TKO COO Mark Shapiro: Vince McMahon Was Pricing Tickets For Families And Not Focused On Maxing Opportunity

WWE has been breaking records all year, announcing a new gate record seemingly every event they run. WWE ticket prices has been much discussed online, but the company continues to draw big numbers in stadiums and arenas.

Speaking at Goldman Sachs Communacopia + Technology Conference, TKO COO Mark Shapiro commented on how much room ticket yields have to grow in WWE.

“WWE is not where the UFC is yet on ticket yields. We have our work to do there. We’ve seen a meaningful increase, as evidenced by the 59% margin we did in the second quarter. Ticket sales and site fees play a big part in driving that. We know we have more room to go. Why do we know that? UFC is breaking records everywhere they go. 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. We see what we can do with the UFC and we’re replicating that in terms of ticket yield and advance sales when it comes to OnLocation on the WWE side. It’s really working out well,” said Shapiro.

Shapiro noted that UFC set a record for the United Center with UFC 319, calling it the highest grossing event in the history of the United Center. He said that Chicago wants to host another major UFC event. He did concede that WWE does run more events than the UFC and run more stadium events, but believes that’s why there is room to grow.

Elsewhere during the conference, Shapiro commented on Wrestlepalooza and his hopes for the event.

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