WWE Ticket Prices Not Dropping Anytime Soon, Says TKO COO Mark Shapiro
The cost of being a WWE fan in 2025 isn’t getting any cheaper—and judging by recent comments from TKO Group’s Chief Operating Officer Mark Shapiro, relief isn’t on the horizon.
As WWE continues to tout record-setting gates in nearly every market they touch, fans across the country are feeling the squeeze. Even a routine Friday Night SmackDown stop in Norfolk, Virginia tomorrow night has its cheapest tickets listed at over $96 on StubHub (Note: We may earn a commission with purchases using this link at no additional cost to you). Families—WWE’s long-time bread-and-butter audience—are facing steep totals once parking, concessions, and merchandise are factored in. Premium Live Events? Those easily climb into several hundred dollars per seat.
Speaking at the Goldman Sachs Communacopia + Technology Conference, Shapiro made it clear that WWE under TKO is following the UFC model—maximizing ticket yield over affordability.
“We’ve seen a meaningful increase, as evidenced by the 59% margin we did in the second quarter. Ticket sales and site fees play a big part in driving that,” Shapiro said. “Vince McMahon was primarily pricing tickets for families and wasn’t totally focused on maxing the opportunity there. We see what we can do with the UFC and we’re replicating that with WWE.” - Said TKO COO Mark Shapiro
Wrestlepalooza: WWE’s Next Big Bet
Beyond ticket talk, Shapiro spotlighted WWE’s next major event, Wrestlepalooza, set for Gainbridge Fieldhouse in Indianapolis in just nine days. The inaugural PLE also marks the launch of WWE’s new media rights deal with ESPN, raising the stakes even higher.
“Hopefully, Wrestlepalooza is a winner that we can bring back annually,” Shapiro said. “That could be a marketing bonanza if we do that right. Triple H is spending night and day creatively making it what we think it could be—another WrestleMania or SummerSlam. We think Wrestlepalooza can get into that quadrant.”
Currently, the card features four high-profile matches, including what is billed as the final clash between John Cena and Brock Lesnar. Fans will also see a dream mixed tag showdown—Seth Rollins & Becky Lynch vs. CM Punk & AJ Lee—plus a new Women’s World Champion crowned when IYO SKY battles Stephanie Vaquer.
🗣️ Wrestling.news | Backstage Take
Shapiro’s comments won’t sit well with the average fan. While WWE celebrates record revenues, the product risks pricing out the very families it markets to every week on TV. Wrestlepalooza may deliver in the ring, but if WWE continues mirroring UFC’s premium pricing, the long-term loyalty of casual and family audiences could be tested. Wrestling thrives on packed arenas, not empty seats only filled by high-rollers.
