Brunswick Group and August Strategic Communications handle merger of Endeavor Group Holdings' Ultimate Fighting Championship brand with Vince McMahon's World Wrestling Entertainment to create a sports/entertainment combined valued at more than $21B.

Endeavor will own 51 percent of the new company, while WWE shareholders will control 49 percent.

CEO Ari Emanuel will helm the entity with WWE founder Vince McMahon taking the executive chairman spot.

He called the deal “a rare opportunity to create a global live sports and entertainment pure-play built for where the industry is headed.”

The UFC and WWE generated $2.4B in revenues during fiscal 2022 and delivered an annual 10 percent annual growth rate since 2019.

As partners, they see opportunities to achieve up to $100M in annual synergies by leveraging Endeavor’s back office and robust infrastructure.

McMahon said the new company will have a collective fanbase of more than 1B and be well positoned to maximize the value of the combined media rights and sponsorships, and pursue other strategic mergers and acquisitions to further bolster its stable of brands.

Brunswick Group works the media on behalf of Endeavor. August Strategic Communications represents the WWE in the deal.