TKO President Mark Shapiro says UFC won’t profit from White House event, accept $30 million loss

TKO expects $30 million loss on White House event

Staging the event is expected to cost more than $60 million, with sponsorship revenue estimated at approximately $30 million. That projection leaves the organization bracing for a sizable deficit.

TKO president and COO Mark Shapiro suggested the exposure and strategic benefits outweigh the immediate financial impact.

“Whatever we lose — [a projected] $30 million at this point — on the event, are we really losing? Other properties would kill to have the opportunity we’re going to have.”

He described the showcase as an opportunity for heightened visibility rather than a standard commercial venture. UFC CEO Dana White has previously committed to covering the full cost of the production.

UFC prioritizing exposure over profit

The event, expected to feature six or seven bouts, does not yet have an official fight card. It is anticipated to be simulcast on CBS and Paramount+.

Shapiro reiterated that generating profit is not part of the plan despite the scale of investment involved for the White House event.

“This is going to be enormous in terms of attention, in terms of earned media, in terms of our fans being happy…”

“We are going to fully capitalize on the stage that is the White House, but we’re not going to capitalize on America; we will not profit from this event no matter what.”

Despite the projected shortfall, executives believe the long-term brand exposure associated with hosting an event at the White House justifies the expenditure.