• Loading stock data...
Friday, September 5, 2025
Fox Analyst and Media Entrepreneur Greg Olsen to Speak at Tuned In Get your ticket now!

WWE-UFC Parent Aims for Dominance Comparable to the NFL and FIFA

  • TKO Group Holdings creates single global partnerships unit.
  • Company aims to land deals that are typically attainable by the NFL, FIFA, and IOC.
Stephen R. Sylvanie-USA TODAY Sports

The parent company of WWE and UFC is aiming to compete against the largest leagues and governing bodies anywhere, now having finished the commercial aspects of its $21.4 billion merger. 

Nearly four months after coming into existence through the UFC-WWE merger, TKO Group Holdings has taken a major step to monetize the vision of the corporate union by creating a single global partnership unit, combining sponsorship sales for both the scripted WWE pro wrestling entity and the unscripted UFC mixed martial arts promotion. 

Far from just an internal efficiency move, the restructuring is designed as positioning TKO toward landing large-scale deals that are typically the province of leading global entities such as the NFL, FIFA, and the IOC.

“Together, UFC and WWE create a sports marketing powerhouse, with hundreds of live events per year and a reach that’s equal to, or better than, the world’s biggest sports properties,” said Andrew Schleimer, TKO chief financial officer. 

Time of Transition

The creation of the single TKO sales unit represents a point of strength in what has been several months of transition surrounding TKO and its majority owner, Endeavor Group Holdings. Since the September closing of the WWE-UFC merger, Endeavor has initiated a corporate review that could lead to that company again becoming a private entity amid a largely stagnant stock, and WWE founder Vince McMahon sold nearly $642 million worth of TKO shares in November. 

Despite that, UFC and WWE continue to achieve their own successes within the TKO umbrella, including UFC finalizing plans for its first event at the Sphere in Las Vegas and striking a record-setting sponsorship deal with Bud Light, and WWE completing a rights agreement with the CW Network for its development circuit, and a separate, $1.4 billion rights pact with NBC for the U.S. rights to SmackDown.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

NFL’s Expected Early-Season Ratings Boost Gets Off to a Stormy Start

The kickoff game somewhat resembles the delays last year in an SNF game.
Dec 21, 2015; New Orleans, LA, USA; New Orleans Saints wide receiver Marques Colston (12) makes a 12-yard touchdown catch in front of Detroit Lions defensive back Dwight Bentley (41) in the fourth quarter of the game at the Mercedes-Benz Superdome.
exclusive

Marques Colston Wants You to Invest in Sports Assets With Him

The former NFL star is launching a fund anyone can invest in.
opinion

Brady Still Has Conflict of Interest. NFL Is Clearly Unconcerned

The league doesn’t see an issue with Brady being a minority owner.

Featured Today

Dec 21, 2024; Kansas City, Missouri, USA; Kansas City Chiefs quarterback Patrick Mahomes (15) gets ready to take the field prior to a game against the Houston Texans at GEHA Field at Arrowhead Stadium.

How Brazil Game Fits Into NFL’s Plans for World Domination

Friday night’s Chiefs-Chargers game in São Paulo is big by design.
Oct 13, 2024; Philadelphia, Pennsylvania, USA; Philadelphia Eagles quarterback Jalen Hurts (1) and wide receiver A.J. Brown (11) celebrate their touchdown pass during the second quarter against the Cleveland Browns at Lincoln Financial Field.
September 2, 2025

TV Ratings Just Changed Again. The NFL Will Be the Big Winner

Nielsen’s new viewership system will have a big impact on sports.
Ohio State Buckeyes wide receiver Jeremiah Smith (4) celebrates with offensive lineman Donovan Jackson (74) after a touchdown catch against Notre Dame Fighting Irish in the first quarter during the College Football Playoff National Championship at Mercedes-Benz Stadium in Atlanta on January 20, 2025.
August 30, 2025

The Most Expensive Roster Year in College Football History

The House settlement created revenue-sharing—and a big NIL loophole.
August 26, 2025

‘You’re Going to Get Beat Up’: The Liberty’s All-Male Practice Squad

A select group suits up weekly to take on the defending champs.
Valkyries

Valkyries Are Only Latest WNBA Team To Be Displaced in Playoffs

Several important playoff series have been moved over the years.
Walker Cup
September 4, 2025

Prestigious Cypress Point Is Hosting Biggest Golf Event in 35 Years

Fans get a rare glimpse at one of the most exclusive courses.
September 5, 2025

MLB Attendance Is Holding Steady, but Gap Widens Between Teams

Recent attendance data varies widely from market to market.
Sponsored

Trailblazer Cal Calamia Is Racing for ‘Advocacy, Storytelling, and Performance’

The marathoner wants excellence—not just inclusion—to be the goal for non-binary athletes.
September 4, 2025

NBA Hopes Global Format Can Revive 2026 All-Star Game

A new, globally themed format is in development for the midseason showcase.
September 3, 2025

Scheffler, McIlroy, but No LIV at Trump Jupiter Made-for-TV Showcase

The eight-player team showcase will take place Dec. 17 in primetime.
Caitlin Clark
September 3, 2025

Podcast Deletes Episode With Big3 Announcer’s Claim of $15M Caitlin Clark Offer

Clark’s WNBA contract was less than $80,000 in her first season.
September 3, 2025

Barcelona, AC Milan Abroad? Fan Groups Reject Travel Plans

Supporter groups warn of a “Pandora’s box” if overseas games happen.