UFC 306 is set to feature a unique crossover event, as Daryl Dixon from AMC’s The Walking Dead makes his presence known in the octagon. Tonight, UFC 306 will take place at the Sphere in Las Vegas, and for AMC, this partnership comes just two weeks ahead of the premiere of the new season of The Walking Dead: Daryl Dixon – The Book of Carol on September 29. The series logo will be prominently displayed in the center of the octagon canvas throughout the evening.
This promotional strategy targets a key audience for The Walking Dead franchise, reminiscent of AMC’s marketing approach during the peak popularity of shows like Mad Men. The preliminary fights for the pay-per-view event, priced at $79.99, begin at 4:30 PM PT/7:30 PM ET, with the main event anticipated to kick off around 7 PM PT/10 PM ET.
UFC’s Dana White is touting this event as a “love letter” to Mexico, coinciding with Mexican Independence Day celebrations. The night, titled “Riyadh Season Noche UFC,” is co-headlined by a highly anticipated matchup between bantamweight champion Sean O’Malley and top contender Merab Dvalishvili.
While Norman Reedus, the actor behind Daryl Dixon, is currently filming the third season of the series in Spain and won’t attend the live event with nearly 20,000 fans, he and co-star Melissa McBride will star in a new promotional ad airing on ESPN channels tonight.
Grant Norris Jones, EVP and head of Global Partnerships at TKO, expressed excitement about the partnership, noting how significant this exposure is for AMC and its fan-favorite franchise. Kim Granito, AMC’s chief marketing officer, also emphasized the uniqueness of this promotional opportunity, stating that placement on the octagon canvas is truly special.
In addition to Daryl Dixon’s promotion, UFC 306 will include a film narrated by Gael Garcia Bernal that celebrates pivotal moments in Mexican history, shown throughout the event on the Sphere’s interior screens. As for The Walking Dead: Daryl Dixon – The Book of Carol, the upcoming season promises to reunite Reedus’ character with McBride’s beloved Carol Peletier. It will feature a total of six episodes, airing from September 29 to November 3, just ahead of the U.S. general elections.