TKO Group Holdings Inc., a leading force in the sports and entertainment industry, has strategically enhanced its global footprint with the acquisition of three high-profile entities: Professional Bull Riders (PBR), On Location, and IMG.
The acquisitions represent a landmark move in TKO’s growth strategy, positioning the company as a premier provider of dynamic sports content, live events, and premium fan experiences worldwide.
The addition of PBR, famed for its electrifying bull riding events and loyal global fan base, brings significant reach and strengthens TKO’s roster of live sports offerings. Known for over 200 annual events and an extensive fan following across more than 65 countries, PBR adds a unique, high-adrenaline component to TKO’s expanding portfolio. Sean Gleason, CEO and Commissioner of PBR, will continue to oversee the organisation under the TKO umbrella.
On Location, a top-tier provider of exclusive hospitality and premium fan experiences is another key acquisition in TKO’s latest expansion. With access to over 1,200 prominent events, including the Super Bowl, FIFA World Cup, and the Olympic Games, On Location offers unparalleled experiences for sports fans around the globe. Paul Caine, the current president of On Location, will maintain his leadership role, focusing on enhancing fan engagement through unique, immersive events.
Meanwhile, the acquisition of IMG, a powerhouse in sports media, fashion, and talent representation, aligns seamlessly with TKO’s vision of global influence. IMG’s vast portfolio includes management of premier sporting events, distribution of media rights, and brand partnerships for renowned organisations such as the NFL, English Premier League, Formula 1, Argentine Football Association and German Football Association. Under TKO, IMG will continue to provide strategic consulting, digital services, and event management, while focusing on strengthening TKO’s position within the sports and entertainment sectors. Adam Kelly will lead IMG as president.
Ariel Emanuel, Executive Chair and CEO of TKO emphasised the importance of these acquisitions and said, “Today’s announcements reflect the continued strength of our underlying business and our commitment to deploying capital through a balanced capital allocation strategy, including through our share repurchase program and quarterly cash dividend program. This underscores our continued focus on delivering sustainable long-term value for our shareholders.”
Mark Shapiro, President and COO of TKO, highlighted the broader vision and added “PBR, On Location, and IMG are industry-leading assets that meaningfully enhance TKO’s portfolio and strengthen our position in premium sports globally. Within TKO, they will help power the growth of our revenue streams and position us to capture even more upside from some of the most attractive parts of our sports ecosystem: media rights, live events, ticket sales, premium experiences, brand partnerships, and site fees. These assets are already built into our business strategy at TKO and will serve to further enhance our strong track record of execution across UFC and WWE.”
The combined acquisitions, valued at $3.25 billion, reflect TKO’s commitment to maximising shareholder value by broadening revenue channels in media rights, sponsorship, merchandise, and ticket sales. TKO projects that the transaction will positively impact earnings per share in the short term, with anticipated growth driven by increased synergy across these integrated assets.
As TKO integrates PBR, On Location, and IMG, the leadership teams of each entity are expected to continue in pivotal roles, contributing their expertise to drive innovation and growth within their domains. This smooth transition ensures that each company will maintain its operational identity while contributing to TKO’s cohesive growth strategy.
With the acquisition complete, TKO is poised to capitalise on the rising global demand for premium sports and entertainment experiences. This expansion strengthens TKO’s role as a global leader in delivering unforgettable sports moments, engaging content, and unmatched fan experiences.
TKO Group Holdings is a premier global sports and entertainment company that includes UFC, the leading mixed martial arts organisation, and WWE, a globally recognised sports entertainment leader. TKO’s reach extends to over 1 billion households across more than 210 countries, hosting more than 300 live events annually and drawing millions of fans worldwide. Majority-owned by Endeavor Group Holdings Inc., TKO is at the forefront of shaping the future of live sports and entertainment experiences.