UFC Touts 34M Global Audience for White House Event

UFC said it reached an estimated 34 million people globally with its Freedom 250 event on the White House South Lawn on June 14, an undeniably historic number for the mixed-martial arts promotion, but one that still falls well short of prior expectations of a “Super Bowl–type” audience.

The latest figure—bringing in viewership data from countries such as Australia, China, India, South Korea, New Zealand, and the U.K.—increases the overall audience from the previously disclosed reach figure of 17 million in the U.S. and Latin America for the audacious event attended by U.S. President Donald Trump. 

The global audience reflects the “standard reporting process” from several international broadcasters that aired the event, UFC said, but the figure will be subject to further revision. Several countries, including Spain and France, will not report their viewership for at least three more weeks. 

Still, Freedom 250 set a series of audience milestones for UFC. Among them:

• A U.S. average audience of 7 million that represented its most-watched event domestically.
• A total viewership of 17 million in the U.S. and Latin America that marked the biggest exclusive live event ever for the Paramount+ streaming service. Paramount+ also said Freedom 250 has become the most-watched live event replay in its history.
• More than 126 billion views globally on social media during the week leading up to the event, representing UFC’s largest-ever exposure there. 

Before Freedom 250, UFC president Dana White predicted the show would draw “Super Bowl–type numbers.” Thanks in part to the numerous political and cultural subplots surrounding the showcase, the event gained widespread coverage in non-sports news outlets, bringing the UFC to new audiences. Super Bowl LX in February, however, drew an average audience of 125.6 million, leaving White’s comments as a bit of bravado and pre-event hype.

There will not be a repeat of Freedom 250, as White has already said, “I can’t afford it. There’s no fucking way we can do this again.” UFC went into Freedom 250 expecting to lose about $30 million on the event, recouping only half of the $60 million it cost to put on.