UFC names Riyadh Season title sponsor of September bout

UFC used the Sphere’s massive exterior screen yesterday to announce Riyadh Season the title sponsor of UFC 306, the “first time a live UFC event will have a title partner,” according to Adam Hill of the LAS VEGAS REVIEW-JOURNAL. The event, now known as Riyadh Season Noche UFC, is "scheduled for Sept. 14" as part of Mexican Independence Day weekend. UFC President Dana White has “vowed to make full use of the venue’s revolutionary audio and visual capabilities" in putting on the event. The announcement comes on the heels of the UFC’s first event in Saudi Arabia on Saturday. The event will “have a fixed watermark” on the UFC 306 broadcast and “high-visibility placement inside the cage during the event, in addition to inclusion in marketing and promotional materials” ( LAS VEGAS REVIEW-JOURNAL, 6/26 ). In Las Vegas, Case Keefer wrote UFC considered September's UFC Noche at T-Mobile Arena “a smash success,” and now “stages a sequel with a presenting sponsor” ( LAS VEGAS SUN, 6/26 ).