?” Nabatian said. “We always sit down together with the UFC and that’s sort of how we build out the product for our packages. The product has grown tremendously.

“All we try to think about is how to deepen fan engagement and really come up with something priceless and unique that can never be replicated again.”

Now VIP packages to any event, game or concert don’t come cheap but that’s also why On Location constantly makes tweaks and changes to available offerings to not only stay ahead of the competition but to give new fans and repeat buyers a unique experience each and every time.

A quick look at the UFC VIP website reveals multiple events where VIP packages are available. At UFC 304 in Manchester, England for instance there are deals available that start $1,750 per person and go up from there with each package offering different perks. Pricing varies per event with the most exclusive packages featuring “message us” language for more information, which any savvy buyer recognizes as the highest price point possible.

But those costs also explain why the team behind the UFC VIP packages constantly work to go above and beyond for customers interested in attending these exclusive events.

Of course, the best possible seating, a separate priority entrance to the event and hospitality (such as food and drinks) on fight nights are available but Nabatian says what the UFC has built with its VIP program goes far beyond that.

“I view us as being at the forefront of fan engagement,” Nabatian said. “Of course, that comes with premium seating with a spectacular view. We make sure every single ticket in our package has that whether it’s our highest package or not. It starts with that but we go way beyond that. It’s a full weekend of once in a lifetime experiences. You’re going behind the scenes, you’re getting unparalleled access. That’s really what we drive here.

“In addition to that, what’s the other thing that we do? We take all stress out of the equation and I think those two things need to go hand in hand. If you know there’s a professional photographer there, if you know there’s private transportation, there’s on sight concierge there for you, you can just really let go and be in the moment and that’s sort of the point.”

Nabatian revealed some of the perks available in the various VIP packages including the highest tier, which potentially involves walking to the octagon with a fighter during an event. That actually just happened at UFC 300 where some VIP buyers were able to join light heavyweight champion Alex Pereira’s entourage as he marched to the octagon to defend his belt in the main event.

“In terms of the walkout, you’re there even before the tunnel seeing everything, feeling everything,” Nabatian said about that perk.

But the weekend long VIP packages can also include:

• Access and an appearance on the UFC weigh-in show on Friday mornings with analysts like Daniel Cormier, Laura Sanko and Chris Weidman
• Reserved seating at the ceremonial weigh-ins
• A post weigh-in reception with food, drinks and UFC athletes
• Highest tiered packages can include standing on stage with UFC CEO Dana White, Joe Rogan and others at the ceremonial weigh-ins
• A meet and greet after the weigh-ins with Dana White
• Attending a production rehearsal hours before an event takes place
• Sitting at the promoter’s table during preliminary fights (basically sitting in the same seats were executives like Dana White sit during the event)
• In octagon access for photos after the event ends
• Exclusive meet and greets with UFC athletes

Of course, every package is different and the more perks, the more fans will pay but that’s also why the team at On Location continuously makes tweaks and changes so nothing ever feels generic or dated.

In fact, Nabatian says there are numerous repeat buyers for the UFC VIP packages.

The demand has gotten so high that On Location effectively has a waiting list where buyers will put down a deposit just to have the first chance at the VIP packages when sales begin before each event.

“We have pre-sale signups and things of that nature,” Nabatian said. “In some cases, we actually have folks put down deposits in advance to give them the right to buy first. Those always do really well as well.”

While On Location obviously leads the charge for these VIP packages for the UFC and WWE, Nabatian says both companies are very invested in working alongside them to make sure they’re always coming up with new ideas to keep the product fresh.

On Location sits down UFC brass on a regular basis to discuss potential options for future VIP packages with UFC CEO Dana White personally known for his voracious attitude to always do better than everybody else competing alongside him.

“It’s sort of build into the culture, which makes my job easier because we have such a collaborative partner,” Nabatian said about working with the UFC. “We actually have bi-weekly meetings with them and every single time, we set aside time for strategy to ideate together ‘what’s the cool new thing we can do?”

There’s no exact metric to show the full success of the UFC VIP program but an overall look at the promotion’s finances prove that ticket sales and live event revenues are skyrocketing.

At the close of 2023, the UFC’s segment for live event revenue was up a record 34 percent to $168 million over 43 events. That figure encompasses ticket sales as well as site fees for events, which is another growing part of the UFC’s business plan.

“There’s clear demand for what we do,” Nabatian said. “It shows on the numbers. Our revenue and package sales increase every, single year.

“People now are really craving once in a lifetime, unique experiences. I don’t know if it’s coming out of the pandemic or if it’s a mind shift but there’s deep demand for what we’re doing these days.”