Inside The Pitch Deck: How Endeavor Positioned the WWE and UFC Merger to Brands

In 2023, Endeavor acquired WWE as part of its strategy to consolidate entertainment properties under one umbrella, similar to its acquisition of UFC. Consequently, the company formed TKO to encompass both UFC and WWE.

In addition to retaining its separate brand partners, WWE and UFC are also attracting new ones. With UFC attracting the youngest demographic among all sports, it has successfully captured the attention of younger audiences. In the sense that there is a great crossover appeal between WWE and UFC, Robby Miller, UFC’s VP of Global Partnerships explained, UFC and WWE are in synergy with one another when it comes to attracting sponsors and brands.

“The synergy between the two properties is being recognized and UFC is seeking to maximize its reach. Without Endeavor, it would not have been possible, and even before, it wouldn’t have made sense since WWE and UFC have different audiences,” said Miller.

A key aspect of Endeavor’s pitch to advertisers was highlighting the opportunities presented by the merger between WWE and UFC: maximizing media rights value, enhancing sponsorship deals, accelerating talent and brand placements, expanding product licensing, and developing innovative content customized for audiences around the world. To increase brand awareness and deepen engagement among the global fan base, they emphasize cross-promotion. 

Since the merger, WWE has been actively seeking sponsors and other avenues for ad revenue, according to WWE president Nick Khan. This effort began last year when WWE utilized its ring, barricades, and press conferences for product placement spots, reminiscent of World Championship Wrestling’s approach in the 1990s. Meanwhile, UFC revamped its content strategy to offer fans a deeper insight into its fighters and events, most recently with its fan-first strategy at UFC 300. Additionally, UFC attracted new brand partnerships with companies such as Venum, Black Rifle Coffee, Games Global, and Prime.

As of this writing, Endeavor has not responded to a request for comment, and WWE has declined to comment.

After spending ten years at Endeavor (he did not participate in the WWE deal), Shaun Clair co-founded Gray Wolf, a firm that specializes in partnership amplification. According to him, this agreement reinforces a vision that Endeavor’s leadership has consistently emphasized externally – Endeavor’s flywheel is a powerful force that can surround and strengthen any property or client.

“Endeavor had some operational learnings from owning UFC that it could apply to WWE, since both had a similar model of using pay-per-view to supplement media revenue from linear and streaming,” said Clair.

Daniel Farkas, a strategic communication professor at Ohio State, referenced Bill Parcells’ saying, “The best ability is availability.” Farkas noted the importance placed on being a consistent and steady presence on weekly TV and PPV/premium live events, highlighting how WWE and UFC feed the content demand with matches and fights. He also found the international expansion intriguing, as every major sports league is looking beyond the U.S. for growth. Since 2023, WWE has hosted several major events in Europe, Saudi Arabia, and Australia and UFC has done the same.

“Those events aren’t as notable in the U.S., but the crowd gate and international numbers were through the roof,” said Farkas. “The financial numbers also suggested room and interest to expand the footprint.”