MarketsJun 13, 2026
TKO Is Purposely Losing Money. Wall Street Is Buying the Strategy
Event Marketing
Rhea Lobo
Discover
TKO Group Holdings is deliberately writing a $30M loss into its books, and its chief operating officer is framing that as a bargain.
The UFC's parent company constructed a temporary arena on the White House South Lawn for a fight card tied to America's 250th anniversary and President Trump's 80th birthday, an event that's equal parts marketing strategy and political lightning rod.
TKO expects $30M in corporate sponsorships against a total production bill exceeding $60M, with confirmed sponsors including Crypto.com and Ram Trucks, a Stellantis division.
"We see this once-in-a-lifetime stage as a strategic investment to drive subscriber acquisition at Paramount+, massive audience sampling for the UFC overall and Super Bowl-like earned media across the globe," — Mark Shapiro, President and COO, TKO Group Holdings.
The Paramount+ angle gives that strategy a measurable outlet. Last year, Paramount Skydance struck a $7.7B deal with the UFC.
The promotion's debut on the streaming service pulled an average of nearly 5M views, a record for an exclusive live event since the platform's 2021 launch. A White House backdrop, broadcast globally, is designed to push that number higher.
TKO shares are up ~21% this past year, and Benchmark analyst Mike Hickey recently flagged the White House event as one of several upcoming "incremental catalysts" for the stock, per MarketWatch.
Trump purchased between $15K and $50K in TKO stock on Mar. 25, just over two weeks after the fight card was publicly announced, according to his May 8 financial disclosures filed with the US Office of Government Ethics. The White House dismissed any conflict-of-interest concerns, telling The Athletic that "President Trump only acts in the best interests of the American public."
A federal judge declined to halt the event on Jun. 12, citing the near-yearlong planning effort, coordination across seven federal agencies, and the $60M already committed. Judge Amit P. Mehta did note valid concerns about the potential "commercial exploitation" of protected national landmarks.
Watchdog groups have separately flagged the opacity around Freedom 250, the National Park Foundation entity running anniversary programming. Dana White donated nearly $1M to a Trump fundraising committee during the 2024 presidential race, a fact critics have cited when questioning TKO's access to the South Lawn.
TKO's thesis is straightforward: absorb a short-term loss now, capture long-term subscriber growth and global brand reach through Paramount+.
Two specific risks could break the story. Paramount Skydance's proposed acquisition of Warner Bros. Discovery faces potential antitrust lawsuits from multiple states, which could disrupt TKO's most important distribution relationship at exactly the moment TKO needs that partnership to deliver on Sunday's investment.
White himself told The Hollywood Reporter that rain, lightning, and bug swarms from the arena's bright lights are the event's three biggest operational threats, a reminder that even a $60M production runs on weather luck.
