UFC And WWE Merger Complete, Dana White Upgraded To CEO

November 15, 2023
6 months

Dana White has been given the role of CEO of the UFC following the merger between the organization and the WWE. 

On September 12th, 2023, the UFC parent company Endeavor completed the merger with the WWE in order to form TKO Group Holdings, Inc.

As a result, the company has now begun to trade on the New York Exchange stock market. Endeavor will have a 51 percent share while WWE shareholders will have a 49 percent stake.

Vince McMahon and Ari Emanuel were named on the board. However, Dana White was surprisingly left off it. And yet, the role of CEO has given White a bigger say than what he used to have. 

White’s New Role

“Dana White is now Chief Executive Officer of UFC and Lawrence Epstein remains Senior Executive Vice President and Chief Operating Officer of UFC. Nick Khan continues at WWE in the role of President.”

Much in the same way, Emanuel predicted that the merger would do big things for the UFC moving forward. With the rise of the PFL and recent investment of over $100 million from the Saudi Public Investment Fund through its entity, SRJ Sports Investments, the UFC will need to push the boundaries even further. With that being said, Emanuel had this to say. 


“The creation of TKO marks an exciting new chapter for UFC and WWE as leaders in global sports and entertainment. Given their continued connectivity to the Endeavor network, we are confident in our ability to accelerate their respective growth and unlock long-term sustainable value for shareholders. With UFC and WWE under one roof, we will provide unrivaled experiences for more than a billion passionate fans worldwide,” Ari


This naturally begs the question: what does this mean for the UFC moving forward? Well, there is a bigger potential to have crossover events with the WWE.

Ronda Rousey has already shown that MMA fighters are capable of making a name for themselves in the WWE. And that can only be a good thing for the UFC’s branding moving forward.

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