UFC London: Executive Reflects on Event Success and Future Global Strategy

LONDON – Following a successful return to London for UFC Fight Night 255 on Saturday, UFC Senior Vice President of International Operations, Dave Shaw, addressed the media at The O2 arena.

Shaw discussed various topics, including the prospect of more frequent European events, Sean Brady`s victory over Leon Edwards, Molly McCann`s retirement, and the organization`s broader international ambitions.

London Crowd Reception

Reflecting on the event, Shaw noted it was a positive return to London, building on the success of the Manchester event from the previous year. He highlighted that holding an event around this time of year seems to align well with the UFC`s schedule. Shaw also mentioned the presence of numerous European broadcasters at the event and praised the overall quality of the fights.

Brady`s Dominant Performance

Shaw expressed his surprise and admiration for Sean Brady`s commanding performance. He admitted that he, along with many in the crowd, hadn`t anticipated such a one-sided victory, emphasizing how truly impressive Brady`s dominance was.

Sean Brady exiting the cage at UFC Fight Night 255 London (via Per Haljestam)

UK Event Planning

Regarding the frequency of UK events, Shaw clarified that scheduling isn`t solely based on specific fighters. The UFC plans its calendar 6 to 9 months in advance and aims to host two UK events annually, although this isn`t always feasible. He explained that event locations are also determined by the broader European, Middle Eastern, and North African schedule. Despite the complexities, the UFC consistently strives to return to the UK twice a year and indicated that a return in 2025 is possible.

Aspinall vs. Jones Potential

When questioned about a potential Tom Aspinall vs. Jon Jones matchup, Shaw emphasized the UFC`s approach of allowing fighters to drive their own narratives. He believes the fighters` engagement in promoting the fight is beneficial and confirmed that the UFC doesn`t discourage such interactions. Shaw personally expressed excitement about the potential fight and acknowledged the widespread interest. While the timing remains uncertain, he hinted at upcoming news based on Dana White`s comments.

Jon Jones and Tom Aspinall

Molly McCann`s Retirement and Future Role

Addressing Molly McCann`s retirement, Shaw acknowledged her expressed interest in staying involved with the UFC. He drew a parallel to figures like Antonio Rodrigo Nogueira, who transitioned from fighting to impactful roles within the organization. Shaw emphasized the potential for athletes to contribute post-retirement, using their skills and profile to benefit communities and the UFC brand, often through ambassadorial or mentorship roles. He praised McCann`s ambassadorship during her career and suggested the UFC should explore creating a meaningful role for her moving forward.

Molly McCann removing her gloves in retirement at UFC London (via UFC)

Prime Time Events in France

Discussing the possibility of prime-time pay-per-view events in France, Shaw acknowledged the challenges of broadcasting pay-per-views outside of North American primetime hours. While acknowledging past successes, like a Manchester event, he pointed out logistical hurdles in Europe, including venue permits, local ordinances, and transportation, particularly for late-night events. He raised the question of whether Paris could accommodate a main card starting as late as 3 a.m., similar to Manchester. Despite these challenges, Shaw recognized the strong fan base and successful past events in France, suggesting that a late-night pay-per-view event in Paris could be viable, particularly with popular French fighters like Manon Fiorot and Benoit Saint Denis.

Oktagon Promotion`s European Success

Shaw noted the encouraging growth of Oktagon, a European MMA promotion, and its positive impact on the sport. He mentioned that broadcasters like RTL in Germany are referencing Oktagon`s growth, which is seen as beneficial for the UFC. Oktagon`s success strengthens the pipeline of local European athletes, expands the fan base, increases media value, and demonstrates strong ticket demand, all of which are positive indicators for UFC`s future European plans, potentially starting in 2026 due to current broadcast agreements.

Spain as a Potential Location

Addressing Spain as a potential event location, Shaw stated the primary challenge is finding a suitable venue with a roof. The UFC prioritizes enclosed venues to ensure consistent conditions for athletes and the quality of the event, avoiding weather-related variables. Despite the venue challenge, Shaw confirmed Dana White`s strong interest in holding an event in Spain and indicated the UFC is actively searching for the right location.

Ilia Topuria in the corner at UFC 312

Ilia Topuria`s Future Plans

Regarding Ilia Topuria`s future, Shaw acknowledged the buzz surrounding him on social media, hinting at a “new era” and “new persona” for the fighter. While unsure of Topuria`s specific plans or next opponent, Shaw believes Topuria is developing a strategy regarding his weight class, championship aspirations, and overall direction in this new phase of his career.

Africa as a Potential Market

Shaw discussed the UFC`s strong relationship with Abu Dhabi`s Department of Culture and Tourism and their regional focus encompassing the Middle East and North Africa. He mentioned considering various countries in the region, including Bahrain, Qatar, and Jordan, as potential event locations. While no specific announcements for North Africa are imminent, Shaw confirmed the significant appeal of continental Africa and the ongoing discussions about potential events in South Africa, Rwanda, or French-speaking African nations, considering logistics and athlete availability.

Expanding into New Markets

Expanding into new markets is a high priority for the UFC, according to Shaw. He highlighted the success of entering the French market a few years ago and expressed excitement about potentially reaching other new countries this year, with announcements expected soon. Shaw emphasized the pent-up demand from fans in these new markets and the opportunity to give back to them. He also noted the crucial role of athletes in advocating for events in their home countries, leveraging their connections and government support. Shaw underscored the dedication of the UFC`s global teams to this expansion, acknowledging it`s a more complex undertaking than returning to established locations.

Return to Older Gloves

Shaw confirmed the UFC`s plan to revert to using older glove models, based on feedback from numerous athletes. While subject to change, the current intention is to continue with the older gloves for the foreseeable future.

Jiri Prochazka reacting to an eye poke against Jamahal Hill at UFC 311 (Jan 18, 2025; Inglewood, California, USA). Credit: Gary A. Vasquez-Imagn Images

Amsterdam and Netherlands Return

While acknowledging the success of past Rotterdam events, Shaw highlighted the significant challenges in securing permits for events in Amsterdam, making a Netherlands event in 2025 unlikely. However, he expressed confidence about returning in 2026, particularly as the UFC negotiates new U.S. media rights deals. A key objective is to increase the number of prime-time events in Europe, the Middle East, and China. Overcoming current limitations would pave the way for events in Germany, Prague, and the Netherlands.

Poland Event Possibilities

Shaw recognized the UFC`s successful history in Poland, with strong ticket sales and a wealth of local talent. However, with a limited number of prime-time event slots and a preference to avoid late-night events, priority is given to locations like Paris and London with established infrastructure, media deals, and larger athlete pools. London`s accessibility for international fans and media further solidifies its priority. Despite this, Shaw affirmed the UFC`s positive relationship with partners in Poland and indicated that Poland remains on the list for potential events in 2026 and beyond.