On November 28, a bombshell hit the mixed martial arts MMA ecosystem. Cristiano Ronaldo took a decisive step in his multi sport investment strategy by acquiring a stake in The Way of Warriors FC WOW FC, a Spanish promotion in which Ilia Topuria is also one of the main shareholders.
Cristiano Ronaldo
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“We couldn’t have chosen anyone better. This validates our project,” says Arturo Guillén, president of WOW FC, in an interview with Palco23. Guillén sees Cristiano Ronaldo as “the definitive step toward making MMA mainstream,” a goal the competition has pursued since its launch in 2019.
While the exact size of the investment has not been disclosed, Guillén acknowledges that the figures are “significant,” making Ronaldo “a key reference partner within the company.”
“He wants to be very involved and active in the project,” the executive adds.
MMA is attracting growing interest from high profile figures on the global stage. WOW FC, for instance, has received investment offers from former footballers such as Radamel Falcao and Mario Suárez.
“Ilia’s rise has been crucial. He is the biggest global star in MMA, just like Cristiano Ronaldo, who generates interest not only because of his reach but also because of the quality of his message,” the president explains.
UFC fighter Ilia Topuria
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From a business standpoint, WOW FC has set a medium term target of staging up to 40 events per calendar year. In 2025 alone, the promotion has already held twelve events, two more than were initially scheduled at the start of the year.
It has visited cities such as Bilbao, Madrid, Seville, Alicante, Marbella and Vitoria, with others on the roadmap including Barcelona, Oviedo, A Coruña, Valladolid, Córdoba, Menorca and the Canary Islands.
Regarding international expansion, Guillén admits that “we are generating such a broad demographic audience that it allows us to be ambitious.” The president adds that “companies from Latin America, the Middle East and Europe have reached out to us,” identifying these regions as the main potential growth markets.
WOW FC’s revenues, which have not been disclosed, have already reached seven figures. “What matters is growth,” Guillén insists. Compared to 2024, “we will close the year with 400 percent growth in both ticket sales and revenue,” he confirms.
This rapid expansion means that profitability is not yet the main priority. “We could already reach break even,” Guillén acknowledges, adding that “I would rather host an event with 100,000 people and lose 100,000 euros than stage an event with 1,000 people and make 1,000 euros.”
Ticketing is currently the largest source of income, although senior management told this outlet almost a year ago that the sale of media rights is expected to become the primary revenue stream in the short term.
“That is our objective.” At present, WOW FC has agreements with Movistar+ and the UFC to broadcast its fights via streaming platforms.