In a blockbuster move that’s shaking up the sports industry, TKO Group, the parent company of WWE and UFC, is acquiring Professional Bull Riders (PBR), On Location, and IMG from Endeavor Group in a massive $3.25 billion all-stock deal. The acquisition is a strategic leap for TKO as it seeks to expand its dominance in the premium sports market.
Ari Emanuel, CEO of both Endeavor and TKO, has been navigating Endeavor’s transition toward being taken private, making this sale part of the restructuring process. TKO COO Mark Shapiro highlighted the deal’s potential, stating that it will boost TKO’s ability to capitalize on media rights, live events, brand partnerships, and ticket sales across global markets.
PBR, with its 200 annual live events and reach to over 285 million households, will be a major addition to TKO’s expanding portfolio. On Location, which provides premium experiences for elite sporting events like the Super Bowl and Final Four, and IMG, a key player in sports media and event management, will further strengthen TKO’s grip on lucrative sports ventures.
While this deal sets the stage for TKO’s future growth, Endeavor will still hold significant influence, owning around 59% of TKO once the transaction finalizes next year. Analysts see the move as a way for TKO to unlock new revenue streams and gain a firmer foothold in the ever-growing global sports ecosystem.
The acquisition is set to close in the first half of 2025, marking a transformative moment for TKO as it reshapes the sports entertainment landscape.
