On August 1, 2025, TKO Group Holdings, Inc. announced a broadened partnership agreement with Wingstop, the popular restaurant chain specializing in bold-flavored chicken wings. This extended collaboration designates Wingstop as the presenting partner for WWE’s SummerSlam 2025 and UFC 322, two of the most prominent events in TKO’s sports and entertainment portfolio. The extended partnership will also include increased branding opportunities at future premium live events, including Royal Rumble and WrestleMania.
Wingstop to Feature Prominently at Historic Two-Night SummerSlam
Under the new deal, Wingstop will be the presenting partner for the unprecedented two-night SummerSlam event scheduled for August 2 and 3 at MetLife Stadium in New Jersey. This marks the first time SummerSlam will unfold over two nights, amplifying its reach and fan engagement. Wingstop’s involvement will include enhanced match sponsorships and greater visibility throughout the event, reflecting the brand’s rising momentum in the market.
Continued Presence as Presenting Partner for UFC 322 in November
Following the SummerSlam event, Wingstop will also return as the presenting partner for UFC 322, slated for November, although the exact date and venue remain unannounced. UFC’s November pay-per-view events have historically been high-profile, often taking place at iconic venues such as Madison Square Garden. Notable past November events include UFC 205, where Conor McGregor became the first fighter to hold titles in two divisions simultaneously, and UFC 217, which featured Georges St-Pierre’s final fight to become middleweight champion.
Wide-Ranging Branding and Activation Plans at UFC 322
As UFC 322’s presenting partner, Wingstop will benefit from extensive brand integration starting from fight week activities through the main event. The Wingstop name will appear prominently around official UFC fight week functions and hold a high-visibility presence inside the Octagon during the event itself. Broadcast features showcasing Wingstop will air during the UFC 322 main card, providing broad exposure to the millions of combat sports fans watching worldwide.
Successful Collaborative History Between Wingstop, UFC, and WWE
This expanded agreement builds on a successful collaboration over the past year. Wingstop previously served as the presenting partner at UFC 317 in June at T-Mobile Arena, where Ilia Topuria won the lightweight title by knocking out Charles Oliveira. Additionally, Wingstop was an official partner for NOCHE UFC, the landmark event hosted at the Sphere in Las Vegas in September 2024. These partnerships have helped solidify Wingstop’s presence in both combat sports and sports entertainment audiences.
Overview of TKO Group Holdings and Its Sports Properties
TKO Group Holdings, listed on the NYSE under ticker TKO, is a leading sports and entertainment company that owns globally recognized brands including UFC, WWE, and PBR (Professional Bull Riders). Its reach extends to more than 210 countries and territories worldwide, staging over 500 live events annually with an audience exceeding three million fans. TKO also collaborates with major sports rights holders via its IMG sports marketing agency and premium experiential hospitality firm On Location, enhancing its footprint in the sports industry.
The Reach and Influence of WWE and UFC Under TKO
WWE is acknowledged as the global leader in sports entertainment, providing family-friendly programming across more than one billion households in over 20 languages. Its content is distributed by partners such as NBCUniversal, The CW, and Netflix, with Peacock serving as the exclusive US streaming home for premium live events. WWE operates year-round, creating original content weekly, and remains a vital component of TKO’s portfolio.
UFC stands as the world’s premier mixed martial arts organization, boasting over 700 million fans and nearly 300 million social media followers. The organization produces more than 40 live events annually at prestigious venues globally, reaching 950 million households in over 170 countries. UFC’s roster comprises elite MMA athletes from more than 70 countries. Its digital platform, UFC FIGHT PASS, is among the leading combat sports streaming services worldwide.
Wingstop’s Growth and Ambitions Fuel Sports Partnerships
Wingstop Inc., founded in 1994 and based in Dallas, Texas, operates and franchises more than 2,800 locations worldwide. The brand is recognized for its signature hand-sauced chicken wings, tenders, and chicken sandwiches offered in 12 bold flavors, complemented by its iconic housemade ranch and bleu cheese dips. In fiscal year 2024, Wingstop generated approximately $5 billion in system-wide sales and achieved 21 consecutive years of same-store sales growth. The company’s vision is to become a top 10 global restaurant brand and it currently serves as the Official Chicken Partner of the NBA.
Significance of the Expanded Wingstop Partnership with TKO
This enhanced partnership between Wingstop and TKO underscores the restaurant brand’s strategic commitment to engaging sports audiences on major entertainment platforms, particularly in wrestling and mixed martial arts. By linking its brand to marquee events like WWE SummerSlam and UFC 322, Wingstop capitalizes on high-profile moments to boost market visibility and consumer connection. For TKO, strengthening ties with a fast-growing food brand enhances the overall fan experience and expands commercial opportunities across its live and digital events.
Looking ahead, fans can expect Wingstop’s presence to increase at future TKO events, leveraging premium sponsorships and activations that integrate seamlessly with the intense energy and excitement surrounding UFC and WWE spectacles. This partnership reflects a broader trend of food and beverage brands deepening involvement in live sports entertainment, aiming for lasting brand loyalty among passionate global audiences.
