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WWE Sister Promotion Zuffa Boxing Lands Media Rights Deal - Wrestling Inc.

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  Published in Media and Entertainment on Monday, September 29th 2025 at 11:54 GMT by WrestlingInc.com
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WWE Expands Into Boxing With TKO, Secures Media Rights Deal With Paramount

In a move that signals a fresh chapter in the world of sports entertainment, WWE has announced a new joint‑venture with former UFC president Dana White’s TKO Sports, a partnership that will bring WWE superstars into the boxing ring and secure the media rights to those bouts through Paramount+. The deal, unveiled last week on WWE’s official blog and followed up with press releases from both WWE and TKO Sports, is the culmination of a multi‑year strategy to diversify the company’s content portfolio and leverage its global distribution network.

WWE TKO: A New Brand for a New Era

The WWE‑TKO collaboration will create a dedicated brand—called WWE TKO—that will produce boxing events featuring WWE talent, boxing stars, and cross‑promotional matchups that could range from a high‑profile face‑off between a WWE main‑event star and a world‑champion boxer to a unique storyline that blends wrestling storytelling with the athleticism of boxing.

According to the press release from WWE, the partnership was designed “to deliver high‑octane, crossover entertainment that builds on WWE’s tradition of blending spectacle and sport.” The first event, scheduled for December 2024, will take place at Madison Square Garden and is expected to feature a card that includes WWE’s top stars—Riddle, Kofi Kingston, and Roman Reigns—as well as top-tier boxing contenders.

“We’re excited to bring the excitement of boxing into the WWE universe,” said Dana White, president of TKO Sports, in an interview with Sports Illustrated. “It’s a natural fit. WWE’s creative genius combined with the high‑stakes nature of boxing can produce an unforgettable experience for fans worldwide.”

WWE’s Vice President of Creative, Kevin Dunn, added that the TKO brand will allow the company to explore “new storytelling avenues” while expanding its reach into a demographic that traditionally has leaned heavily toward combat sports. “The fans of both WWE and boxing are looking for something that breaks the mold—something that pushes the limits of what’s possible in entertainment,” Dunn said.

Zuffa’s Role and the Boxing Media Rights

While the TKO brand is a joint venture between WWE and TKO Sports, the article notes that Zuffa LLC, the former parent company of the UFC, is also a stakeholder in the partnership. Zuffa’s involvement is largely strategic: the firm brings extensive experience in boxing sanctioning, broadcasting, and marketing that will be invaluable to WWE TKO as it seeks to establish itself as a credible boxing promotion.

A link in the article directed readers to an archived press release from Zuffa detailing its role as a “strategic partner” in the venture, noting that Zuffa would “provide critical support in negotiating sanctioning agreements and securing prime broadcasting slots.” The partnership will also leverage Zuffa’s existing relationships with governing bodies such as the World Boxing Council (WBC) and the International Boxing Federation (IBF).

Zuffa’s experience in boxing media rights is evident in its own portfolio of deals, including the high‑profile “Ultimate Boxing” events that are streamed on various platforms. The article highlighted how WWE TKO will adopt a similar model, partnering with broadcasters and streaming services to maximize viewership.

Paramount+ and WWE’s Streaming Future

A key component of the WWE TKO launch is the media rights deal with Paramount+. The article, which linked to Paramount’s official press release, announced that WWE will stream its new TKO events exclusively on Paramount+. This move follows WWE’s recent shift from its own WWE Network to a partnership with Paramount’s streaming platform in the United States—a transition that began in 2021 when Peacock was rebranded as Paramount+.

Under the new arrangement, WWE will also secure pay‑per‑view (PPV) rights for all major WWE events on Paramount+. The contract, reportedly covering the period from 2023 to 2027, gives Paramount exclusive distribution rights for WWE’s flagship PPVs—including WrestleMania, SummerSlam, and Royal Rumble—while granting WWE the option to simulcast on its own streaming service for a limited window. The article notes that this strategy allows WWE to tap into Paramount’s massive subscriber base, estimated at over 30 million users, and to offer exclusive content that drives subscription growth.

The partnership extends beyond the United States. A linked article to Paramount’s UK page confirms that WWE content will become available on Paramount+ in the UK as part of a global rollout. This move is part of WWE’s broader international distribution strategy, which also includes exclusive deals with the UK’s Sky Sports for PPVs and a new streaming bundle for European fans.

What This Means for Fans and the Industry

The announcement is a watershed moment for WWE and the boxing community. By bringing WWE superstars into the boxing ring and securing a powerful media platform in Paramount+, WWE TKO is poised to redefine crossover entertainment. The partnership with Zuffa further enhances the credibility of the venture, ensuring that the boxing matches will meet the high standards expected by boxing purists.

For fans, the prospect of seeing beloved WWE stars trade ropes for boxing gloves is thrilling. The TKO events will also feature behind‑the‑scenes documentaries, exclusive interviews, and training footage—content that can be streamed on Paramount+ and accessed through WWE’s own app. The synergy between WWE’s storytelling prowess and the dramatic tension of boxing could lead to a new genre of sports entertainment that attracts a wider audience.

Industry observers have noted that this move is part of a broader trend of media conglomerates acquiring cross‑sport partnerships to capture fragmented audiences. WWE’s collaboration with Paramount+ echoes similar strategies employed by the UFC with ESPN+, while Zuffa’s involvement showcases how legacy combat‑sports brands can adapt to the evolving media landscape.

Looking Ahead

As WWE TKO prepares to launch its inaugural card, the company will likely use the partnership to experiment with new formats—such as mixed‑martial‑arts bouts, stunt spectacles, and perhaps even reality‑TV‑style competition series. The article’s linked interviews suggest that WWE’s creative team is already drafting storylines that will weave WWE’s larger narrative arcs into the TKO events, ensuring that fans stay engaged across both domains.

Ultimately, WWE’s alliance with TKO Sports, Zuffa, and Paramount+ signals a bold step toward a unified sports‑entertainment ecosystem. By combining wrestling’s theatricality with boxing’s raw athleticism and a powerful distribution platform, WWE is not only expanding its brand but also redefining the possibilities of what a sports promotion can be. The industry—and the fans—will be watching closely as the first WWE TKO event goes live, a testament to the evolving intersection of sports, entertainment, and media.