Is UFC 306 still taking place at The Sphere? Everything we know after the Noche UFC card gets 'Riyadh Season' as title partner

UFC 306 has just been rebranded to Riyadh Season Noche UFC. The event, which appears to still be a pay-per-view despite the change in name, will feature Riyadh Season as the official sponsor for UFC 306, which will still take place at The Sphere in Las Vegas, Nevada on Sept. 14, 2024.

So, what are the changes expected with UFC 306 rebranding to Riyadh Season Noche UFC? On event day, from start to finish, Riyadh Season as a sponsor will be represented as a fixed watermark for the entire duration of the broadcast. Moreover, Riyadh Season will enjoy other forms of visual representation.

According to the UFC, it will appear inside the octagon, where various sponsorship logos have made their presence known. Additionally, Riyadh Season will be present on Noche UFC's promotional material, ranging from event posters to the backdrops used at the pre-fight and post-fight press conferences.

Additionally, the UFC and Riyadh Season will work together to produce original content, likely in an effort to generate hype for Riyadh Season Noche UFC, to be released via the promotion's social media platforms and digital channels. The event marks the latest expansion in the Saudi sports empire.

Over the years, Turki Alalshikh, with whom UFC CEO Dana White was recently spotted, has been at the helm of a wildly successful initiative to rebrand Saudi Arabia's image through sports, incorporating many of the world's most popular sports, such as boxing, Formula One, WWE, and MMA.

While Saudi Arabia has worked with the PFL in the latter capacity, the country has now set its sights on the UFC, which just had its UFC Saudi Arabia card this past weekend.

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Does UFC 306 have a main event?

Despite recent developments with Riyadh Season, and the thrilling news it represents for the UFC's business interests, UFC 306 remains without an official main event. In fact, there is no information on any matchups that have been made official for the event. But the promotion has been dropping hints.

But, given that it is held on Sept. 14, 2024, which is two days before Mexican Independence Day, the UFC has focused on putting together a card that will feature its Mexican stars. Thus, many expect Alexa Grasso to defend her flyweight crown against Valentina Shevchenko at the event. Though nothing is confirmed.