VIP packages for events like concerts, sports, and UFC fights offer exclusive perks such as prime seating, backstage access, and unique experiences, with companies like On Location continuously enhancing these offerings to meet high demand and stay ahead of competitors.
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. 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. This 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 also allowed them to build out similar VIP experiences for UFC fans and eventually WWE after getting into professional wrestling as well.
Rachel Nabatian, head of combat sports at On Location, leads the team that builds these VIP packages for UFC events. These packages are filled with numerous perks available to fans that go far beyond just a ticket to the event and early access to the arena.
Nabatian told MMA Fighting that part of her job is constantly upping the ante. She ensures that UFC stays one step ahead of every potential competitor when it comes to offering unique fan experiences in sports and entertainment.
“First and foremost, we’re all fans,” Nabatian said. “We just think what would be your dream weekend for a priceless experience?”
Now VIP packages don’t come cheap but that’s why On Location constantly makes tweaks and changes. They aim not only to stay ahead of competition but also give new fans and repeat buyers unique experiences each time.
- 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 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 at ceremonial weigh-ins
- A meet-and-greet after weigh-ins with Dana White
- Attending production rehearsals hours before an event takes place
- Sitting at promoter’s table during preliminary fights (basically sitting where executives like Dana White sit during events)
- In-octagon access for photos after events end
- Exclusive meet-and-greets with UFC athletes
Nabatian revealed some perks in various VIP packages including walking to octagon with fighters during events! That happened at UFC 300 where some joined light heavyweight champ Alex Pereira’s entourage as he marched to defend his belt in main event!
“In terms of walkout,” Nabatian said about perk “you’re there even before tunnel seeing everything feeling everything.”
The demand has gotten so high that On Location effectively has waiting list where buyers put down deposit just have first chance at VIP packages when sales begin before each event.
“We have pre-sale signups,” Nabatian said “In some cases folks put down deposits in advance give them right buy first.”
No exact metric shows full success of UFC VIP program but overall look promotion’s finances prove ticket sales live event revenues skyrocketing!
“There’s clear demand what we do,” Nabatian said “It shows numbers revenue package sales increase every single year.”
“People now really craving once lifetime unique experiences,” she added “I don’t know if it’s coming out pandemic or mind shift but deep demand what we’re doing these days.”