On September 14, 2024, UFC made history by producing the first-ever live sports event inside Sphere Las Vegas—a groundbreaking venue known for its 160,000-square-foot interior LED display and the world’s largest exterior LED, the 580,000-square-foot Exosphere. The event, Noche UFC, was staged during Mexican Independence Day weekend and served as both a tribute to the Mexican people and their enduring fighting spirit. To honor this tradition, UFC developed a unified brand identity that came to life across every touchpoint: from immersive “Worlds” inside Sphere that evolved with each fight, to culturally inspired broadcast graphics seen by millions at home, to the Exosphere lighting up the Las Vegas skyline with bold Mexican motifs. Fans experienced the celebration through a takeover of the Sphere atrium, live mariachi and folklorico performances, interactive activations, and limited-edition merchandise that became the highest-selling in UFC history. More than just a fight card, Noche UFC was a cultural showcase—a fusion of design, storytelling, and innovation that set a new benchmark for live sports and entertainment. By authentically celebrating Mexican heritage while pioneering the possibilities of Sphere’s technology, UFC created a once-in-a-lifetime event that connected fans around the world to the heart of Mexico’s fighting tradition.