TKO’s $3.25B Spending Spree: Acquiring IMG, On Location, and PBR

TKO Group's $3.25B stock acquisition of IMG, On Location, and PBR positions it to dominate the premium sports market.

Editorial Team (ET)June 13, 2025

TKO Group Holdings is making waves in the sports and entertainment world with a massive $3.25 billion all-stock deal to acquire IMG, On Location, and Professional Bull Riders (PBR) from Endeavor. This strategic acquisition marks a significant expansion of TKO’s footprint in the premium sports market, building on its existing UFC and WWE core businesses. But what exactly does this deal mean for the future of TKO and the broader sports ecosystem?

Details of the Acquisition

The acquisition of IMG, On Location, and PBR from Endeavor represents a bold move by TKO to diversify its assets and capitalize on the growing demand for premium sports experiences. IMG is renowned for its global media rights distribution, strategic consultancy, and event management services for some of the world’s biggest sports brands. On Location is a leading hospitality firm that specializes in creating unforgettable experiences for sports fans. Meanwhile, Professional Bull Riders (PBR) is the premier organization for bull-riding events, attracting millions of fans worldwide.

TKO’s Core Business Expansion

This acquisition couldn’t be a better fit for TKO’s UFC and WWE brands. By adding IMG, On Location, and PBR to its portfolio, TKO is strengthening its position in the premium sports market. The ability to tap into multiple revenue streams—media rights, live events, ticket sales, and premium experiences—will be instrumental in fueling future growth. It’s not just about expanding TKO’s reach; it’s about creating a more integrated sports entertainment powerhouse that leverages every possible revenue opportunity.

Impact on the Sports Ecosystem

TKO’s acquisition comes at a time when the premium sports market is booming. With the addition of IMG and its vast global network, TKO will have access to an even larger audience, giving them the ability to negotiate even more lucrative media rights deals. PBR’s loyal fan base also presents a unique opportunity to enter a niche yet highly profitable sector of the sports industry, while On Location will help TKO elevate the fan experience to new heights.

The Importance of IMG

IMG is a game-changer for TKO. With deep roots in media distribution, brand partnerships, and event management, IMG’s capabilities will enhance TKO’s ability to reach new markets and deliver premium sports content across multiple platforms. IMG’s work with iconic brands such as the NFL, UFC, WWE, and English Premier League positions TKO to further solidify its dominance in sports media.

On Location’s Contribution

On Location, with its expertise in creating unique hospitality experiences, adds a new layer to TKO’s business strategy. From offering premium ticket packages to VIP experiences at major sporting events, On Location has mastered the art of creating once-in-a-lifetime experiences for fans. By incorporating On Location into its portfolio, TKO can provide unparalleled premium sports experiences, enhancing brand loyalty and driving additional revenue.

Professional Bull Riders (PBR) Impact

While UFC and WWE are TKO’s flagship brands, the addition of PBR brings in a fresh dynamic. PBR’s more than 200 live events annually and its fan base of over 285 million households in 65 territories present new growth opportunities. Bull-riding may seem niche, but its devoted fanbase and growing appeal make it a strategic asset for TKO.

Financial Aspects of the Deal

The $3.25 billion all-stock transaction includes not just the acquisition but also a share repurchase program of up to $2.0 billion and a quarterly cash dividend program worth $75 million. This balanced capital allocation strategy highlights TKO’s commitment to delivering long-term value for its shareholders. The company also expects to generate $30 million in run-rate synergies from the deal, improving operational efficiencies across the newly acquired assets.

Ariel Emanuel and Mark Shapiro’s Leadership

Under the leadership of Ariel Emanuel, executive chairman, and Mark Shapiro, president and COO, TKO continues to make strategic moves to strengthen its business. Both executives emphasized the importance of acquiring industry-leading assets that align with TKO’s long-term vision of dominating the premium sports market. Emanuel noted that the deal underscores TKO’s focus on delivering sustainable value, while Shapiro highlighted the ability to capture more upside from key revenue streams.

Endeavor’s Stake in TKO

As part of the deal, Endeavor will own 59 percent of TKO, with existing shareholders holding the remaining 41 percent. This not only consolidates Endeavor’s influence within TKO but also aligns the interests of both companies as they move forward.

Synergies and Cost Savings

TKO anticipates $30 million in synergies from this acquisition, resulting from operational efficiencies, shared resources, and optimized business strategies. These synergies will help TKO continue to drive growth while maintaining its focus on UFC and WWE as the backbone of the company’s financial performance.

Challenges and Considerations

As with any major acquisition, challenges are inevitable. Integrating these new assets into TKO’s operations will require careful planning and execution. Additionally, the sports market is highly competitive, and TKO will need to continue innovating to stay ahead. There’s also the regulatory aspect to consider, as deals of this size typically attract scrutiny from financial authorities.

Future Growth Prospects for TKO

This acquisition positions TKO for long-term growth, particularly in the premium sports market. The newly acquired assets offer TKO the opportunity to deepen its engagement with fans, strengthen its partnerships with leagues, and deliver more value to shareholders. The company’s focus on media rights, live events, and brand partnerships will continue to be a driving force behind its success.

Impact on Shareholders

For shareholders, the acquisition offers a promising outlook. With the initiation of a $2.0 billion share repurchase program and the introduction of a $75 million quarterly dividend program, TKO is signaling its commitment to returning value to investors.

Conclusion

TKO’s acquisition of IMG, On Location, and Professional Bull Riders from Endeavor represents a transformative moment for the company. By expanding its portfolio in the premium sports market, TKO is positioning itself for continued growth and success. With a solid foundation in UFC and WWE and new opportunities in media rights, hospitality, and niche sports like bull-riding, the company is well-equipped to capture even more value in the years to come.

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