UFC 306 at The Sphere: MSG Entertainment's Joel Fisher Goes Inside the Venue's First Live Sports Event

UFC 306 at The Sphere: MSG Entertainment's Joel Fisher Goes Inside the Venue's First Live Sports Event Next-gen technology will be deployed to create a different kind of live-event experience By Jason Dachman

Thursday, September 12, 2024 - 3:24 pm

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On Saturday night, a new era in live sports television will dawn with the first-ever live sports event to be hosted at The Sphere in Las Vegas. UFC 306: Noche UFC is being dubbed a once-in-a-lifetime immersive sporting event that will deploy Sphere's next-gen tech to create an entirely different kind of live-event experience. Following more than a year of planning and collaboration between the UFC and the venue's owner, Madison Square Garden Entertainment, Saturday night's event will finally bring the power of The Sphere to sports events.

MSG Entertainment's Joel Fisher: This combination of entertainment and the sporting event itself is harnessing the enormous power of technology and creating this transformative environment.

UFC President/CEO Dana White, who says the event cost $20 million to produce, calls UFC 306 a love letter to Mexico and a tribute to the Mexican people for their contributions to combat sports. In celebration of Mexican Independence Day, UFC has created a series of films that will take over the 160,000-sq.-ft., 16Kx16K-resolution interior display plane during the event. In addition to the world's highest-resolution LED display and advanced concert-grade audio system, fans inside The Sphere will be able to actually feel the action, thanks to the venue's haptic seats, which provide force feedback based on the action in the Octagon. In addition, the Exosphere will be used throughout the night with key art and highlights to bring fans closer to the event, while in-house stats and information feeds integrate real-time stats and fighter information on the interior display plane of Sphere.

In anticipation of this historic production, SVG sat down with Joel Fisher, EVP, marquee events and operations, Madison Square Garden Entertainment, to discuss how UFC came to be the first sport to take place in The Sphere, his company's collaborative relationship with White and the UFC, what fans can expect inside - and outside - the venue on Saturday night, the key differences between presenting a U2 concert experience and a sports event at The Sphere, and what other sports he expects to welcome to the venue in the future.

How did the initial idea for this event came about?

We [at Madison Square Garden] have a long history with the UFC, including helping them get sanctioned for the first event in New York with UFC 205. We invited Dana [White] to see U2 at The Sphere, and he was absolutely blown away. He called me the next day to say UFC wanted to be the first live sporting event in The Sphere. That was the beginning of months of conversations and planning.

Once the event was finalized, what did the early planning stages look like?

We all agreed that, if we were going to do this and do it right, we needed to plan well in advance and have a unified vision of what this was going to look like. About a year ago, I met with Craig Borsari [chief content officer/executive producer] and Pete Dropick [EVP, event development and operations] during a Top Rank boxing event at [Madison Square] Garden, and we worked closely together from that point forward to ensure that everything was perfect.

The Sphere was a vision directly from our Chairman/CEO Jim Dolan. He wanted to create this new medium that disrupted the traditional venue model and shook up an industry that hasn't been innovated in a long time. To be able to deliver the first live sporting event and broadcast it to the world - there will be as many as a billion people watching - is very exciting for both us and UFC.

What will the experience be like for fans on Saturday night?

The experience starts before you've even entered [the venue] because we have the exosphere, which creates a one-of-a-kind visual experience. Once you get into the building, fans will be able to explore and interact with immersive-technology experiences in the Atrium. The UFC is taking over the entire Atrium and decorating it around the theme of Mexican Independence Day. The second you walk in, you'll feel that you're immersed in this special event, including a mariachi band and a variety of content on the different displays.

We also have plenty of exciting moments leading up to the fight. On Thursday, we are doing the press conference right outside in one of the parking lots with The Sphere as the background. On Friday, they will do the weigh-in outside in front of The Sphere with UFC creative [content] on the exosphere. UFC is also doing a fan fest starting on Friday and running through the pre-fight preparations on Saturday.

On fight night, fans are going to experience something that literally has never been seen before in sports. We've worked with UFC on six films that will be [displayed] on our incredible 16K media plane. These interstitials will be seen throughout the night between the fights and will provide a tribute to Mexico and their history and fighting in MMA. It should be incredible. I've been fortunate to see a lot of the storyboards and content that they're presenting, and it's going to be a genuine spectacle.

We also have an audio system that is unlike anything else you've ever heard, as well as haptic seats so that [fans] will actually feel it when somebody gets hit or hits the canvas. People inside the building are going to get this overall experience that you simply cannot match in a regular venue.

What are the major differences between presenting a concert or entertainment event at The Sphere and producing a sports event? What are the primary factors you have to co

LINK:	https://www.sportsvideo.org/2024/09/12/svg-sit-down-msg-entertainments...
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