Dana White’s love for combat sports and his business prowess have been the pillars of this sport’s success. He and his team have turned the UFC into a household platform for showcasing the best martial arts talent, and it’s been growing ever since. However, there are times when adversity hits the company too, just like it does for the fighters. UFC 315 in Canada with a few days away, the numbers are a bit troubling for the promotion.

The year 2024 was strong for the UFC, with events like UFC 300, UFC Sphere, and UFC 303 delivering record-breaking gates. 2025 also started well, as UFC 311 through 314 pulled solid numbers, thanks to stars like Islam Makhachev, Dricus Du Plessis, Alex Pereira, and Alexander Volkanovski. However, Belal Muhammad vs Jack Della Maddalena hasn’t matched the momentum. Both PPV buys and gate numbers look a little rough, though Dana White appears content with how things stand.

Dana White Unfazed by underwhelming ticket sales for UFC 315

Despite UFC 315 driving considerably little fan interest, Dana White remains unfazed. In a chat with Aaron Bronsteter, he addressed claims that the UFC has peaked, confidently dismissing them. White highlighted the global potential, noting that 8 billion people offer endless markets to explore. He also revealed plans for an event in Baku, Azerbaijan, headlined by Khalil Rountree and Jamahal Hill, marking a bold step toward expanding the promotion’s international footprint.

Dana White told Aaron Bronsteter, “If you look at the year last year, and the year before that we still continue to move around and break records. We’re still breaking record, everytime we go somewhere. We’re going to Baku right? When I tell people we’re going everywhere people probably look at me and roll their eyes. We’re going to Baku, we’re going everywhere.”

Following that, Dana White also emphasized how Canada and its audience have always been a strong market for the UFC. He noted that it’s always a spectacle when Canadian fans show up for live events, creating an electric atmosphere. At the same time, he pointed to many untapped regions around the world, suggesting that the promotion still has massive growth potential.

He added, “And, when you continue to go to these markets where you never been before It’s like just we we were talking about Canada. People who come and experience a live event, it’s a completely different expereience it’s complete different watching it on television or in a bar. And it just the market explodes. Then you look at the markets that we’ve been to long. We haven’t been here till 10 years. Belal is from Chicago. We haven’t been in Chicago in a long time. And, if you look into these markets they havn’t been in a long time, the sport just keeps getting bigger and bigger.

The UFC has primarily catered to American audiences, but it has also expanded into international markets in recent years. Flagship events have increasingly been held in Abu Dhabi. At the same time, Mexico has become a frequent destination, especially with the success of their annual Noche UFC event, which has delivered substantial numbers. Now, with a push towards Azerbaijan, the UFC is also looking to open up the Caucasus region. Alongside that, the promotion seems to tap into the Asian markets further.

However, as the UFC sets its sights on these new markets, will the American region start to lose priority? Let’s examine the Pay-Per-View and gate numbers to see if Canadian fans are truly investing their interest in the UFC 317 event, which might provide some answers.

Estimated PPV gate and buys for UFC 315

UFC events in Canada have delivered mixed results over the years regarding PPV buys and Gate. Take UFC 231 in Toronto, headlined by Max Holloway vs. Brian Ortega, which pulled in around 300,000 PPV buys. With UFC 215 in Edmonton on September 2017, which featured Amanda Nunes vs. Valentina Shevchenko 2, that managed only about 100,000 buys.

Expectations for UFC 315 are less. The card is currently starred by Belal Muhammad and Jack Della Maddalena, and PPV buys are projected between 100,000 and 200,000. A realistic midpoint estimate of 150,000 buys at $79.99 per PPV would generate approximately $12 million in revenue. Lower and higher ends generate $8 million and $16 million, respectively.

As for the live gate, the Bell Centre in Montreal seats around 21,100 fans. With only about 50% of tickets sold five days before the event, roughly 9,000 seats, that will put early gate revenue between $3.6 million (at a $400 average ticket) and $4.5 million (at $500). 

If late sales push attendance to around 19,000, the gate could rise to $7.6–$9.5 million. For context, UFC 297 in Toronto drew 18,559 fans and earned a $7.9 million gate, proving Canada can still deliver under the right circumstances. Given the current price, the PPV price, the 315 can generate about $7M—$10M once most tickets are sold. Also, MMA Mania reported that currently, 92% of tickets have been sold. 

So, that being said, do you think UFC 315 can garner more attention? Or will it be regarded as the most underperforming PPV? Please share your thoughts in the comment box.