The UFC has its dominance in the world of mixed martial arts, but that doesn’t mean it’s the only show in town. The Professional Fighters League (PFL), while not yet operating at the same massive scale as Dana White’s empire, remains a noteworthy alternative for fans seeking a different flavor of MMA. PFL, under Donn Davis’ leadership, has been actively working to expand its global presence, even as the organization grapples with internal hurdles. Still, their ambitions remain sky-high. Ironically, while PFL makes its way toward new territories like South Africa, the UFC is matching and arguably outpacing those efforts with expansion plans of its own.
A big part of the UFC’s global strategy involves tapping into markets with rising talent and huge fan bases. One such market is China, home to a growing number of elite MMA athletes. Among them, Zhang Weili stands tall as arguably the most prominent name, carrying the banner for Chinese MMA on the global stage. The UFC had already made six trips to China before the COVID-19 pandemic put global events on hold. Their return to the region took longer than expected, but in late 2023, fans were treated to a showdown between Petr Yan and Deiveson Figueiredo in Macau. As fans anticipate more action, some of the best online betting sites, according to sports expert Steven Brown, have already begun offering early odds and special markets for future UFC events, including those planned in Asia. They also have more than thirty sports you can bet on, including martial arts, boxing, skiing, motorcycle racing, rugby, and snooker.
Now, UFC CEO Dana White is preparing to take things further. UFC Shanghai is officially on the calendar, with a Fight Night event scheduled for August 23. While the fight card remains under wraps, fans have even more to look forward to the day before, as the promotion will also host Road to UFC Season 4. This move not only deepens the UFC’s footprint in Asia but also nurtures the next generation of fighters across the continent. And with the PFL heading to South Africa on July 19, both promotions appear locked in a race for global reach.
But the UFC’s ambitions aren’t stopping in China. In a striking development, the organization is preparing to make its debut in Azerbaijan. The upcoming Fight Night event in Baku is set for June 21 and will be headlined by a light heavyweight clash between Jamahal Hill and Khalil Rountree Jr. Other notable matchups are in the works as well, although specifics are still coming together. What’s clear is that the UFC’s entrance into Azerbaijan isn’t just a promotional whim but a part of a calculated business model involving significant site fees.
During a recent interview, TKO Group president Mark Shapiro shed light on the financial engine behind this expansion. “We’re very excited about our event coming up on June 25 in Baku… Look, if we are going to bring the show to town, we are looking for an incentive package. 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,” he explained. That “demand” is exactly what keeps the UFC in the driver’s seat, able to command multi-million-dollar incentives to host its events around the world.
