Food delivery service DoorDash has increased its presence in sports after adding multisport business giant TKO and its premier WWE and UFC properties to its growing sponsorship portfolio.
The deal sees Doordash become the official on-demand delivery partner of TKO’s premier UFC mixed martial arts promotion and wrestling’s flagship WWE
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The WWE element of the partnership will see DoorDash serve as the presenting partner for a future WWE premium live event, gaining branding in the lead-up to and during the live broadcast of the event.
DoorDash will also collaborate on original content featuring WWE stars that will be distributed across WWE’s social and digital ecosystem.
Like its deal with WWE, DoorDash will also become a presenting partner for one of the UFC’s top-line numbered events next year and has secured the right to use UFC athletes and personalities for its marketing. DoorDash will also gain a presence across the UFC’s social platforms, including on Facebook, X, and Instagram.
The partnership will allow Doordash to reach the fan bases of both properties, which TKO claims is made up of the “most hard to reach demo[graphics] at the intersection of sports, entertainment, and culture.”
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By GlobalDataSpecifically, TKO said WWE and UFC collectively serve more than one billion young and diverse fans across more than 210 countries and territories, with 49% of the fanbase falling into the young adult age demographic of 18 to 34 years old.
Sana Shuaib, TKO Global Partnership’s senior vice president of partnership marketing and digital, said: “Our partnership will deliver first-of-its-kind integrations, content, and experiences, and unlock even more opportunities connecting families to the exciting entertainment of WWE and fight fans to the world of UFC.”
The deal comes days after DoorDash confirmed a new sponsorship agreement with global soccer governing body FIFA covering the upcoming men’s 2026 World Cup being staged across the US, Canada, and Mexico.
The company also has a multi-year sponsorship agreement in place with US soccer’s top-tier men’s MLS competition, while in October, DoorDash partnered with Mexican soccer’s FMF governing body to support its annual US touring operations.
This latest partnership comes as DoorDash competes with rival Uber Eats in the sports sponsorship market, with the latter securing sponsorship designation for the LA28 Olympic Games.
While Uber Eats has American football’s elite NFL, DoorDash renewed its partnership in 2024 with basketball’s NBA and WNBA, continuing to cover the NBA and WNBA Experiences fan engagement venture.
DoorDash’s financial results for the 2024 calendar year illustrated its strength in the US market, with revenue growing 24% year-on-year up to $10.7 billion, resulting in a substantial trimming of its annual losses from $579 million in 2023 down to $38 million in 2024.
This came from over 2.5 billion orders across the period, a figure drawn from double-digit percentage order growth in all four quarters.
