BY MIRABEL ODETA
NEW YORK — TKO Group Holdings reported that it lost approximately $30 million from its high-profile UFC event held at the White House in June, though company executives said the showcase achieved major marketing and branding objectives that extended far beyond ticket revenue.
The event, known as UFC Freedom 250, was staged on June 14 on the South Lawn of the White House and featured seven professional mixed martial arts bouts. The card coincided with President Donald Trump’s birthday and drew thousands of invited guests, including administration officials, members of Congress, military personnel and business leaders.
Speaking during the company’s quarterly earnings call on Monday, TKO Chief Financial Officer Andrew Schleimer said the company had anticipated the financial loss before hosting the event because of its unusually high production costs.
According to Schleimer, the event required approximately $60 million in production expenses, making it one of the most expensive UFC events ever staged. Although sponsorships and global partnership agreements helped offset some of those costs, the event ultimately resulted in an estimated $30 million loss.
He said the company expected the financial outcome and viewed the event as a strategic investment rather than a traditional revenue-generating fight card.
Unlike standard UFC pay-per-view events, UFC Freedom 250 did not offer tickets for sale to the general public. Instead, attendance was limited to approximately 4,000 invited guests, eliminating a significant source of event revenue that typically contributes to the company’s earnings.
The absence of ticket sales contributed to a decline in TKO’s live events and hospitality revenue during the second quarter.
Company financial results showed revenue from live events and hospitality fell to $47.8 million during the quarter, down from $58.5 million during the same period a year earlier.
The earnings report attributed much of the decline to the lack of ticket sales for UFC Freedom 250 and the scheduling of one fewer numbered UFC pay-per-view event compared with the previous year. The report noted that stronger financial incentive packages partially offset the decrease.
Operating expenses also increased during the quarter, driven by higher athlete compensation and elevated production costs associated with the White House event.
As a result, TKO’s adjusted earnings before interest, taxes, depreciation and amortization margin declined from 59% during the second quarter of 2025 to 52% during the latest reporting period.
Despite the financial loss, company executives described the event as a significant success from a marketing and business development standpoint.
TKO President and Chief Operating Officer Mark Shapiro said the White House fight card generated more than $1 billion in earned media value, providing worldwide exposure that few sporting events are capable of achieving.
Shapiro said the event also strengthened the company’s commercial relationships by attracting 25 new marketing partners, many of whom signed multi-year or multi-event sponsorship agreements.
He added that the event delivered the strategic results the company had envisioned by expanding the UFC brand and increasing its visibility on a global scale.
President Donald Trump attended the event alongside UFC President and Chief Executive Officer Dana White, a longtime ally and supporter. White has previously praised the event as a unique experience but indicated that the company is unlikely to stage another White House fight card because of the substantial financial commitment required.
Despite the losses tied to UFC Freedom 250, TKO reported strong overall financial performance during the second quarter.
The company posted net income of $303.9 million, representing an increase of $30.8 million compared with the same quarter last year, reflecting continued growth across its portfolio of sports and entertainment properties.
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