TKO Group Partners with FRE for Multi-Year Deal
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Apr 09 2026
0mins
TKO Group Holdings (TKO) announced a comprehensive multiyear partnership with FRE Nicotine Pouches (TPB). The first-of-its-kind collaboration will connect adult nicotine users to custom integrations and experiences across six TKO-affiliated properties, with FRE becoming the Official Nicotine Pouch Partner of UFC, Zuffa Boxing, PBR, and UFC BJJ, as well as IMG-owned World's Strongest Man and Formula Drift. These properties deliver unparalleled reach into some of the most engaged and passionate adult fan bases in sports.
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Analyst Views on TKO
Wall Street analysts forecast TKO stock price to rise
12 Analyst Rating
11 Buy
1 Hold
0 Sell
Strong Buy
Current: 186.310
Low
210.00
Averages
229.42
High
251.00
Current: 186.310
Low
210.00
Averages
229.42
High
251.00
About TKO
TKO Group Holdings, Inc. is a sports and entertainment company. The Company owns properties including Ultimate Fighting Championship (UFC), a mixed martial arts organization; World Wrestling Entertainment, LLC (WWE), a sports entertainment; and Professional Bull Riders (PBR), a bull riding organization. It also services and partners with sports rights holders through IMG, a global sports marketing agency, and On Location, an experiential hospitality. Its segments include UFC, WWE and IMG. UFC segment reflects the business operations of UFC, which consists of media rights fees associated with the distribution of its programming content; ticket sales and site fees associated with the business’s global live events; partnerships and marketing, and consumer product licensing agreements of UFC-branded products. WWE segment reflects the business operations of WWE. IMG segment includes IMG business and On Location. IMG business is an independent global distributor of sports programming.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
TKO Group Holdings Shares Enter Oversold Territory
- Oversold Signal: TKO Group's stock hit an RSI of 29.5 during Thursday's trading, indicating an oversold condition that suggests the recent heavy selling may be exhausting, prompting investors to seek buying opportunities.
- Price Fluctuation: The stock price dropped to a low of $180.58 per share, with the last trade at $184.44, significantly below its 52-week high of $226.94, indicating notable price volatility and shifts in market sentiment.
- Market Comparison: In contrast, the S&P 500 ETF (SPY) has an RSI of 68.3, showcasing overall market strength and further highlighting TKO's relative weakness.
- Historical Performance: TKO's 52-week low stands at $141.44 per share, with the current price nearing this low, reflecting a lack of investor confidence that may impact future investment decisions.
See More
UFC Returns to Philadelphia for Event 330
- Event Return: UFC has announced that it will host UFC 330 at the Xfinity Mobile Arena in Philadelphia on August 15, marking the first championship bout in the venue in 15 years, which is expected to draw significant crowds and boost the local economy.
- Exclusive Streaming: The fight card will be exclusively available on Paramount+ in the U.S. and Latin America, further expanding UFC's global audience while providing Paramount+ with increased visibility and potential subscriptions.
- State Government Support: Pennsylvania Governor Josh Shapiro highlighted that hosting UFC 330 is a key part of the state's celebration of America's 250th anniversary, which is anticipated to bring substantial economic opportunities for local businesses and enhance Philadelphia's international profile.
- Venue Upgrades: The Xfinity Mobile Arena has undergone a transformation costing over $400 million, enhancing the fan experience and facilities, making it an ideal venue for major sporting events, which is expected to attract more large-scale events and solidify its position in the sports entertainment sector.
See More
TKO Group Partners with Supersure for Major Sponsorship
- Sponsorship Agreement: TKO Group Holdings has signed a multiyear sponsorship deal with technology-driven insurance agency Supersure, marking the first time a small business insurance brand is integrated into UFC, Zuffa Boxing, and UFC BJJ events, which is expected to significantly enhance Supersure's visibility among sports fans.
- Brand Integration and Exposure: Under the agreement, Supersure will become the Official Small Business Insurance & Commercial Brokerage Technology Partner of UFC, with branding prominently featured in major UFC events, including the iconic Octagon and across digital platforms, thereby increasing its market impact.
- High Market Fit: According to consumer data company Resonate, UFC's audience indexes high for entrepreneurship and small business ownership, making this partnership a natural fit that is expected to attract more small business clients.
- Initial Activation Event: Supersure will activate the partnership at the upcoming UFC 327® event, featuring a thrilling matchup between former UFC light heavyweight champion Jiří Procházka and Carlos Ulberg, further enhancing brand recognition in the market.
See More
Turning Point Brands Partners with TKO Group for Marketing Deal
- Stock Surge: Turning Point Brands' stock soared over 10% on the day following the announcement of a multi-year marketing partnership with TKO Group, indicating strong shareholder approval and potential for enhanced market performance.
- Partner Background: TKO Group, owner of major sports entertainment assets like UFC and WWE, will promote Turning Point's FRE nicotine pouches across six of its brands, significantly increasing Turning Point's reach in the adult consumer market.
- Marketing Strategy: The partnership involves marketing FRE through what TKO describes as 'custom integrations and experiences,' a strategy likely to attract more adult consumers and boost sales and brand awareness.
- Missing Major Brand: Notably absent from TKO's announcement was WWE, the largest revenue source for TKO, suggesting that Turning Point may be exploring a separate marketing deal with TKO to further enhance its market presence.
See More
FRE Partners with TKO for Multi-Year Collaboration
- Partnership Formation: TKO Group Holdings has established a multi-year partnership with FRE Nicotine Pouches, making FRE the official partner across six TKO properties including UFC, Zuffa Boxing, and PBR, which is expected to significantly enhance brand visibility and market penetration.
- Target Audience Reach: With over 90% of UFC's audience being adults, FRE is leveraging this platform for responsible marketing of adult consumer products, which is anticipated to attract more existing nicotine users and enhance brand loyalty.
- Innovative Marketing Activities: FRE will conduct exclusive fan activations and custom content at venues like the UFC Octagon and Zuffa Boxing ring, aiming to boost user engagement through on-site experiences, thereby driving sales growth and brand recognition.
- Product Advantages Highlighted: FRE's nicotine pouches offer a range of strengths from 3-15mg and feature pre-primed moisture technology, catering to diverse consumer needs, which is expected to further solidify its leadership position in the premium nicotine product market.
See More
Drumstick Launches Limited Edition Red, White & Blueberry Flavor
- New Flavor Launch: Drumstick partners with WWE Superstar Cody Rhodes to introduce a limited-edition Red, White & Blueberry flavor featuring strawberry ice cream swirled with blueberry sauce, marking a significant innovation in their classic chocolate coating that is expected to attract more consumer attention and purchases.
- Marketing Campaign: The campaign is timed with WrestleMania 42 and features a national TV commercial and social media content, aiming to enhance brand visibility and engage WWE fans, which is anticipated to significantly boost sales and market share.
- Summer Promotion: The Drumstick Summer Snackdown Sweepstakes runs from April 18 to August 31, allowing consumers to upload receipts for a chance to win up to $10,000, further incentivizing consumer participation and brand interaction.
- Mobile Experience Innovation: The newly launched DrumTruck will provide samples of the Red, White & Blueberry flavor to WrestleMania attendees and will tour nationwide, aiming to enhance consumer engagement and brand loyalty through a unique brand experience.
See More
TKO Group Holdings Shares Enter Oversold Territory
- Oversold Signal: TKO Group's stock hit an RSI of 29.5 during Thursday's trading, indicating an oversold condition that suggests the recent heavy selling may be exhausting, prompting investors to seek buying opportunities.
- Price Fluctuation: The stock price dropped to a low of $180.58 per share, with the last trade at $184.44, significantly below its 52-week high of $226.94, indicating notable price volatility and shifts in market sentiment.
- Market Comparison: In contrast, the S&P 500 ETF (SPY) has an RSI of 68.3, showcasing overall market strength and further highlighting TKO's relative weakness.
- Historical Performance: TKO's 52-week low stands at $141.44 per share, with the current price nearing this low, reflecting a lack of investor confidence that may impact future investment decisions.
See More
UFC Returns to Philadelphia for Event 330
- Event Return: UFC has announced that it will host UFC 330 at the Xfinity Mobile Arena in Philadelphia on August 15, marking the first championship bout in the venue in 15 years, which is expected to draw significant crowds and boost the local economy.
- Exclusive Streaming: The fight card will be exclusively available on Paramount+ in the U.S. and Latin America, further expanding UFC's global audience while providing Paramount+ with increased visibility and potential subscriptions.
- State Government Support: Pennsylvania Governor Josh Shapiro highlighted that hosting UFC 330 is a key part of the state's celebration of America's 250th anniversary, which is anticipated to bring substantial economic opportunities for local businesses and enhance Philadelphia's international profile.
- Venue Upgrades: The Xfinity Mobile Arena has undergone a transformation costing over $400 million, enhancing the fan experience and facilities, making it an ideal venue for major sporting events, which is expected to attract more large-scale events and solidify its position in the sports entertainment sector.
See More
TKO Group Partners with Supersure for Major Sponsorship
- Sponsorship Agreement: TKO Group Holdings has signed a multiyear sponsorship deal with technology-driven insurance agency Supersure, marking the first time a small business insurance brand is integrated into UFC, Zuffa Boxing, and UFC BJJ events, which is expected to significantly enhance Supersure's visibility among sports fans.
- Brand Integration and Exposure: Under the agreement, Supersure will become the Official Small Business Insurance & Commercial Brokerage Technology Partner of UFC, with branding prominently featured in major UFC events, including the iconic Octagon and across digital platforms, thereby increasing its market impact.
- High Market Fit: According to consumer data company Resonate, UFC's audience indexes high for entrepreneurship and small business ownership, making this partnership a natural fit that is expected to attract more small business clients.
- Initial Activation Event: Supersure will activate the partnership at the upcoming UFC 327® event, featuring a thrilling matchup between former UFC light heavyweight champion Jiří Procházka and Carlos Ulberg, further enhancing brand recognition in the market.
See More
Turning Point Brands Partners with TKO Group for Marketing Deal
- Stock Surge: Turning Point Brands' stock soared over 10% on the day following the announcement of a multi-year marketing partnership with TKO Group, indicating strong shareholder approval and potential for enhanced market performance.
- Partner Background: TKO Group, owner of major sports entertainment assets like UFC and WWE, will promote Turning Point's FRE nicotine pouches across six of its brands, significantly increasing Turning Point's reach in the adult consumer market.
- Marketing Strategy: The partnership involves marketing FRE through what TKO describes as 'custom integrations and experiences,' a strategy likely to attract more adult consumers and boost sales and brand awareness.
- Missing Major Brand: Notably absent from TKO's announcement was WWE, the largest revenue source for TKO, suggesting that Turning Point may be exploring a separate marketing deal with TKO to further enhance its market presence.
See More
FRE Partners with TKO for Multi-Year Collaboration
- Partnership Formation: TKO Group Holdings has established a multi-year partnership with FRE Nicotine Pouches, making FRE the official partner across six TKO properties including UFC, Zuffa Boxing, and PBR, which is expected to significantly enhance brand visibility and market penetration.
- Target Audience Reach: With over 90% of UFC's audience being adults, FRE is leveraging this platform for responsible marketing of adult consumer products, which is anticipated to attract more existing nicotine users and enhance brand loyalty.
- Innovative Marketing Activities: FRE will conduct exclusive fan activations and custom content at venues like the UFC Octagon and Zuffa Boxing ring, aiming to boost user engagement through on-site experiences, thereby driving sales growth and brand recognition.
- Product Advantages Highlighted: FRE's nicotine pouches offer a range of strengths from 3-15mg and feature pre-primed moisture technology, catering to diverse consumer needs, which is expected to further solidify its leadership position in the premium nicotine product market.
See More
Drumstick Launches Limited Edition Red, White & Blueberry Flavor
- New Flavor Launch: Drumstick partners with WWE Superstar Cody Rhodes to introduce a limited-edition Red, White & Blueberry flavor featuring strawberry ice cream swirled with blueberry sauce, marking a significant innovation in their classic chocolate coating that is expected to attract more consumer attention and purchases.
- Marketing Campaign: The campaign is timed with WrestleMania 42 and features a national TV commercial and social media content, aiming to enhance brand visibility and engage WWE fans, which is anticipated to significantly boost sales and market share.
- Summer Promotion: The Drumstick Summer Snackdown Sweepstakes runs from April 18 to August 31, allowing consumers to upload receipts for a chance to win up to $10,000, further incentivizing consumer participation and brand interaction.
- Mobile Experience Innovation: The newly launched DrumTruck will provide samples of the Red, White & Blueberry flavor to WrestleMania attendees and will tour nationwide, aiming to enhance consumer engagement and brand loyalty through a unique brand experience.
See More
