The UFC always expected a significant loss staging the recent UFC White House card in June, but despite those financial setbacks, the company still saw overall growth in the second quarter of 2026.
On Monday, TKO Group Holdings released its second-quarter financials, which included the losses from the UFC White House card. While the company was able to recoup some of the money through sponsorships and other partnerships, the UFC White House event was ultimately paid for by the promotion with no ticket sales or other revenue coming from the event.
“With regards to UFC Freedom 250, we incurred significantly higher than normal costs, which we partially offset with sold-out global partnerships inventory,” TKO chief financial officer Andrew Schleimer said during a call with investors. “As a reminder, we did not sell tickets and therefore did not record any live events revenue.
“Given the event’s profile, which as anticipated, resulted in an approximate $30 million loss, our margins at UFC as well as on a consolidated basis were meaningfully impacted.”
Initial costs for the event were expected to skyrocket past $60 million, but that was eventually lessened by the various partnerships that the UFC signed for the card. Ultimately losing $30 million was expected, but that still didn’t hit the bottom line when it came to the overall quarter.
TKO reported that the UFC’s revenue increased 29% year over year, from $119.8 million to $535.7 million for the second quarter of 2026, which included a $64.7 million increase in media rights driven primarily by the new broadcast deal with Paramount that kicked off in January.
Overall, TKO always expected the one-time-only UFC White House card would impact financials with a significant loss, but it turns out the $30 million spent didn’t hurt the company in the long run after all.
White House card is not a typical show where success is based off of turning a profit
The amount of iconic footage they got that will be used until the end of time as a promotional vehicle for the UFC makes it worth it
It will ? Hmmmmmmmm
Priceless opportunity
Oh fuck off Dana. UFC finally put on an entertaining show and now are bitching about losing money. After putting on shit shows for years, putting ad drops on ad drops on ad drops DURING PAY PER VIEW shows and bragging about spending millions gambling and making billions. Eat shit Dana.
Marketing to maintain the brand value is a cost of business not a loss. Investing in Poirer as a media figure was a loss
Dana was bitching? Did he write that financial blurb?
I don’t see any mention of him anywhere in it, nor anything but matter of fact reporting.
You sound hysterical, and very womanly. Making up things from things that have nothing to do with it.
Since they lost money, I will accept that whole performance as a generous gift from the UFC to the fans.
GR8 Post PWB Daymit /
If the UFC is talking about losing money on the one show they have ever put any effort into making a good production they can eat a dick.
If you are fine with having ads on ads on ads on ads during ppvs for years from a company who brags about how profitable they are, congratulations on being a mark I guess.
But if you want to stop for a second and think, why are the UFC putting this out there that they lost money on the only show they ever put real effort into making a great show and production?
To make sure we don’t expect to get another show great show with a great production.
So yes, I care about it. As the UFC has insured that they have a monopoly on my favorite sport.
Didn’t Dana say right after that they would never do it again bc of how much it cost them? I could be misremembering. Either way I’m glad Trump had a fun birthday 