WWE president discusses media deals, global growth, and TKO strategy
Summary
– Nick Khan said WWE’s future growth is tied to ratings, revenue, and relevancy
– Khan discussed WWE’s international expansion, including major Saudi Arabia events
– He also explained how TKO is focused on growing WWE, UFC, and Zuffa Boxing
Nick Khan offered a detailed look at WWE’s business direction, and his message was clear: the company is focused on growth, global reach, and staying valuable in a crowded media market.
Speaking during the Sports Business Journal’s On Stage event at the CAA World Congress of Sports, Khan discussed WWE’s evolution from a family-run company into a major part of the TKO Group. He said joining WWE was not a blind leap because he had already worked with the company through media rights representation.
Khan explained that one of his early rules inside WWE was to stay out of family matters and focus on the business. He said listening was important, but he also made his opinions known on business issues when needed.
WWE’s current position looks very different from where it was several years ago. The company is now tied to TKO alongside UFC, with Zuffa Boxing also becoming part of the larger strategy.
Khan said TKO is currently focused on growing the businesses it already has. He pointed to revenue, profitability, sponsorship leverage, venue deals, and content partnerships as key areas where WWE and UFC can work together.
Saudi Arabia remains a major part of WWE’s global plan. Khan confirmed that Royal Rumble took place in Saudi Arabia earlier in 2026 and said WrestleMania will be held there next year, marking the first time the event will take place outside the United States or Canada.
Khan said WWE no longer believes it can simply send American content overseas and expect international growth to happen on its own. He said the company has learned the value of being present in those markets.
That international approach has already helped WWE increase revenue outside the United States. Khan also pointed to strong European tours and venue records as proof that WWE fans will follow the product wherever major events are held.
Media remains central to WWE’s future. Khan discussed the changing rights landscape and said many sports properties may have to wait and see how the NFL’s next moves affect the market.
He also spoke about WWE’s creative direction and fan response. Khan said WWE does not make business decisions based solely on online backlash. Instead, he said the company considers ratings, revenue, and relevance when deciding whether changes are needed.
Khan also addressed talent development. He said WWE recognized the need to speed up the rise of younger stars because several major names are getting older or working limited schedules.
That led WWE to invest more in taking developmental talent on the road. Khan credited Shawn Michaels with pushing the idea because live crowd reactions help the company learn who is connecting with fans.
Khan’s comments painted WWE as a company that is thinking far beyond weekly television. The strategy is built around premium live events, international expansion, media leverage, stronger talent development, and the combined power of TKO.
For WWE, the next stage is about turning its momentum into long-term stability. Khan believes the company can keep growing by protecting its core audience while expanding the brand worldwide.
