TKO Group, the powerhouse entity uniting the UFC, WWE, and Professional Bull Riders under one commercial banner, has made a major addition to its leadership ranks. The company has appointed Sana Shuaib—formerly of Major League Soccer (MLS)—as Senior Vice President of Partnership Marketing and Digital, signaling a further commitment to integrated, cross-platform brand growth.
In her new role, Shuaib will be responsible for leading the global marketing and commercial strategy across TKO’s expanding sports-entertainment ecosystem. Her remit spans brand partnerships, integrated campaigns, and driving both acquisition and retention in a competitive sponsorship market. With an emphasis on delivering new revenue through innovative partnership models, she’ll be at the core of evolving TKO’s commercial identity.
A Commercial Operator with Global Experience
Shuaib’s credentials offer a strong blend of sports insight and corporate rigor. During her time at MLS and Soccer United Marketing, she helped secure renewals with iconic brands like Audi, Coca-Cola, BodyArmor, and Allstate—demonstrating her aptitude for long-term commercial stewardship. Prior to that, she held senior roles with hospitality giant Hyatt and logistics titan FedEx, giving her a versatile toolkit to leverage in TKO’s hybrid entertainment-sport environment.
Her arrival also marks a reunion with Grant Norris-Jones, Executive Vice President of TKO Global Partnerships. The two previously worked together at the NBA, a league renowned for globalizing its brand and evolving the sponsorship playbook.
“Sana built her career on developing transformative partnerships,” Norris-Jones said. “Her ability to deliver for partners in unique and innovative ways will be instrumental as we scale TKO’s global ambitions.”
Internal Promotion Adds Depth to Strategy
Alongside Shuaib’s appointment, TKO also elevated Brit Santypal to Senior Vice President of Operations. A longstanding figure within UFC’s partnership team, Santypal now oversees revenue strategy and marketing solutions across all TKO properties. His new role involves harmonizing operations post the 2024 unification of UFC and WWE’s commercial teams, a move that positioned TKO as a singular powerhouse for brand partnerships across combat sports and sports entertainment.
Norris-Jones emphasized Santypal’s impact since 2019, noting that “his leadership during the integration of WWE and UFC commercial units has been foundational in driving renewal performance and operational excellence.”
A Financially Disciplined Growth Engine
TKO’s evolving leadership structure comes on the back of strong financial performance. For Q1 2025, the group reported a 4% year-over-year increase in revenue, totaling $1.27 billion. This sustained growth offers a solid platform for expanding commercial partnerships, licensing, and fan monetization initiatives.
TKO’s Unified Model Sets the Standard for Modern Sports-Entertainment
The appointment of Shuaib and elevation of Santypal reflect TKO’s broader commercial thesis: unify under one roof, scale smartly, and deliver for brands with precision. As more sports and entertainment properties look to centralize commercial operations, TKO offers a compelling case study in how to build agile, multi-property brand ecosystems without diluting product value.
Sponsorship isn’t just a logo on a ring post or LED screen anymore—it’s an entry point into community, culture, and content. Shuaib’s cross-industry experience will be pivotal in developing next-gen solutions that appeal to both endemic sponsors and global lifestyle brands.
Expect to see TKO deepen data integrations, tailor storytelling to segmented audiences, and deploy fan-driven assets that prioritize engagement over inventory. This isn’t just about selling exposure—it’s about shaping the future of branded entertainment across sport, live events, and streaming platforms.
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