UFC 168 is expected to be one of the biggest pay-per-view (PPV) events of all time, so the promotion decided to jack the price up by an additional five bucks to capitalize on the massive buy rate. In the grand scheme of things, this is still a business, so I get it, strike while the iron is hot and all that jazz.
But why are both UFC 169 and UFC 170 being advertised for $59.95?
UFC President Dana White insisted that UFC 168 -- raised from the usual $54.95 -- was a one-time increase and a decision "some guys in the office" decided to make. Since there is no one above White or UFC CEO Lorenzo Fertitta, I'm not sure what "guys" he is referring to.
The Las Vegas fight boss also said he would never raise the PPV price for a UFC event, so I guess a little "White" lie should be expected from time-to-time (just ask this guy). It's also entirely possible that whoever is responsible for data entry at UFC.com is just copying and pasting the numbers from each previous event and doesn't know any better.
Photo via Bloody Elbow.
They call that an "oversight" ... one that benefits the promotion's bottom line.
With multiple media outlets reporting the PPV pricing for the next two events, I anticipate a statement from the mixed martial arts (MMA) promotion sooner rather than later. If not, expect the question to be raised at the next post-fight media scrum.
And expect the answer to be similar to this.