TKO COO Says WWE Ticket Prices Expected to Increase Amid Revenue Shift

TKO, WWE's parent company, is shifting its ticket pricing strategy to maximize revenue, moving away from the family-friendly pricing model established by Vince McMahon. At the Goldman Sachs Communacopia & Technology Conference, TKO COO Mark Shapiro explained that WWE is replicating the UFC's successful ticket yield model, focusing on increasing average revenue per ticket through advance sales and premium pricing. This change has already contributed to a significant increase in WWE’s live event and hospitality revenue, which rose by $41.4 million year over year in the second quarter. Shapiro also emphasized that cities wanting repeat WWE events must meet higher financial commitments, with the company willing to take shows to other markets if demands are not met. Despite fan concerns about rising ticket costs, WWE leadership appears committed to this revenue-first approach, signaling that ticket prices are likely to continue climbing. The strategy reflects TKO's broader goal of maximizing profitability from WWE's live events, following the model set by UFC.