TKO Group, the powerhouse behind UFC and WWE, has significantly strengthened its global partnerships team with the strategic appointment of Sana Shuaib, formerly a senior executive at Major League Soccer.
In her new and pivotal role, Shuaib will spearhead the marketing and commercial strategies for all partnership endeavors across TKO’s expansive global sports and entertainment portfolio. This includes critical work for its marquee brands, UFC, WWE, and Professional Bull Riders.
Her core responsibilities will encompass securing lucrative new partnerships while simultaneously nurturing and renewing existing brand relationships, a crucial element for sustained revenue growth and market presence.
Shuaib brings a wealth of experience to TKO, transitioning from MLS and its commercial arm, Soccer United Marketing, where she most recently excelled as senior vice president of partnership marketing, integrated marketing solutions, and commercial insights.
Grant Norris-Jones, Executive Vice President of TKO Global Partnerships, lauded Shuaib’s appointment, emphasizing her track record. He stated that “Sana built her career on developing transformative partnerships and integrated marketing strategies with industry-leading brands,” highlighting her proven capabilities in the field.
Complementing this strategic move, Santypal, a veteran of over a decade with UFC and TKO global partnerships, will now oversee revenue strategy and marketing solutions. Norris-Jones acknowledged Santypal’s instrumental role since 2019 in leading the UFC partnership marketing team and applying that successful model across TKO following the integration of UFC and WWE global partnerships teams.
The integration of UFC and WWE commercial teams occurred in January 2024, with Norris-Jones, who has seven years of senior commercial experience at UFC, elevated to lead this unified unit. He is credited with consistently driving UFC’s global partnerships to achieve record revenue for six consecutive years.
This strategic personnel enhancement comes on the heels of TKO’s recent announcement of a 4% increase in revenue for the first quarter of 2025. The company’s financial results for the period ending March 31 showed revenue climbing to an impressive $1.27 billion, marking a significant $46.4 million increase from the previous year.
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