The UFC‘s unprecedented event next June on the White House grounds "could make the public outcry over the demolition of the East Wing seem almost quaint" according to Mark Shapiro,
president and COO of the UFC's parent, TKO Group, during an appearance at the UBS Global Media and Communications Conference.
In terms of “what this will do for brand, reach, engagement, notoriety, earned media, advertiser interest, this is an absolute monster,” Shapiro said. No tickets will be sold for the event, and the
fighters included on the card are not yet set, but the company is digging into all aspects of the “spectacle,” Shapiro explained.
“We’re just trying to understand structurally how we can do it and set it up, and what we’ve got to build in, replace the soil and the sod, and what we can sell from an advertiser standpoint,
we don’t know yet what the president’s involvement will be exactly,” Shapiro said, “but judging from the draw day with World Cup, clearly he’s willing to get involved with sports that he loves
that take place on U.S. soil, not to mention it's the 250th birthday celebration in the United States. So it’s going to be gangbusters."
During the UBS session, Shapiro spent some time talking about Paramount, which locked up UFC rights in a splashy deal this year. He didn’t handicap the battle for Warner Bros. Discovery,
but noted that the Paramount deal will see certain UFC events broadcast by CBS.
"I don’t know how this Netflix thing is gonna play out – I say Netflix, but you know I mean the chase Netflix seems to be in the lead for now with Warner Brothers,” Shapiro said. “If Paramount is
able to get that asset, I like the world in which we could potentially live on HBO. I like a world where we could potentially live on TNT, because historically, institutionally, these are the sports
destinations, right? They’ve had their years of caring premium sports, and they’ve shown not only that they can attract an audience for sports, but they can convert an audience to sports.”
The UFC will at least aim to have one event per month air on CBS, Shapiro explained. That new reach to more than 100 million households is “really exciting and good for growth,” Shapiro
concluded.
The UFC's unprecedented event next June on the White House grounds is expected to be huge for promotion.
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