The Future of the UFC Apex: Keep It or Scrap It?
During a press conference after UFC 310, Dana White was asked about his goals for 2025. He responded, “We need to start getting out of the Apex.” The UFC Apex was introduced in 2019, with White excited about having a venue completely owned and operated by the UFC. Since its opening, it has hosted Dana White’s Contender Series, numerous UFC Fight Nights, and even numbered events during the COVID-19 pandemic. However, with pandemic restrictions lifted, many now question whether the UFC should continue using the Apex for events.
The Downsides of the Apex
One of the biggest issues with hosting events at the UFC Apex is its limited revenue potential. Over the past year, UFC Fight Nights held in various cities have consistently broken gate records, generating significant financial gains. In contrast, the Apex, with its small capacity, cannot match these figures. Even after recent renovations that increased its seating to 1,000, it remains far smaller than traditional venues.
Another major drawback is fan engagement. Fights in front of packed arenas create an electrifying atmosphere that simply cannot be replicated in the Apex. Viewers at home also feel the difference, as fights in smaller, quieter settings lack the energy of a roaring crowd. Many fighters have voiced their frustration with competing at the Apex, as it diminishes the excitement of performing in front of a large audience. While some fighters appreciate the Apex’s smaller octagon, which may favor certain styles, the majority prefer fighting in bigger venues. Renato Moicano, for example, has criticized Apex fights, stating that without a large crowd and strong fan engagement, it's difficult for fighters to grow their personal brand.
A Better Approach for the UFC
Moving forward, the UFC should primarily use the Apex for Dana White’s Contender Series and as a backup venue in case an event needs to be relocated on short notice. There is no reason why the UFC cannot schedule all Fight Night events in major or mid-sized cities. The UFC has already made progress in this area, recently holding an event in Seattle for the first time in over a decade and planning visits to cities like Kansas City and Des Moines. This trend should continue, as many locations in the U.S. have strong MMA fan bases but rarely host UFC events. For instance, while Texas regularly hosts UFC events in cities like Houston and Austin, other cities with strong fan bases, such as San Antonio and Dallas, see far fewer visits than they could support. Expanding to more locations within the state could help the UFC tap into an even larger audience.
Additionally, hosting Fight Nights in larger venues could improve card quality. Fighters would be more inclined to participate in these events due to the increased exposure and financial incentives. Recently, two Fight Night cards featured only 10 bouts each, despite many ranked fighters waiting for opportunities. A notable example was when Dan Hooker withdrew from his co-main event at UFC 313, and lightweight contenders like Renato Moicano, Mateusz Gamrot, and Rafael Fiziev all volunteered on short notice despite not having scheduled fights.
Conclusion
To maximize its growth, the UFC should transition the Apex into a venue primarily for Contender Series bouts and emergency use. Expanding Fight Night events to more cities will enhance fan engagement. It will also increase revenue, and attract higher-profile fights. With the UFC already making strides in this direction, continued efforts will only strengthen the brand and broaden its appeal.
