WWE’s parent company TKO Holdings has completed its acquisition of several assets from Endeavor.
As well as WWE and the UFC, TKO now officially includes Professional Bull Riders (PBR), On Location, and IMG.
The move to acquire those properties was first announced in October 2024. The deal is an all-equity transaction valued at $3.25 billion.
On Location is a provider of premium hospitality experiences for more than 1200 sporting events.
IMG is a multifaceted company that distributes and produces sporting content, as well as handling media rights and brand partnerships.
PBR will be part of the ‘TKO Takeover’ weekend in Kansas City, Missouri. The T-Mobile Center in the city will play host to a PBR event on Thursday, April 24th; a UFC Fight Night on Saturday, April 26th; and WWE Raw on Monday, April 28th.
TKO issued a press release on Friday, which stated:
TKO COMPLETES ACQUISITION OF SPORTS ASSETS FROM ENDEAVOR
IMG, On Location, and PBR embolden TKO’s portfolio
NEW YORK and BEVERLY HILLS, CA (February 28, 2025) – TKO Group Holdings, Inc. (“TKO”) (NYSE: TKO), a premium sports and entertainment company, today announced the close of its acquisition of IMG, On Location, and Professional Bull Riders (“PBR”) from Endeavor Group Holdings, Inc. (“Endeavor”) (NYSE: EDR).
“These industry-leading businesses will strengthen our portfolio of world-class IP and capabilities, helping us further capitalize on the momentum of the growing sports and entertainment ecosystem,” said Mark Shapiro, President and COO of TKO. “By enhancing our expertise in sports rights, production, and premium events and experiences, we are better positioned to power the growth of UFC, WWE, and our extraordinary roster of partners.”
IMG is a leading global sports marketing agency servicing more than 200 rightsholders – including The R&A (The British Open), the All England Lawn Tennis Club (Wimbledon), and Major League Soccer (MLS) – across media rights, production, brand partnerships, digital content, and event management. On Location is a leading provider of premium hospitality and live experiences for more than 1,200 sporting events, including all premier NFL events, FIFA World Cup 26™, and the Milano Cortina 2026 and Los Angeles 2028 Olympic Games. PBR is the world’s premier bull riding organization, promoting more than 200 global events annually.
TKO’s acquisition of IMG does not include businesses associated with the IMG brand in licensing, models, and tennis and golf representation, nor IMG’s full events portfolio, which remain part of Endeavor.
