Mark Shapiro of TKO Discusses WWE’s Growth and Why It’s Still in Its Early Stages

At the Goldman Sachs Communacopia + Technology Conference, TKO President Mark Shapiro shed light on the sponsorship opportunities that Endeavor believes were underutilized when they acquired WWE. Shapiro highlighted that while changes have already occurred since WWE and UFC merged into TKO, there is still considerable work ahead.

“We’re just beginning this journey,” Shapiro remarked. “The integration process is ongoing, and we’re only a year into it. We still have much to accomplish. Nick Khan has been actively traveling to pitch WWE’s potential.”

Shapiro also pointed out that WWE’s current status can be considered “20 years old,” possibly referencing the company’s public debut in 1999 under Vince McMahon. Despite this, Shapiro emphasized that there is ample opportunity for WWE to further boost its revenue.

To bolster WWE’s earnings, TKO plans to enhance ticket sales, which Shapiro noted had been insufficient for some time. Since taking charge, WWE has increased ticket prices, and Shapiro suggested this trend will likely continue.

In addition, Shapiro revealed that WWE will scale back its number of live events, commonly known as “house shows,” next year. He explained that the profit margins from these events are too narrow to justify maintaining a heavy schedule, making such events less financially viable.