TKO, the parent company of the UFC, stole the show at the Goldman Sachs Communicopia & Technology conference, but not for a fight announcement. Instead, COO Mark Shapiro provided an insightful look into how the organization decides where to hold its Fight Night events.

Fans may believe that sold-out arenas ensure a return, but Shapiro warned that even record-breaking performances aren’t enough. Behind the scenes, financial discussions with towns secretly influence the UFC’s next move. But what exactly goes into these decisions, and how far will UFC go to secure favorable terms?

Intercity competition dictates it all for the UFC

Mark Shapiro pointed out that the Dana White -led promotion hosts approximately 30 Fight Night events every year. Despite being smaller than high-profile PP

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