In a groundbreaking move, TKO Group Holdings has revealed plans to merge the global partnership teams of two sporting giants, UFC and WWE. TKO aims to create one of the most formidable sports marketing portfolios in the world by combining the strengths of the two entities. This strategic merger will provide brands with unparalleled access to increased brand visibility and unique integration possibilities across WWE and UFC's leading content.

The decision comes in light of the remarkable growth experienced by UFC's global partnerships business since its acquisition by Endeavor in 2016. Recognizing the similar potential in WWE's partnerships division, TKO envisions a sports marketing powerhouse capable of rivaling the world's biggest sports properties. With hundreds of live events per year and a global reach that rivals any other, UFC and WWE together create an enticing opportunity for premium brands to engage with their massive fan bases around the world.

Leading the newly integrated global partnerships team will be Grant Norris-Jones, who has been promoted to the role of EVP and Head of Global Partnerships at TKO. Norris-Jones has played a key role in driving UFC's global partnerships unit, which has seen six consecutive years of record revenue. Joining him in an expanded role as TKO's EVP of Global Partnerships will be Lou Koskovolis, a key executive from Endeavor's partnerships team.

The journey towards this merger began with the announcement following WrestleMania 39 that WWE and UFC would be joining forces under the Endeavor umbrella, forming a new sports and entertainment company. Five months later, TKO Group Holdings was officially founded, signaling the culmination of extensive planning and preparation.

The integration of UFC and WWE's global partnership teams will provide marketers with unprecedented opportunities to integrate and activate within the highly popular content produced by both organizations. With TKO's aim to leverage the global reach of these two influential brands, it is poised to transform the landscape of sports marketing.

As the newly formed sports and entertainment conglomerate takes shape, the industry awaits eagerly to witness the unparalleled collaborations and synergies that will emerge in the coming months. The stage is set for TKO Group Holdings to redefine the way global brands engage with sports audiences worldwide.