UFC lost $30 million on White House event, but says it was worth it
TKO Group Holdings, the parent company of the Ultimate Fighting Championship, says it lost $30 million hosting its June 14 mixed martial arts event on the White House grounds.
Thousands packed the South Lawn to watch Justin Gaethje defeat Ilia Topuria to win the UFC lightweight championship during a night of fights that stretched late into the evening.
The event, dubbed UFC Freedom 250, as it was dubbed, was staged as part of America’s 250th birthday celebration. It also took place on President Donald Trump’s 80th birthday.
TKO Chief Financial Officer Andrew Schleimer said this week the company took a financial hit hosting the event. “We incurred significantly higher-than-normal costs, which we partially offset with sold-out global partnerships inventory,” he said.
It marked the first combat sports event ever held on White House grounds as part of the nation’s 250th anniversary celebration.
No ticket sales
The UFC did not sell tickets to the June event. Instead, the UFC and White House invited roughly 4,000 guests, including Trump administration officials, members of Congress, military personnel and business executives.
Without ticket revenue, TKO said UFC Freedom 250 contributed to a decline in live-event and hospitality revenue during the second quarter, which The Hill reported was roughly $10 million lower than the same period a year earlier.
Increased exposure for MMA and UFC
Despite the loss, company executives called the event a “roaring success,” pointing to the publicity it generated, new business relationships and broader exposure for the UFC brand.
The audience extended far beyond those on the South Lawn. The UFC and broadcast partner Paramount Skydance said the event drew nearly 35 million viewers worldwide.
TKO President and CEO Mark Shapiro said the event generated more than $1 billion in what the company calls “earned media value” through global publicity.
“It also deepened our commercial relationships,” Shapiro said. “Adding 25 new marketing partners to our roster — many signing multi-year or multi-event deals.”
No more UFC events slated for the White House
UFC CEO Dana White, a longtime Trump ally who entered the event alongside the president, has since said the White House card will be a one-time event.
White called the event an “amazing experience” but said “it will never happen again,” citing roughly $60 million in production and logistics costs required to stage the outdoor event.
TKO also owns the popular WWE wrestling brand.
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Ella Rae Greene, Editor In Chief
