Ticket Price Controversy Didn’t Make UFC Perth a Failure, Says Top Exec

After underwhelming ticket sales and multiple speculations regarding the UFC Perth event, UFC executive Dave Shaw reassures the press.

Ticket Price Controversy Didn’t Make UFC Perth a Failure, Says Top Exec

UFC Perth ticket price controversy (via MMA Fighting, Bloody Elbow)

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In recent years, the UFC has continued to expand its global footprint, bringing major events to international markets with increasing frequency. Australia has been a central hub in this strategy, hosting some of the promotion’s biggest cards outside of the United States. The competition between different states in Australia especially the UFC Perth events.

At UFC Perth (Fight Night: Ulberg vs. Reyes), held on September 27th, 2025, at RAC Arena, the stakes were clear. The event featured a headlining light heavyweight clash between Carlos Ulberg and Dominick Reyes, supported by a co-main event pairing of Jimmy Crute and Ivan Erslan, and a full slate of undercard bouts.

The event drew an attendance of 12,543 and generated a gate revenue reported at $1.8 million. However, at one point, the event slashed the ticket prices that led to a steep decline in prices. Hours before the event, the ticket price reached $50-$100 range that caught the attention of the MMA community.

Dave Shaw, in his role overseeing international and content strategy for the UFC, has emphasized that state-level incentives are now a significant factor in determining where the UFC stages its events in Australia. This shift means that, while local demand, fighter rosters, and broadcast logistics still matter, the level of support from a state government can be the deciding variable.

Listen, from the very beginning, we’ve taken the long run. We’re playing a long game with Australia. We mentioned being first here in 2010 with UFC 110. Our viewpoint on Australia as one of the top markets that we go to every year is that this is going to be a massive sport in this country.

Dave Shaw via UFC Perth press conference

However, when asked about how finances vary from state to state in Australia, Shaw believed that they play a primary role in the buildup to the event. He also spoke about how tickets are distributed fairly, and complimentary tickets are reserved for partners, sponsors, and top-level executives. However, he also made sure to reassure the reporter regarding the event after being questioned about a price drop in the tickets.

It plays a major factor; it’s about the financial commitment as much as it is about the support from the government. We need to make sure we can put on the best event possible, the financial part of it. We will never put ourselves in a situation where we are bringing in a less-than-stellar product or when the final product doesn’t make sense. I think now that it’s the largest gate in UFC Fight Night Australia history.

Dave Shaw via UFC Perth post-fight press conference

Australia has hosted multiple UFC events in recent years, including UFC 305 in Perth in 2024, which has helped build familiarity with local infrastructure and fan engagement. The return to Perth for UFC Fight Night 2025 marked the promotion’s first Fight Night event in that city and signaled a continued effort by the UFC to broaden its footprint beyond traditional strongholds.

The recent UFC Perth event highlighted the complexities of this model. Reports of slow ticket sales and discounted pricing sparked debate, but site fee agreements with the Australian government ensured the event remained viable. For the UFC, such arrangements provide a safety net against fluctuating demand, while host states still benefit from global exposure and economic boosts tied to tourism.

UFC Perth undercard fighter reveals the atmosphere around the event

Fight weeks have traditionally been a spectacle for the UFC, with cities hosting events often transformed by large crowds of fans, media, and promotional activity. Australia has been no exception, with past events in Perth, Melbourne, and Sydney drawing significant attention both locally and internationally. However, the most recent UFC Perth event generated discussion for presenting a different atmosphere.

Tom Nolan talks about UFC Perth
Tom Nolan talks about UFC Perth (via X)

In the build-up to UFC Perth, lightweight prospect Tom Nolan highlighted a noticeable change in the atmosphere compared to previous visits. Known for his rising profile in the UFC, Nolan has experienced the energy of fight weeks both as a competitor and an observer. His perspective added weight to the discussion about how fans and the city as a whole received the event.

Last time here in Perth, the hotels were full of fans, the streets were full of fans, it had that real superstar sort of feel to it. This time, man, it was like a ghost town. There was no one anywhere. You could just go walk at any time and no one would recognize you. It was really relaxing. As a fighter, it was much nicer. From a fan perspective, it was kind of an eerie feeling all week.

Tom Nolan via The Ariel Helwani Show

Despite the subdued atmosphere, Nolan delivered inside the Octagon. Fighting in front of his home crowd, he secured a first-round submission victory over Charlie Campbell, which also earned the performance of the night award. His performance contrasted the quieter build-up, ensuring that his own presence left a strong mark on the UFC Perth card.

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