*AI Images of Theodore Roosevelt, Conor McGregor and Max Holloway UFC has used
TKO Group Holdings President and COO Mark Shapiro believes live sports could be unusually well positioned as artificial intelligence continues to transform the wider media industry, arguing that the company’s events and fan-driven experiences offer a form of protection from AI disruption.
Speaking with Goldman Sachs lead entertainment analyst Stephen Laszczyk at the Communacopia and Technology Conference, Shapiro was asked where TKO could find additional long-term growth beyond the media-rights increases already reflected in its 2026 outlook. He pointed toward the unique appeal of watching major sporting events in person.
“You’ve got to believe that live events, the ticket sales and premium hospitality that follows that will remain robust for years to come, that we are anti-AI,” Shapiro said. “Sports is one of those areas, genres, content carriers that ultimately builds a moat in front of AI. You want to see it live. You want to be a part of it. You want to share it with your friends. You want snackable content.”
Shapiro also argued that the emotional connection between fans and live events could become even more valuable as AI makes it increasingly easy to produce and distribute digital content.
“Everyone suffers from FOMO, especially the young viewers and audiences that watch and line up to see our product,” Shapiro said. “If you believe that’s going to continue to drive, especially as AI democratizes content and I believe increases the scarcity of what we offer, then you’re going to be sitting in a good place.”
That argument comes despite UFC and WWE already incorporating AI and other automated technologies into parts of their promotional and production operations. UFC, for example, has experimented with AI-supported tools for athlete promotions and social media material as sports organizations increasingly use technology to produce and package content around events.
TKO has also continued expanding its digital reach around major UFC events. The UFC 316 card at the White House earlier this year was part of the promotion’s Fourth of July programming strategy with Paramount Plus and came during a period in which TKO has increasingly relied on digital marketing and automated content distribution to maximize exposure for its properties.
Shapiro did not directly discuss the apparent contradiction between AI being used within TKO’s operations and his description of live sports as “anti-AI.” Instead, he focused on the company’s financial performance and its ability to generate cash as its media and commercial agreements develop.
He highlighted a projected 600-basis-point improvement in margins at the midpoint of TKO’s 2025 guidance, bringing the figure to 39.6 percent. Shapiro also pointed to expected year-end leverage below two times and free cash flow conversion of more than 60 percent as signs that TKO can remain financially resilient as the media landscape changes.
The executive further reiterated TKO’s ambition to reach $1.2 billion in global partnerships by 2030. He also cited a financial incentive package target of between $380 million and $420 million.
According to Shapiro, both targets could potentially be increased at an investor day expected during the first quarter of next year if the company’s advertising inventory continues to gain momentum alongside its Paramount Plus and ESPN media-rights agreements.
