Endeavor President Mark Shapiro Describes Strategy to Grow WWE After UFC Merger

04/04/2023 10:18 am EDT

Endeavor's plans to merge the WWE and UFC into one multi-billion-dollar are currently in motion following Monday's announcement of a sale. But outside of who will hold what executive position within the new company, it's unclear what this will mean for the pro wrestling promotion going forward. Endeavor President Mark Shapiro dropped a few hints during a new interview with Sports Business Journal, explaining that the company will use the same strategy that helped grow the UFC after they bought the MMA promotion back in 2016. 

"We're going to run the UFC playbook," Shapiro said. "The opportunity to put Vince McMahon's creative head with Dana and Ari is going to create a significant amount of value for shareholders."

That'll include growing WWE's sponsorship, licensing, hospitality and ticket businesses along with pushing stars to be involved in more movies, non-scripted shows and commercials.

"That's how it has successfully played out for the UFC over the last six years. Remember when we bought it for $4.1 billion? People thought that price was crazy. Now, it is valued at $12.1 billion. I mean, what a story. We hope to do the same thing with the WWE," Shapiro continued. 

"In many internal conversations that Vince and I would have with one another, the question wasn't whether we thought we could do it all on our own. Yes, we could do it on our own, but it probably takes 10 years," WWE CEO Nick Khan added.

Fightful Select reported on Monday that one aspect of Endeavor's strategy for the UFC likely won't carry over to WWE — a la carte pay-per-views. In order to buy a UFC pay-per-view, you have to not only subscribe to ESPN+, but then throw down an extra $80 when you watch a show. Sean Ross Sapp's sources claimed WWE doesn't intend to go that route. 

WWE WrestleMania 39 Night One Results

• WWE United States Championship: Austin Theory def. John Cena
• The Street Profits (Montez Ford & Angelo Dawkins) def. Braun Strowman & Ricochet, Alpha Academy (Chad Gable and Otis) and The Viking Raiders (Erik & Ivar)
• Seth Rollins def. Logan Paul
• Becky Lynch, Trish Stratus and Lita def. Bayley, Dakota Kai and Iyo Sky
• Rey Mysterio def. Dominik Mysterio
• SmackDown Women's Championship: Rhea Ripley def. Charlotte Flair
• Undisputed WWE Tag Team Championships: Kevin Owens & Sami Zayn def. The Usos

WWE WrestleMania 39 Night Two Results

• Brock Lesnar def. Omos
• Ronda Rousey & Shayna Baszler def. Liv Morgan & Raquel Rodriguez, Natalya & Shotzi, Chelsea Green & Sonya Deville
• WWE Intercontinental Championship: Gunther def. Sheamus, Drew McIntyre
• Raw Women's Championship: Bianca Belair def. Asuka
• Edge def. "Demon" Finn Balor (Hell in a Cell)
• Undisputed WWE Universal Championship: Roman Reigns def. Cody Rhodes

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