Glendale Expands Sports Tourism
Published on September 09, 2026
Glendale Expands Sports Tourism Impact Through New Sponsorship With Arizona Sports & Events Alliance
Three-year Agreement With Tko Group Holdings Brings Ufc, Wwe, Pbr & Zuffa Boxing Events To Glendale, Arizona
The City of Glendale is strengthening its position as a premier destination for sports and entertainment through a sponsorship with the Arizona Sports & Events Alliance, supporting a landmark three-year agreement with TKO Group Holdings that will bring a portfolio of UFC, WWE, PBR, and Zuffa Boxing events to Glendale.
The sponsorship represents a significant opportunity to maximize the impact of TKO’s event portfolio throughout the three-year agreement by driving visitation, generating economic activity and increasing national and international exposure for Glendale.
Through the sponsorship, the City of Glendale and the Arizona Sports & Events Alliance will work collaboratively to promote Glendale as the destination of choice for all TKO fans. Efforts will focus on encouraging overnight stays, extending visitor trips, promoting local businesses and attractions, and showcasing the wide range of experiences available throughout Glendale and the region.
“Glendale has established itself as a premier destination for SEAR 1 events, and this partnership builds on that momentum,” said Glendale Mayor Jerry P. Weiers.
“Hosting UFC, WWE, PBR, and Zuffa Boxing events provides an incredible opportunity to welcome visitors from across the country while supporting our local businesses, hospitality industry and broader economy. We are proud to partner with organizations that share our vision for maximizing the benefits these world-class events bring to our community, and with state shared revenue - all cities across Arizona win.”
The sponsorship makes Glendale the official host destination partner for each TKO event. Funding for the sponsorship will come from existing bed tax dollars. A bed tax is a fee charged by local or state governments on short-term lodging stays, such as hotels or vacation rentals, to fund local public services and tourism programs.
“When the world's biggest sports and entertainment brands choose to come here, it's a reflection and result of what this community has built in the last two decades," said Glendale City Manager Patrick Banger. "Working alongside the Arizona Sports & Events Alliance, we can share that story with a national audience and give visitors a reason to see why so many of us are proud to call Glendale home.”
The sponsorship will support marketing and promotional initiatives surrounding TKO events, with a focus on reaching event attendees and potential visitors before, during and after their time in Glendale.
The Arizona Sports & Events Alliance will also play an important role in connecting the TKO event portfolio with broader regional sports tourism initiatives, helping amplify the reach and economic benefits of the events beyond the venues themselves.
“Major events create their greatest impact when we work together,” said President & CEO of the Arizona Sports & Events Alliance Jay Parry. “Glendale has proven that it is an exceptional host for world-class events, and this partnership gives us an opportunity to build on that strength connecting fans with everything the destination has to offer while driving meaningful economic impact for Glendale and the broader region.”
The three-year TKO agreement reinforces Glendale’s reputation as a nationally recognized sports and entertainment destination and underscores the city’s continued commitment to attracting events that generate economic opportunity while elevating the community’s profile.
As Glendale prepares to welcome fans for UFC, WWE, PBR, and Zuffa Boxing events, the City and its partners will work together to ensure visitors experience more than the event itself, encouraging them to explore Glendale, stay longer, spend locally and discover why Glendale is a destination worth returning to.