UFC owners TKO Group Holdings have revealed that the promotion lost approximately $30 million (£22 million) staging the Freedom 250 event at the White House in June.
Despite the financial loss, TKO reported increased revenue for the second quarter of 2026, driven largely by new media rights agreements.
The invitation-only event was held on the South Lawn of the White House as part of celebrations marking 250 years of American independence. Around 4,300 invited guests, including US President Donald Trump and Vice-President JD Vance, attended the event. Tickets were not made available to the general public.
Although production costs were initially expected to exceed $60 million, UFC recovered part of the expenditure through sponsorships, commercial partnerships and global media exposure. Reports before the event suggested premium hospitality packages costing around $1.5 million were offered to selected high-profile guests, though UFC never confirmed the exact pricing.
President Trump has maintained a long-standing friendship with UFC president Dana White, and the event also coincided with Trump’s 80th birthday celebrations.
Speaking during TKO’s earnings presentation, Chief Financial Officer Andrew Schleimer acknowledged the financial impact of the event.
“Given the event’s profile, which as anticipated resulted in an approximate $30 million loss, our margins at UFC as well as on a consolidated basis were meaningfully impacted,” he said.
The event was broadcast exclusively on Paramount+ in the United States following TKO’s $7.7 billion, seven-year media rights agreement with Paramount, which began in 2026.
According to TKO, Freedom 250 attracted an estimated 34 million viewers worldwide, making it one of the most-watched mixed martial arts events in history.
Despite the one-off loss, UFC’s financial performance remained strong. TKO reported that UFC generated $535.7 million in revenue during the second quarter of 2026, representing a 29% increase compared with the same period last year.
The company said the new Paramount broadcasting agreement contributed an additional $64.7 million in media rights revenue.
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