TKO Group Holdings Extends Partnership with Wingstop for WWE and UFC Events

Wingstop Ignites Partnerships with TKO, Becoming Presenting partner for SummerSlam 2025 and UFC 322

August 1, 2025 – TKO group Holdings, Inc. (NYSE: TKO) has announced a important expansion of its collaboration with Wingstop (NASDAQ: WING), the renowned fast-casual restaurant specializing in expertly prepared chicken wings with a diverse array of bold flavors. This enhanced partnership will see Wingstop taking a prominent position as the presenting partner for two of TKO’s flagship events: SummerSlam 2025 and UFC 322.

Grant Norris-Jones, Executive Vice President & Head of Global Partnerships for TKO, expressed enthusiasm for the deepened alliance. “Wingstop has consistently proven to be an remarkable partner across both UFC and WWE, making memorable impacts during our most significant moments,” Norris-Jones stated. “As their market presence continues to surge, we are delighted to amplify our collaboration on some of the most influential platforms in sports and entertainment.”

Under the terms of the new agreement, Wingstop will be the presenting partner for the inaugural two-night summerslam event, scheduled to take place on Saturday, August 2, and Sunday, August 3, at MetLife Stadium in New Jersey. This elevated sponsorship includes enhanced match integrations and other promotional opportunities within future Premium Live Events such as Royal Rumble and WrestleMania.

Following its presence at SummerSlam, Wingstop will also return as the presenting partner for UFC 322, slated for November. While the specific date and venue are yet to be revealed, this November Pay-Per-View traditionally represents one of the UFC’s premier events. Past November UFC Pay-Per-Views have featured landmark occasions, including UFC 205 at Madison Square Garden, where Conor McGregor achieved the historic feat of becoming UFC’s first simultaneous two-division champion, and UFC 217, which marked Georges St-Pierre’s middleweight title victory in his final professional bout.

As the presenting partner for UFC 322, Wingstop’s branding will be prominently displayed across all official UFC fight week activities leading up to, during, and following the event. On fight night, Wingstop’s integration will include high-visibility placements within the iconic Octagon and featured broadcast segments during the main card of the Pay-Per-View. Further details regarding UFC 322 will be made available in the coming months.Wingstop’s role as presenting partner for UFC 322 continues the prosperous trajectory of their partnership, which has seen significant activations over the past year. Notably, Wingstop served as the presenting partner for UFC® 317: Topuria vs. Oliveira in june at T-Mobile Arena in Las Vegas, where Ilia Topuria secured the lightweight title by defeating Charles Oliveira. additionally,Wingstop was an Official Partner for the groundbreaking UFC Fight Night event held at the Sphere in Las Vegas in September 2024.

How does this partnership between TKO and wingstop exemplify the current trend of prioritizing fan convenience in the live event industry?

TKO Group Holdings Extends partnership wiht Wingstop for WWE and UFC Events

Expanding Fan Experiences: A Deeper Dive

TKO Group Holdings, the parent company of WWE and UFC, has announced an extension of its partnership with Wingstop, solidifying a relationship focused on enhancing the fan experience at live events. This multi-year deal builds upon an initial collaboration and promises even more integrated activations for fans attending both WWE’s premium live events and UFC Fight Nights. The partnership centers around Wingstop becoming the official quick-service restaurant of both organizations, offering convenient and flavorful options for attendees.

What Does This Mean for WWE & UFC Fans?

The extended partnership translates to several key benefits for fans:

Enhanced Concessions: Expect to see expanded Wingstop presence at venues hosting WWE and UFC events. this means shorter lines and more readily available food options.

Exclusive Offers & Promotions: TKO and Wingstop are likely to roll out exclusive deals and promotions for event attendees, potentially including discounts on Wingstop orders with event tickets.

Branded Activations: Look for interactive Wingstop activations within the fan zones at events, offering opportunities for engagement and giveaways.

Digital Integration: the partnership extends beyond the physical event space, with potential for digital promotions and sweepstakes through WWE and UFC’s social media channels and apps.

Increased Visibility: Wingstop branding will be prominently displayed throughout venues, during broadcasts, and across digital platforms, increasing brand awareness for both companies.

The Strategic Alignment: Why Wingstop & TKO?

This isn’t a random pairing. Both TKO Group Holdings and Wingstop share a similar target demographic: young, engaged, and passionate fans.

Demographic Synergy: Both WWE and UFC attract a predominantly 18-49 year-old audience, a key demographic for Wingstop.

Experiential Marketing: Both brands prioritize creating memorable experiences for their customers. The partnership allows them to amplify this focus at live events.

Brand Building: The collaboration provides both companies with valuable cross-promotional opportunities, expanding their reach to new audiences.

Growth Potential: TKO’s massive global reach, combined with wingstop’s expanding footprint, creates meaningful growth potential for both brands.

A Look at Previous Collaborations & initial Successes

The initial partnership, launched in 2023, saw Wingstop featured at several high-profile events, including SummerSlam and UFC 293. Early reports indicated positive fan feedback regarding the increased food options and convenience. Wingstop reported increased brand awareness and sales during event weekends, demonstrating the initial success of the collaboration.This success clearly paved the way for the extended agreement.

Impact on the Live Event Experience

The availability of quick and convenient food options significantly impacts the overall fan experience. Long concession lines can detract from the excitement of an event.By expanding Wingstop’s presence, TKO aims to minimize wait times and allow fans to spend more time enjoying the action. This focus on fan convenience is a key trend in the live event industry.

Future Possibilities: What’s Next for TKO & Wingstop?

While the details of the extended partnership are still unfolding, several potential avenues for future collaboration exist:

Limited-Edition Flavors: Co-branded Wingstop flavors inspired by WWE Superstars or UFC fighters.

VIP Experiences: Wingstop-sponsored VIP packages offering exclusive access and perks.

Content Creation: Collaborative content featuring WWE and UFC athletes enjoying Wingstop.

Community Initiatives: Joint philanthropic efforts supporting local communities.

Expansion to International Events: Extending the partnership to WWE and UFC events held outside of North America.

Key Takeaways for Sports & Entertainment Partnerships

This partnership highlights several key elements of triumphant sports and entertainment collaborations:

Shared Values: Aligning with brands that share similar values and target demographics.

experiential Focus: Prioritizing the fan experience and creating memorable moments.

Integrated Activations: Going beyond simple branding and incorporating interactive activations.

Data-Driven Insights: Utilizing data to measure the effectiveness of the partnership and optimize future initiatives.

* Long-Term Vision: Building a long-term relationship based on mutual benefit and growth.