Did WWE Buy UFC: Ownership and Merger Facts
WWE did not directly buy UFC. In 2023, WWE and UFC merged under a new parent company called TKO Group Holdings, which is publicly traded on the NYSE under the ticker TKO. The merger combined WWE and UFC operations under a single publicly listed entity, with WWE and UFC continuing as distinct brands within TKO Group Holdings. The deal was completed in September 2023, and the combined company is led by CEO Ari Emanuel and co-CEO Mark Shapiro. The merger was structured as a reverse merger, with UFC parent company Endeavor Group Holdings merging into WWE, and the resulting entity operating as TKO Group Holdings. You can review the official merger announcement and structure details at https://www.forbes.com/sites/forbesbusinesscouncil/2023/09/12/wwe-ufc-merger-tko-group-holdings/.
Before the merger, WWE was a publicly traded company on the NYSE under the ticker WWE, and UFC was owned by Endeavor Group Holdings, which also owned other entertainment and sports assets. The combined TKO Group Holdings now oversees both WWE and UFC as separate operating divisions. The merger created the world's largest combat sports and professional wrestling entertainment company, with a combined audience across television, streaming, and live events. The structure allows WWE and UFC to maintain separate brands, rosters, and event schedules while sharing corporate resources, technology, and global distribution networks. The combined company's market capitalization and revenue figures reflect the scale of the merged entity in the live entertainment and sports industries.
TKO Group Holdings Structure and Leadership
TKO Group Holdings is the parent company that now owns both WWE and UFC. The company is headquartered in Stamford, Connecticut, and operates WWE and UFC as distinct divisions with separate leadership teams. WWE is led by President Nick Khan, while UFC continues to be led by President Dana White under the TKO umbrella. The board of directors of TKO Group Holdings includes representatives from both the former WWE and Endeavor leadership, with Ari Emanuel serving as CEO and Mark Shapiro as co-CEO. The corporate structure is designed to maintain brand identity while enabling cross-promotional opportunities and shared infrastructure across both wrestling and mixed martial arts properties.
The leadership team at TKO Group Holdings includes executives with backgrounds in sports, entertainment, media, and finance. The company's structure allows for shared investments in content production, digital platforms, and global distribution while keeping the WWE and UFC brands operationally distinct. The merger created a single public company that owns the two largest combat sports entertainment properties in the world, with combined annual revenues that reflect the scale of both organizations. The company's financial reporting and corporate governance are subject to SEC regulations as a publicly traded entity on the NYSE.
Current WWE and UFC Operations Under TKO
WWE continues to produce weekly television shows, pay-per-view events, and a global live event touring schedule under the TKO Group Holdings umbrella. UFC continues to operate as the premier mixed martial arts promotion, with its own event calendar, athlete contracts, and broadcasting agreements. Both brands maintain separate rosters, championships, and brand identities, but they now share corporate resources and strategic direction under TKO Group Holdings. The merger has facilitated cross-promotional content, shared digital platforms, and expanded international distribution for both WWE and UFC events and programming.
The combined company's streaming and media strategy includes partnerships with major broadcast networks and digital platforms to distribute WWE and UFC content globally. WWE's media rights deals and UFC's broadcasting agreements are managed within the TKO Group Holdings corporate structure, allowing for coordinated negotiations and shared technology infrastructure. The merger has also created new opportunities for athlete cross-promotion, live event scheduling, and international market expansion for both WWE and UFC. The combined entity's market position in the entertainment and sports industries reflects the scale of both organizations operating under a single public company.