UFC loses $30m on Freedom 250 event at White House

In June, the Ultimate Fighting Championship (UFC) incurred a significant loss of $30 million ($22 million) by hosting the Freedom 250 event at the White House, attended by US President Donald Trump. Despite this substantial one-off loss, the organization still experienced a revenue boost during the second quarter of 2026, according to parent company TKO Group Holdings.

The invite-only event, held on the South Lawn of the presidential compound, drew an estimated 4,300 attendees, including Vice-President JD Vance, as part of celebrations marking 250 years of American independence. Tickets were not available to the general public, and initial costs were projected to exceed $60 million ($44 million).

However, UFC managed to recover some funds through sponsorships, media exposure, and other partnerships. Reports suggested that high-profile guests would have to pay $1.5 million ($1.1 million) for special access, but UFC sources confirmed the existence of such packages without disclosing their costs. The event coincided with Trump's 80th birthday, and UFC president Dana White has a long-standing friendship with the former president.

Andrew Schleimer, chief financial officer of TKO Group, revealed that the organization incurred higher-than-normal costs for the event, which were partially offset by sold-out global partnerships. The White House event was broadcast exclusively on TKO Group's new subsidiary streaming platform, Paramount+, starting in 2026. A seven-year, $7.7 billion ($5.7 billion) contract between TKO Group and Paramount was signed last year.

The event attracted an average of 34 million viewers globally, making it one of the most-watched mixed martial arts events ever. TKO reported that UFC's revenue increased by 29% year-over-year to $535.7 million ($398.7 million) for the second quarter of 2026, driven by a $64.7 million ($48.2 million) rise in media rights due to the TV deal with Paramount.