TKO Group Holdings combines UFC and WWE global partnerships to form marketing powerhouse

TKO has integrated its global partnership team with UFC and WWE, strengthening one of the most extensive sports marketing portfolios around the world.

According to a press release shared with Business Wire, UFC has forged major brand partnerships in recent years with organizations such as PRIME Hydration, Anheuser-Busch, DraftKings, Crypto.com, Jose Cuervo, Monster Energy, Timex, and VeChain. .

When it comes to WWE, it has a rich history of acquiring major sponsorships. So in the last year alone, WWE has partnered with blue-chip groups like General Mills, Applebee’s, PepsiCo, Mattel, Netflix, Slim Jim, Pizza Hut, and Snickers.

Grant Norris-Jones of the UFC’s Global Partnerships team is currently leading the new pair as Executive Vice President and Head of Global Partnerships. Additionally, Norris Jones and Lou Koskovolis will assume the roles of Executive Vice President, Global Partnerships.

Commenting on this recent announcement, Andrew Schleimer, TKO’s Chief Financial Officer, said:

“UFC’s global partnership business has been a key growth area since Endeavor acquired UFC in 2016, and we believe WWE’s partnership business has similar potential. Together, UFC and WWE are building a sports marketing powerhouse.”

he added:

“With hundreds of live events annually, we have a reach that rivals or exceeds that of the world’s largest sports venues. Our newly integrated global partnership team will bring premium brands, highly popular content from UFC and WWE We offer an opportunity to integrate, activate, and increase engagement with their large fan base around the world. ”

Check out some of the buzz surrounding the new UFC and WWE merger below.

How TKO and WWE came to merge with UFC

The stunning nearly $20 billion deal announced in April 2023 and then traded on the New York Stock Exchange last September marked a major loss for TKO.

Endeavor, the UFC’s management company, currently owns 51 percent of WWE, bringing the biggest organizations in professional wrestling and mixed martial arts under the same ownership umbrella.

The new organization’s initial top players are Endeavor CEO Ari Emanuel (new CEO), WWE co-founder Vince McMahon as new executive chairman, UFC’s Dana White as new CEO, and Nick Carn as WWE’s new CEO. He was to remain as president.