Saudi Arabia in the Running for Next Major WWE or UFC Event as TKO Hunts Global Payouts

TKO President Mark Shapiro just made it crystal clear — the company is going full Formula 1 with its biggest events, and that includes cities around the world fighting — and paying — to host WWE and UFC shows.

Speaking at the Goldman Sachs Communacopia + Technology Conference, Shapiro said TKO is actively talking with cities like Detroit, Atlanta, Charlotte, London, Paris, and several Middle Eastern markets to lock down massive site fees for its premium live events. That could include WrestleMania, SummerSlam, UFC Fight Nights, or even boxing and PBR cards. He compared the strategy to F1’s global business model and made one thing abundantly clear:

“We’re having a lot of conversations — everywhere from Atlanta to Charlotte, you know, to London and Paris. I mean, no shortage of countries similar to F1 that want to see us bring our show to town.”

Shapiro didn’t mince words about the real priority either:

“We’re going to maximize those opportunities both in kind. But most important to me is cash. You know, cash. Cash kills.”

When pressed on UFC specifically, Shapiro revealed that TKO is working to add a second Saudi-hosted UFC event, even though Abu Dhabi currently holds the exclusive Middle East rights. To get around that, TKO is structuring deals to split revenues between territories and confirmed Doha, Qatar, as another target.

“We’re in conversations right now with the Saudis in Abu Dhabi on bringing a UFC Fight Night to Saudi. We’ve done one before, but we’re embarking upon bringing a second one there. And that should be financially a very good story for everybody involved.”

While WWE’s WrestleMania is certainly in the mix, the bigger takeaway is this: every TKO property is for sale to the highest bidder. On the business front, Shapiro also dropped another monster update — TKO’s sponsorship money is exploding. He said UFC has gone from a modest $30–$40 million in sponsorship revenue under Endeavor to now pushing $300 million, and WWE is chasing even more.

“UFC is now knocking on the door of $300 million in global partnerships. And then of course WWE is coming up the rear, adding to that. And we should surpass $400 [million]. Our goal was $375, but we should surpass $400.”

Those numbers are only going higher, thanks to new media rights deals with ESPN and Paramount+, which unlock two minutes of extra ad inventory per hour. Shapiro explained how this opens the door for 360° advertising deals — everything from in-arena branding to supermarket aisles.

“So you take the UFC deal that you’re talking about… we’ve got all-in broadcast integration. All in-arena, we control. And then of course our IP in terms of supermarket aisles and consumer products, we control.”

And advertisers are jumping on board fast:

“More and more brands, especially as these two properties become more mainstream, want to be involved with us.”

With cities lined up to host shows and brands eager to pay, the message is clear: TKO isn’t just promoting fights — it’s selling spectacles to the highest bidder.

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