TKO President Mark Shapiro views the upcoming June 14 UFC White House event, designed to celebrate the 250th anniversary of The Declaration of Independence, as a long-term investment rather than a profitable card.
Shapiro confirmed that the price tag for the South Lawn event has ballooned to roughly $60 million—nearly triple the cost of the UFC’s 2024 “Noche” event at the Las Vegas Sphere. Shapiro estimated that the UFC will be able to offset approximately half of the total spend through sponsorship and media rights, leaving a $30 million gap. Because the event is invitation-only, the UFC is forfeiting millions in potential gate revenue. The budget includes a $700,000 allocation to replace the South Lawn immediately following the card. Despite the $30 million projected loss, Shapiro described the event as an ‘investment’ for the company’s future value.
“At the moment, the UFC event at the White House is slated to cost upwards of $60 million dollars. By the time all is said and done, and what we pay the fighters and the fanfest, that could move north, it’s definitely not moving south. It’s still a moving target. We’re working to determine, on a parallel track, a package of inventory in and around the weekend of events that we can monetize, primarily with corporate partners, which will offset half of the spending. Even if that 60 goes up, we believe we can offset half of the spend. Today, we see it as 60 offsetting 30.
“We have several interperspective partners that are pursuing multi-year partnerships with TKO assets that will likely be inclusive of the White House event. They are inquiring about inventory as part of their greater partnership deals that they either already have or are negotiating in the future. We will not profit from the White House event independently. We will not be making money on America’s 250th Anniversary. This is an investment for the long term. This is about earned media, sampling new fans and casual viewers, a spectacle on a stage that will ultimately expand our audience, our viewership, and our success on Paramount+,” Shapiro said