The Ultimate Fighting Championship is preparing for one of the most ambitious events in its history — a first-of-its-kind fight card on the White House lawn. But while the spectacle promises global attention, the financial reality behind the event reveals a staggering price tag and a calculated long-term strategy.
A $60 million—and rising—investment
According to TKO Group Holdings president and COO Mark Shapiro, the June 14 event is expected to cost “upwards of $60 million.” Speaking during a quarterly financial call, Shapiro made it clear that the number could climb even higher.
“I think by the time all is said and done with the event and what we pay the fighters and the fan fest that we’re going to have, that could move north,” Shapiro said of the expected cost of putting the event together. “It’s definitely not moving south. It could move north. Bottom line, it’s still a moving target.”
The cost includes constructing a custom arena on the South Lawn of the White House, fighter payouts, and a large-scale fan fest surrounding the historic card.
Can the UFC recover its costs?
TKO is reportedly aiming to offset at least half of the projected $60 million spend through sponsorships, corporate partnerships, and event inventory monetization.
“We are working to determine, on a parallel track, a package of inventory in and around the weekend of events we can monetize, primarily with corporate partners,” Shapiro continued. “[Business to business] players that will offset half of the spend. Even if that $60 [million] goes up or rides up on us, we believe we can offset half of the spend.”
Even with aggressive sponsorship efforts, the promotion does not expect to turn an immediate profit.
A long-term play, not a one-night payday
Shapiro was direct about the financial outlook, emphasizing that profitability is not the primary objective.
“I want to be clear about something – we will not profit from the White House event independently,” Shapiro said. “We will not be making money on America’s 250th anniversary.
“This is an investment for the long term. This is about earned media. This is about sampling, new fans, casual viewers, a spectacle on a stage that will ultimately expand our audience, our viewership and our success on Paramount+.”
For UFC CEO Dana White, the White House card may rank among the most expensive events he has ever staged. Yet the promotion is betting that the visibility, prestige, and historic symbolism tied to America’s 250th anniversary will deliver returns that extend far beyond a single fight night.