Vince McMahon Wasn’t “Totally Focused” On This One Thing In WWE Says TKO Boss
WWE has changed a lot under Vince McMahon’s absence and TKO’s leadership, and one of the biggest changes that has happened is higher ticket prices. And this sharp rise in ticket prices has caused discontent among long-time fans.
The new leadership is determined to maximize revenue at every opportunity, but it has also altered the landscape that was earlier shaped by Vince McMahon, who aimed to keep events affordable for families. Ticket costs for premium shows like WrestleMania 42 have skyrocketed, with packages reaching as high as $37,500 per person, a level that has forced many families to reconsider attending together.
Fans have voiced their frustration both at live events and online, with some even confronting WWE President Nick Khan, who acknowledged the criticism but offered little hope for relief. Despite these concerns, live event gates continue to break records, and WWE’s mainstream popularity is at an all-time high, demonstrating the tension between business growth and fan accessibility.
Vince McMahon Missed a Big Opportunity To Capitalize on Ticket Sales
Speaking at the annual Goldman Sachs Communacopia & Technology Conference on Wednesday, TKO’s Chief Operating Officer, Mark Shapiro, has openly stated that WWE hasn’t reached UFC’s mark in terms of ticket profitability, and that there is significant room to increase prices even further.
He highlighted that Vince McMahon didn’t focus on maximizing profit from ticket sales because tickets were intentionally priced to attract families and maintain accessibility under his leadership, which he regarded as a missed business opportunity.
He now aims to implement revenue models similar to those seen in the UFC, such as dynamic pricing and holding back advance sales for premium resale programs, believing WWE fans will be willing to pay more to attend flagship events. He also stated that the shows will move to whichever city is willing to pay the most in site fees.
“WWE is not where the UFC yet is on ticket yield. We have our work to do there.”
“We know we have a lot of room there because Vince McMahon was primarily pricing tickets for families and wasn’t totally focused on maxing the opportunity there. Now that we’ve seen what we can do with UFC, we’re replicating that in terms of ticket yield and holding back and advance sales when it comes to OnLocation on the WWE side and it’s working out really well.”
“there are no shortage of countries…that want to see us bring our show to town.”