WWEs European tour and U.S. return proved to be a financial windfall for the company, grossing more than $13 million across six events, according to industry trade publication Pollstar via POST Wrestling.
The companys aggressive pricing strategy under TKO paid off, with multiple events drawing seven-figure gates. WWEs European tour kicked off in March with several lucrative stops:
- March 22 SSE Arena in Belfast, Northern Ireland: 8,322 tickets sold, $1,004,096 live gate
- March 23 Motorpoint Arena in Nottingham, England: 8,211 tickets sold, $994,672 live gate
- March 24 OVO Hydro in Glasgow, Scotland (Friday Night SmackDown): 10,342 tickets sold, $2,625,989 live gate
- March 28 O2 Arena in London (Friday Night SmackDown): 12,557 tickets sold, $2,800,305 live gate
- March 31 O2 Arena in London (WWE Raw): 14,816 tickets sold, $3,580,007 live gate
The tour wrapped up with a massive SmackDown event at the Allstate Arena in Rosemont, Illinois, on April 4, drawing 15,364 fans and a live gate of $2,293,705.
All told, WWE pulled in $13,298,774 across these six events, showcasing the companys strategy of capitalizing on major markets and premium live events. TKO President Mark Shapiro discussed this financial success during the JP Morgan Conference on May 13, crediting WWEs focus on ticket pricing and site fees for the increased margins.
WWE has tremendous upside in global partnerships, Shapiro said. Tremendous upside that were already realizing on ticket pricing. Tremendous upside in site fees. Dynamic pricing. Yield management. All areas were really focusing on as it relates to live events. And as you see from our first quarter, our margins significantly expanded as it relates to WWE live events. An amazing place to be.
Shapiros comments align with WWEs broader strategy of cutting back on house shows while maximizing revenue from higher-profile events. WWE previously slashed its event schedule from 300 to 200 shows annually, prioritizing major markets and international appearances over smaller house shows.
By focusing on higher ticket prices and lucrative site fees, WWE has effectively turned each event into a more profitable attraction, a strategy that Shapiro believes is only the beginning.
What do you think of WWEs massive gate revenue? Is the company on track for an even bigger year, or could higher ticket prices backfire? Please share your thoughts and feedback in the comment section below.
