TKO Group Holdings has announced that Wingstop will serve as the presenting sponsor for WWE’s SummerSlam 2025 and UFC 322, a move that significantly deepens the restaurant chain’s branding ties within sports entertainment and marks a bold push into fight-sports visibility.
At SummerSlam, set to be held over two nights on August 2–3 at MetLife Stadium in New Jersey, Wingstop branding will be integrated across match sponsorships and in-arena promotional assets. This includes prominent placement of its logo on the ring mat and throughout live event activations. The extended deal positions Wingstop not only at this marquee wrestling event but also as a recurring sponsor at major events such as the Royal Rumble and WrestleMania.
In addition to WWE, Wingstop will be the presenting partner for UFC 322, scheduled for November. Though details regarding the event’s date and venue remain forthcoming, UFC 322 is expected to be one of the organization’s premier pay-per-view events. Wingstop branding will feature prominently during fight week, in Octagon signage, broadcast segments, and official UFC content packages.
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The partnership builds on Wingstop’s prior collaboration with the UFC, including event-level sponsorship at UFC 317 and the high-profile NOCHE UFC event at Sphere in 2024. That prior relationship successfully aligned fast food branding with UFC’s fan base and atmosphere, setting the stage for this expanded, cross-brand engagement.
Grant Norris‑Jones, Executive VP and Head of Global Partnerships at TKO, praised the collaboration, noting Wingstop’s bold presence across key sports entertainment properties and expressing enthusiasm for deeper brand integration at TKO events.
The expanded visibility this year includes multi-platform exposure. At SummerSlam, Wingstop will not only appear in ring and arena signage, but also in broadcast elements and onsite promotional experiences. Meanwhile, UFC presentations will incorporate Wingstop branding inside the fight cage, during live broadcasts, and across UFC digital and social platforms.
This level of partnership reflects a growing strategy among consumer brands to align with high-energy, live sports content. Wingstop’s move mirrors broader trends in sponsorship, where foodservice companies increasingly seek immersive engagement—leveraging event-themed meal bundles, promotional content, and athlete endorsements to connect directly with audiences in event settings.
The repeat sponsorship model signals strong brand alignment. UFC’s demographic—predominantly younger, sports-enthusiast males—matches Wingstop’s core customer profile. Their involvement in multiple major events under TKO’s umbrella amplifies visibility and brand recall across wrestling and mixed martial arts fans alike.
Industry observers have noted mixed reactions from fans. While some praise the consistent cross-brand presence, others voice concern over over-commercialization of event spaces, particularly wrestling rings with heavy sponsor saturation. The integration of Wingstop logos alongside other partners has sparked debate over whether sponsorship prominence impedes viewer immersion.
From a business standpoint, Wingstop’s aggressive move into sports entertainment marketing aligns with its rapid growth. The chain reported nearly 20% unit growth in Q2 2025, underlining a period of strong expansion and elevated brand investment.
This sponsorship not only brings exposure but also suggests activation strategies—from fight-day in-store meal bundles to digital sweepstakes and cross-platform promotions—designed to reinforce Wingstop’s presence in tandem with TKO’s marquee properties.
With SummerSlam now extending to two nights for the first time, and Wingstop set as a clear visual and promotional presence at both wrestling and mixed martial arts events, the partnership marks a significant milestone. It demonstrates the restaurant brand’s evolution from themed event sponsor to a ubiquitous presence during key moments in live sports entertainment.
As the deal unfolds through the summer and into autumn, further details—such as UFC 322’s host city, promotional creatives, and related fan engagement events—are expected to emerge. Wingstop’s increased spend and visibility at these events reflect a strategy focused on high-impact engagement with passionate fanbases and live-events audiences.
