Vince McMahon has made a shocking return to WWE to spearhead selling his global creation to the most prominent corporate giants. However, recent reports suggest that he demands a hefty sum that surpasses the company’s worth.

According to insiders who spoke to Bloomberg, McMahon aims to secure a sale price of up to $9 billion for World Wrestling Entertainment Inc. Since his return this year, this has been his sole focus. The company has reportedly received offers, but WWE has yet to comment.

The asking price represents a 37% increase over the company’s current estimated market value of $6.5 billion. To meet this goal, WWE’s stock has risen by 29% this year, partly due to rumors of a buyout.

Several potential buyers, including Endeavor Group Holdings Inc. (owner of the Ultimate Fighting Championship) and Middle Eastern investors with significant investments in golf and soccer, have been named as potential purchasers for WWE. Endeavor has demonstrated its ability to integrate and expand a sports-media organization with a controversial founder in the case of UFC, despite its market valuation of $10.4 billion is only slightly higher than McMahon’s asking price.

Saudi Arabia, which is beginning to make substantial investments in media and entertainment, has expressed interest in acquiring Formula One from Liberty Media Corp. However, WWE CEO Nick Khan has denied claims of a deal being in place for WWE with Saudi Arabia, calling the allegations “absolutely incorrect.”