UFC and WWE Combine to Create $21.4B Sports Entertainment Company

UFC and WWE Combine to Create $21.4B Sports Entertainment Company

Felix Yim 03/04/2023
UFC and WWE Combine to Create $21.4B Sports Entertainment Company

World Wrestling Entertainment (WWE) and Ultimate Fighting Championship (UFC) have joined forces to create a new sports entertainment company.

The combined entity, which will be publicly traded and led by Endeavor CEO Ari Emanuel, is valued at $21.4 billion, with Endeavor taking a controlling 51% stake and existing WWE shareholders holding a 49% stake.

The new company, which has not yet been named, aims to maximize the value of combined media rights, enhance sponsorship monetization, develop new forms of content, and pursue strategic mergers and acquisitions to further bolster their brands. With a collective fanbase of more than a billion people and an exciting growth opportunity, WWE and UFC will create a live sports and entertainment powerhouse that is set to take the world by storm.

This article will explore the opportunities presented by WWE and UFC being part of the same parent company, as well as the reasons behind the merger, the potential synergies, and the regulatory hurdles that need to be overcome.

Why Merge Now?




WWE has been a family-run business for decades, with Vince McMahon purchasing Capitol Wrestling from his father in 1982 and taking the regional wrestling business to a national audience with the likes of wrestling stars such as Andre the Giant, Hulk Hogan, and Dwayne “The Rock” Johnson. The company, which changed its name to World Wrestling Federation and later World Wrestling Entertainment, hosted its first WrestleMania in 1985 and has since become a global phenomenon.

However, in recent years, WWE has faced increased competition from streaming services such as Netflix, Hulu, and Amazon Prime, as well as declining viewership on traditional television. The COVID-19 pandemic has further exacerbated these challenges, with live events and ticket sales severely impacted.

Meanwhile, UFC has been growing in popularity, attracting a younger demographic and a more diverse fanbase. The company has also been successful in securing lucrative media rights deals, including a $1.5 billion agreement with ESPN in 2018.

By merging with UFC, WWE can tap into the growing popularity of mixed martial arts and expand its reach to a wider audience. The combined entity will have a diverse portfolio of live events, pay-per-view shows, and digital content, as well as a strong presence on social media platforms such as YouTube, TikTok, and Instagram.

Potential Synergies

The merger of WWE and UFC presents a number of potential synergies that could benefit both companies. For example, there is already a synergy talent-wise between the two businesses, with stars such as Brock Lesnar and Ronda Rousey crossing over between the two companies.

By bringing these two brands together, the new company will have a larger talent pool to draw from and can create new storylines and matchups that appeal to fans of both WWE and UFC. The company can also leverage the popularity of individual wrestlers and fighters to create new merchandise and sponsorship opportunities.

In addition, the combined entity can maximize the value of media rights by bundling WWE and UFC events and selling them as a package to streaming services and television networks. This would enable the company to negotiate more favorable deals and increase revenue.

The new company can also develop new forms of content that appeal to fans of both WWE and UFC, such as documentaries, reality shows, and podcasts. By leveraging the creative talent of both companies, the new entity can create compelling content that engages fans and builds loyalty.

Finally, the merger can help WWE and UFC expand their global footprint by tapping into new markets and audiences. UFC has already made significant inroads in Asia, and WWE has a strong following in Europe and Latin America. By combining their resources, the new company can accelerate its international growth and reach new fans around the world.

Regulatory Hurdles


While the merger between WWE and UFC parent company Endeavor Group Holdings Inc. is expected to create a sports entertainment powerhouse with a combined enterprise value of $21.4 billion, the deal still needs to overcome regulatory hurdles before it can be finalized.

The merger has to be approved by regulatory bodies such as the United States Securities and Exchange Commission (SEC) and the Federal Trade Commission (FTC), among others. These regulatory bodies will look at the potential antitrust implications of the merger, particularly its impact on competition in the sports entertainment industry.

The UFC and WWE are two of the biggest players in the sports entertainment space, and a merger between the two could potentially create a monopoly or a dominant player that could stifle competition. This could be a cause for concern for regulatory bodies tasked with ensuring that competition in the market is healthy and that consumers have access to a variety of options.

One potential hurdle to the merger is the issue of media rights. The combined company will look to maximize the value of combined media rights, which could give the company a dominant position in the sports entertainment industry. This could make it difficult for other players in the market to compete, particularly those who rely heavily on media rights to generate revenue.

Another issue that could arise is the impact of the merger on the talent market. The combined company will have a vast talent pool that could potentially limit the opportunities available to other players in the market. This could lead to concerns about fair competition and the potential for a lack of diversity in the sports entertainment industry.

Despite these potential hurdles, the WWE-UFC merger could also provide opportunities for growth and expansion. For one, the combined company will have a massive global reach with a collective fanbase of more than a billion people. This could create opportunities for the company to expand into new markets and tap into new revenue streams.

Another potential opportunity is the development of new forms of content. The WWE and UFC have both been experimenting with new forms of content, such as virtual reality and augmented reality experiences, that could provide a new way for fans to engage with their favorite sports entertainment brands.

Moreover, the combined company could potentially enhance sponsorship monetization, given its massive reach and loyal fanbase. This could open up new revenue streams for the company, particularly as traditional advertising continues to decline in importance.

Finally, the merger could also lead to strategic mergers and acquisitions that could further bolster the company's brands. With a combined enterprise value of $21.4 billion, the WWE-UFC merger could attract interest from other players in the sports entertainment industry who are looking to expand their reach or tap into new markets.

While the WWE-UFC merger faces several regulatory hurdles, it also presents significant opportunities for growth and expansion in the sports entertainment industry. The combined company will have a massive global reach, a vast talent pool, and the potential to tap into new revenue streams through the development of new forms of content and enhanced sponsorship monetization.

Share this article

Leave your comments

Post comment as a guest

terms and condition.
  • No comments found

Share this article

Felix Yim

Tech Expert

Felix is the founder of Society of Speed, an automotive journal covering the unique lifestyle of supercar owners. Alongside automotive journalism, Felix recently graduated from university with a finance degree and enjoys helping students and other young founders grow their projects. 

Cookies user prefences
We use cookies to ensure you to get the best experience on our website. If you decline the use of cookies, this website may not function as expected.
Accept all
Decline all
Read more
Tools used to analyze the data to measure the effectiveness of a website and to understand how it works.
Google Analytics