UFC's parent company consolidates with WWE, potentially re-opening sports betting opportunities.
Jaharly! Let's talk about the WWE-UFC merger and the rumors of sports betting on WWE events. A few weeks ago, CNBC dropped a bombshell report saying the WWE was in talks with Michigan and Colorado sports betting regulators to allow people to wager on pro wrestling matches.
Now, the Colorado Division of Gaming shut down those rumors faster than you can say "Rock Bottom," stating that no talks ever took place. Things were a little murkier with Michigan's Gaming Control Board, who confirmed they had a meeting with a third-party consultant over a year ago about a proposal to add WWE events to sportsbooks, but the conversations ended there.
But then, just last week, Endeavor Group Holdings - the parent company of UFC - announced a shocking merger with WWE! Now, they're a $21+ billion global live sports and entertainment titan, baby! With legal UFC wagering already popular and Endeavor owning OpenBet, a content, platform, and service provider to sportsbooks like DraftKings and FanDuel, it's safe to say sports betting lines aren't going anywhere.
And Ari Emanuel, the CEO of Endeavor (who, by the way, was the inspiration for Ari Gold in HBO’s Entourage), ain't one to sit back and twiddle his thumbs. So, could the next step be going back to state regulators, trying to make WWE an option on America's sportsbooks?
According to the original CNBC report, future WWE matches would theoretically be locked down with the accounting firm of EY, just like how they keep the Oscars a secret in some states. But, now that Endeavor has planted their flag in the betting space with OpenBet, it wouldn't be a shock if the newly formed company tried to double down on their efforts to bring WWE to legal wagering markets.
But hold up, partner! There's been no public evidence as of mid-2025 that this merger has specifically led to renewed efforts to allow sports betting on WWE events. The merger has focused on growing revenue streams through media deals, cross-promotion, digital expansion, and expanding into new sports - like boxing! - but sports betting has not been highlighted as a key strategic priority.
So, while we can't predict the future, it's important to remember that the lines between scripted entertainment and regulated sports betting are a bit blurrier for WWE than for UFC. Keep an eye on those sportsbooks, and we'll see if there's any sign of the WWE business cookin' up something sneaky!
Sports betting on WWE events could potentially be a strategic move for the newly formed Endeavor-WWE company, given their acquisition of OpenBet, a content provider to sportsbooks. However, as of mid-2025, there's been no public evidence that this merger has specifically led to renewed efforts in this area. The focus has been on media deals, cross-promotion, digital expansion, and entering new sports like boxing, not on sports betting as a key priority. Nevertheless, it's worth keeping an eye on sportsbooks to see if any signs of WWE venturing into legal wagering markets emerge.
