WWE vs UFC Revenue: How Do Their Earnings Compare?

WWE and UFC are two of the biggest names in sports entertainment, but their business models generate revenue in different ways. WWE focuses on scripted wrestling events with an emphasis on storytelling and character development, while UFC operates as a legitimate combat sport featuring real fights between professional mixed martial artists. Despite these differences, both companies rely on multiple income streams to drive financial success.

Broadcast and Streaming Revenue

Television and digital media rights are major revenue sources for both WWE and UFC, though their approaches differ. WWE secures long-term broadcast agreements for its flagship shows, Raw and SmackDown, ensuring financial stability. In 2024, WWE signed a five-year, $1.4 billion deal with NBCUniversal to bring SmackDown back to the USA Network. Additionally, Raw will move to Netflix in 2025 under a ten-year, $5 billion agreement. These deals provide guaranteed income, insulating WWE from fluctuations in viewership.

UFC operates under an exclusive media rights deal with ESPN, extended in 2023 through 2025 for $1.5 billion. Unlike WWE, UFC relies heavily on pay-per-view (PPV) sales, with ESPN+ as its exclusive U.S. distributor. Each PPV event costs $79.99, and UFC typically holds around 13 PPVs annually. This model makes UFC’s earnings more dependent on fight card quality and star power, whereas WWE’s revenue remains consistent due to its fixed contracts.

Streaming has also reshaped both companies’ strategies. WWE Network, once a standalone service, was absorbed into Peacock in the U.S. under a $1 billion, five-year deal, providing WWE with a steady licensing fee. UFC offers UFC Fight Pass, a subscription service featuring archived fights and smaller live events, though it remains secondary to its ESPN+ partnership.

Live Event Ticket Sales

Both WWE and UFC generate significant revenue from live events, but their schedules and pricing structures differ. WWE hosts a high volume of shows, including weekly televised events, non-televised house shows, and major premium live events like WrestleMania, Royal Rumble, and SummerSlam. WrestleMania 40 in 2024 set a gate record of $21.6 million across two nights, reflecting WWE’s ability to consistently sell out stadiums worldwide. Its family-friendly appeal attracts a broad demographic, contributing to strong ticket sales.

UFC holds around 42 events per year, including 13 PPVs and multiple Fight Night cards. While its event count is lower, ticket prices are significantly higher, particularly for marquee fights. UFC 300 in April 2024 generated a live gate of $16.5 million, one of the highest in company history. The scarcity of major UFC events allows the promotion to command premium pricing, especially for title fights in Las Vegas, New York, and Abu Dhabi.

Venue selection also impacts revenue. WWE frequently books stadiums for its biggest shows, maximizing attendance, while UFC primarily uses arenas, with occasional stadium events for blockbuster fights. This leads to WWE surpassing UFC in total annual live event attendance, though UFC’s per-event revenue can sometimes be higher due to premium ticket pricing and VIP packages.

Merchandising

WWE and UFC both generate revenue from merchandise sales, but their approaches reflect their brand identities. WWE capitalizes on its larger-than-life characters, offering a wide range of superstar-branded products, including T-shirts, replica championship belts, action figures, and video games. WWE Shop serves as its primary online retail platform, with on-site merchandise booths at live events driving additional sales. Special edition items tied to major events, such as exclusive WrestleMania gear, often see high demand.

UFC takes a more performance-focused approach. While fighter-branded apparel is available, the company prioritizes partnerships with mainstream sportswear brands. Its exclusive deal with Venum, which replaced Reebok in 2021, ensures all fighters wear standardized gear during events, with a portion of sales allocated to athletes. This differs from WWE’s individualized model, where top stars like John Cena and Roman Reigns generate millions in personal merchandise sales.

Both companies have expanded into digital marketplaces. WWE’s e-commerce store is now operated by Fanatics, enhancing distribution and fulfillment. UFC also benefits from Fanatics’ infrastructure, though its product range is more limited. Limited-edition collectibles, such as signed fight posters and memorabilia, provide another revenue stream, particularly among dedicated collectors.

Sponsorship Income

Corporate sponsorships are a key revenue stream for both WWE and UFC. WWE integrates sponsors directly into its programming, with brands like Mountain Dew, Snickers, and Slim Jim securing prominent placements at major events. Some sponsorships extend to match stipulations, such as the “Mountain Dew Pitch Black Match” at Royal Rumble 2023. WWE also monetizes sponsorships through product placements within its weekly shows, ensuring consistent exposure.

UFC’s sponsorship model aligns closely with its combat sports identity. Monster Energy holds a long-term deal as the official energy drink partner, and brands appear on the octagon canvas, fighter uniforms, and press conference backdrops. UFC also expands sponsor engagement through branded fight week activations, such as the UFC Fan Experience, allowing companies to interact directly with fans.

Advertising and Licensing

Both WWE and UFC generate revenue through advertising and licensing, but their strategies differ. WWE integrates advertisements into its programming, leveraging its weekly television shows and premium live events for brand placements. This includes traditional commercial spots, in-show sponsorships, and digital advertising across social media and YouTube, which generates billions of views annually. Licensing agreements with video game developers, toy manufacturers, and apparel brands, such as the WWE 2K series and Mattel action figures, provide additional revenue.

UFC takes an event-driven approach to advertising, with sponsors featured on the octagon canvas, fighter gear, and broadcast graphics. This ensures direct brand exposure during fights, making UFC events attractive for advertisers targeting a sports-oriented audience. Licensing is another revenue source, with partnerships in gaming, collectibles, and apparel. The EA Sports UFC video game series remains a strong performer, offering fans an interactive way to engage with the brand. UFC’s collaborations with sportswear companies, including official fight kits and training gear, provide another avenue for monetization, particularly among MMA practitioners.