Mark Shapiro Indicates WWE Ticket Prices Could Rise Even Higher

If you’ve been hoping WWE ticket prices would cool off, don’t hold your breath. TKO President Mark Shapiro made it clear during the Goldman Sachs Communacopia + Technology Conference that not only are ticket costs likely to stay high—they could increase even further.

Shapiro was discussing WWE’s live event pricing strategy and how the company is still not on par with UFC in terms of profitability per fan. He explained that UFC regularly breaks records for gate revenue at iconic arenas, while WWE has been slower to optimize its pricing model.

“WWE is not where the UFC is yet, as you know, on ticket yield. We have our work to do there, but we’ve seen a meaningful increase, you know, as evidenced by the 59% margin we did second quarter with regard to EBITDA margin, which was equal to the UFC. That ticket yield and site fees [are] playing a big part driving that. And we know we have more room to go.”

He used UFC’s recent success at the United Center in Chicago as a benchmark for what’s possible:

“UFC is breaking records everywhere they go. The last numbered fight in Chicago was the highest grossing event in the history of the United Center, dating back through the Michael Jordan days… And they’re already at the table trying to get another fight for next year.”

As for why WWE has lagged behind, Shapiro didn’t mince words when it came to Vince McMahon’s past approach:

“WWE, which — granted their PLEs are mostly in stadiums, so it’s not apples to apples — and of course they have a lot more volume with RAW and SmackDown and NXT happening on a weekly basis, 52 weeks a year. But having said that, we know we have a lot, a lot of room there because Vince McMahon was primarily pricing tickets for families and wasn’t totally focused on maxing the opportunity there.”

This directly contradicts a viral false report claiming WWE would reduce ticket prices once TKO paid off its debt by 2026. That claim also suggested board members were sympathetic to fan frustration but had their hands tied until debt was cleared.

Ringside News can confirm that report is completely fake. Ticket pricing has nothing to do with TKO’s debt load. As Shapiro explained at the JP Morgan Conference on May 13, WWE’s pricing strategy is focused on:

“Dynamic pricing, yield management, and expanding margins—not paying down debt.”

WWE might be hotter than ever, but that heat comes with a hefty price tag—and it’s only getting steeper. With Mark Shapiro laying out the game plan loud and clear, fans better get used to shelling out more cash if they want to be part of the action. Gone are the days of family-friendly pricing—this is big business now, and every seat has a dollar sign on it.

Please credit Ringside News if you use the above transcript in your publication.