What happened: Merab Dvalishvili partnered with Black Rifle Coffee for a promotional collaboration ahead of fight week. The UFC highlighted the joint session as Dvalishvili prepares for his featured UFC 333 booking in Abu Dhabi.

Why it matters: The commercial activation runs alongside UFC 333 fight-week obligations in the United Arab Emirates. By Wednesday, Dvalishvili had cut 7 kg (15.5 lbs) with 5 kg (11 lbs) remaining ahead of official weigh-ins.

What to watch: UFC 333 airs Saturday, Oct. 24 from Abu Dhabi, with the main card starting at 2 p.m. ET on Paramount+ and Aaron Pico opening the main-card slate.