Ari Emanuel’s Endeavor is transferring several sports assets — including the Professional Bull Riders — to TKO Group, the holding company of WWE and UFC. TKO announced it has reached a definitive agreement with Endeavor Group (which owns a majority stake in TKO) to acquire PBR,

TKO Group Holdings, the sports giant that owns UFC and WWE, will acquire Professional Bull Riders, experience creator On Location and content company IMG from Endeavor in an all-equity transaction for $3.

All-stock deal is expected to close in first half of 2025 and will see Endeavor increase TKO ownership to 59%.