Cristiano Ronaldo teams up with Topuria

Cristiano Ronaldo, one of the most influential soccer players of the past few decades alongside Lionel Messi, is entering the world of mixed martial arts. Not literally, but as a shareholder in WOW FC, the MMA promotion that also counts UFC star Ilia Topuria among its investors.

“A powerful moment for the sport”

“MMA represents values I truly believe in - discipline, respect, resilience, and the constant pursuit of excellence. WOW FC is building something unique and powerful, and I’m proud to join this project to help elevate the sport and inspire the next generation,” said the Al Nassr forward, who has been spotted ringside at UFC events in Saudi Arabia, cheering on fighters like Shara Magomedov.

Topuria, the reigning UFC bantamweight and lightweight champion who became a WOW FC shareholder last August, welcomed Ronaldo with high praise: “Having Cristiano Ronaldo join WOW FC is a powerful moment for the sport. He represents the highest standards of professionalism, hard work, and global excellence. Together, we will push MMA to new heights and inspire athletes and fans around the world to believe that anything is possible.”

WOW on the up

According to company data, WOW has seen explosive growth - attendance at its events has surged by 400%, surpassing 5,000 fans per show. From its first card in 2019 at Madrid’s Novotel Hotel, the promotion has skyrocketed to fill major venues like Vistalegre, Madrid Arena, Seville’s Palacio de Deportes, and Bilbao Arena.

The front rows often feature big names - politicians, TV personalities, actors, and musicians. Broadcasts, available via UFC Fight Pass and Movistar+, now reach over 170 countries. WOW has even introduced its own championship belts.

“Organic and active” role for CR7

Ronaldo’s arrival signals a clear ambition: breaking out of Spain and accelerating global expansion across Europe, Latin America, and the Middle East - a region flush with cash and passionate about combat sports.

Arturo Guillén, WOW’s executive chairman, underscored the significance: “Cristiano Ronaldo joining WOW FC is a historic moment. CR7 is more than a global superstar - he is a symbol of ambition, resilience, and excellence. His belief in our mission validates everything we’ve built and elevates the future we are shaping. Together - with Cristiano, Ilia Topuria, our athletes, partners, and the millions who follow this movement - we are ready to redefine the role MMA can play in global culture.”

The expectation is that Ronaldo’s involvement will be “organic and active”, helping to expand MMA’s footprint worldwide.

When are the next WOW events?

Next up for WOW: two major cards where Ilia Topuria will serve as the face of the brand, much like Dana White does for the UFC. The events are set for November 24 at Vitoria’s Buesa Arena and December 13 at Madrid Arena. With just 24 numbered events under its belt, WOW first brought Topuria on board - and now Ronaldo. The upcoming fight cards promise to deliver serious firepower.

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