TKO Group Holdings executives Ari Emanuel and Mark Shapiro made clear their enthusiasm for high-profile UFC events during a recent CNBC interview, with both leaders emphasizing the unprecedented value of the promotion’s White House appearance earlier this year.
When asked about the $30 million margin impact from the UFC event celebrating the president’s birthday and America’s 250th anniversary, Emanuel was unequivocal about its worth.
“It was actually in plan. We actually knew it was one of the great brand experiences of all time for us on a global basis,” Emanuel explained.
Shapiro went further on the exposure generated: “That kind of stage that billion dollars you got to pay billion dollars of earned media.” When pressed on whether that figure was legitimate, Shapiro doubled down: “I think it’s actually conservative.”
The event’s impact extended beyond traditional sports coverage, as Shapiro noted. He said, “We had news outlets covering it, not just sports. We broke out into the mainstream. That kind of awareness for the UFC is truly unprecedented and something we’ll capitalize on in terms of business growth going forward.”
Emanuel added that the event dominated conversation: “It was in the Zeitgeist conversations here, every newscast, as he said around the world. Social was through the roof.”
Most tellingly, when asked if they would repeat such an event, Shapiro didn’t hesitate. He noted, “If we could do another event at the White House next year, we would.”
Beyond the White House spectacle, the executives addressed Wall Street concerns about partnership revenue growth at WWE and UFC. Shapiro pushed back against narratives of deceleration, explaining that international events in the first half limited global partnership sales.
“The second half, a ton of global partnerships deals take effect, many multi-year, all high margin, all recurring, and we will finish over 20% year-over-year increase on WWE partnership revenue for the year,” he stated.
On UFC’s global expansion, Shapiro emphasized the promotion’s reach. He stated, “We’re taking UFC all over the world. We’re seen in over 200 countries and territories right now either live and in person to come and see the actual card or on television with our new deal with Paramount Plus.”
Emanuel added that demand remains strong: “Our kind of site fees are up all over the place. People are calling us from all over the world wanting us to come.”
When discussing TKO’s valuation relative to traditional sports franchises, Emanuel made a provocative comparison.
He stated, “If the Lakers are selling for 12.5 billion, Mark and I are involved in four leagues. If a one team is worth 12 and a half, what is four leagues worth then?” He characterized their properties as having distinct advantages. “Our leagues are global. They’re 365 days a year and we’re just getting started global and we have a lot of guaranteed contracts.”
