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Mark Shapiro disputes claim of UFC product failing: 'We don't buy it'
TL;DR
Mark Shapiro of TKO asserts that the UFC is thriving despite claims of declining event quality. He emphasizes the promotion's commitment to showcasing emerging talent and the strength of the UFC brand.
Key points
- Mark Shapiro claims UFC is thriving despite criticism.
- UFC has moved to a subscription-only model with Paramount+.
- Shapiro emphasizes the emergence of new talent in the UFC.
Mentioned in this story
UFCMark ShapiroJoshua VanCarlos PratesMichael MoralesIlia Topuria
TKO executive Mark Shapiro says business is booming in the UFC.
The UFC has moved away from the pay-per-view model and is now under a subscription-only basis with Paramount+ in the U.S., Latin America, and Australia. That has many feeling that the promotion is no longer invested in the quality of their events, specifically the ones held at the Meta APEX in Las Vegas, which have become more numerous.
But Shapiro expressed disagreement after he was specifically asked about the notion of weaker UFC cards lately on a conference call.
"Look, bottom line is we don't buy it," Shapiro said (h/t Jed I. Goodman). "Let's just start with this premise, right? The product is great at the UFC, the brand has never been stronger, our reach has never been greater, so the foundational elements of UFC are in concrete. Anyone that came to our last numbered fight in Miami, which was UFC 327, was flat-out blown away. Or anyone that went to our last fight night, which happened to be last weekend in Perth, Australia, a sellout, or even watched it, witnessed an extraordinary sport. Look, we are always building at the UFC. We're in the building phase at all times.
"We find the best up-and-coming talent around the world, and we match them continually in the best fights. There's a huge movement right now with all these young fighters coming up in the ranks. Many of them are taking over slots in in the top 10 from guys that have been names in the rankings for years. Strong personalities that are busting just now. Joshua Van, Brazilian Carlos Prates, undefeated Michael Morales, the next generation. Or look at the White House card, UFC Freedom 250 which is stacked top to bottom, and we're using that opportunity to feature one of our most promising stars in Ilia Topuria."
TKO's 2026 first quarter results show a $401.2 million revenue from the UFC, with WWE earning slightly more at $475.7 million.
UFC 328, headlined by a middleweight title fight between Khamzat Chimaev (15-0 MMA, 9-0 UFC) vs. Sean Strickland (30-7 MMA, 17-7 UFC), takes place Saturday at Prudential Center in Newark, N.J. (Paramount+). The co-main event features a flyweight title fight between champion Joshua Van (16-2 MMA, 9-1 UFC) and Tatsuro Taira (18-1 MMA, 8-1 UFC) – the first title fight to feature two male Asian fighters.
Q&A
What did Mark Shapiro say about the quality of UFC events?
Mark Shapiro disagreed with claims that UFC events are declining in quality, stating that the product is strong and the brand has never been better.
How has the UFC changed its business model recently?
The UFC has shifted from a pay-per-view model to a subscription-only basis with Paramount+ in the U.S., Latin America, and Australia.
Who are some of the promising young fighters mentioned by Shapiro?
Shapiro highlighted young fighters like Joshua Van, Carlos Prates, and Michael Morales as part of the new generation making an impact in the UFC.
