The highly anticipated UFC 304 event, set to take place on July 27 at the newly opened Co-Op Live Manchester Arena in England, has generated a lot of controversy. UFC President Dana White announced the event, which will see Tom Aspinall and Curtis Blades 2 fight for the interim heavyweight belt, and Leon Edwards and Belal Muhammad defend the welterweight title but the timing of the event keeps European fans informed feel disrespected.
Late Night for UK fans
UFC 304 will take place in Manchester, but the timing has been tailored to the American audience. According to reports, the prelims will start at 11 PM BST (3 PM PT) and the main card will start at 3 AM BST (7 PM PT). This nightly show is considered a big problem for UK fans. As one fan revealed on Instagram, “This is crazy insulting, but money talks. America buys a lot of PPVs.”
Why American time?
The decision to cater to an American audience is not unreasonable. The United States is the UFC’s primary market, contributing 31.95% of all visits to UFC.com. Other important markets are Canada (7.53%), the UK (6.84%), Germany (5.2%) and Australia (3%). While this may make business sense, it leaves UK fans feeling on the sidelines.
Curtis Blades Rises with Concerns
UFC heavyweight champion Curtis Blades was one of the first to express his frustration. “You wouldn’t have a McGregor fight at 4am. No matter where in the world it is. That’s a little low, but I don’t care. I get title fight purse money,” Blades said, alluding to the perceived injustice.
Fans Reaction: Disappointment and Laughter
Fans took to social media to express their displeasure. A fan in the U.S. sympathized with the UK fans, saying, “As the US. the fan, I really don’t care when the card is early in the day and sometimes sucks for UK fans.” Another fan commented sarcastically , “At 5am the boys fought”. Others called the timing “wild, disappointing and disrespectful to UK audiences”.
A Professional Decision
Despite the setback, it’s clear that financial considerations are driving the UFC’s decision. U.S. and a large promotional market. One fan pointed out, “Duh, they charge Americans $80 per PPV but everywhere else in the world they charge $5 a month”.
Concept of Leon Edwards
Welterweight champion Leon Edwards offered an explanation that logistics issues may be to blame. “I think they said the pay-per-view was already booked for Utah, right? And then they – so the slot was already booked so when they changed it to Manchester they couldn’t even change the time with the TV station,” Edwards said.
Some fans offered new times. “Really, can we be like 12 PM EST? As that is the main drinking time for Sunday and it is much better to go to bed before 12 am. (Sorry Brits, at least that will be before 3 though),” one fan pointed out.
A Fragmented Answer
Reactions to the season have been mixed. Some fans are outraged, while others see a silver lining. “It’s nice that they did this now I don’t have to worry about working during fights,” commented one fan from the US. said, presenting the UFC’s diverse global audience.
Economic Reality
At the heart of this debate are hard economic realities. The UFC’s revenue from the U.S. market far exceeds other sources of income. These economic considerations heavily influence policy decisions, even if it means alienating part of their global following. One social media user highlighted the income disparity, “They charge Americans $80 per PPV but everywhere else in the world they charge $5 a month”.
As UFC 304 approaches, the debate surrounding its timing remains unresolved. Dana White seems to have decided to prioritize the American market. Whether this decision will affect the success of the program remains to be seen, but it has certainly stirred up strong emotions in the global MMA community.
