What is Dwayne ‘The Rock’ Johnson’s new role in UFC and WWE?

Dwayne 'The Rock' Johnson's brand value and business mentality were identified as key factors in his joining TKO. 


What is Dwayne ‘The Rock’ Johnson’s new role in UFC and WWE?

The Rock is a member of the TKO Board of Directors (via ew.net/Foundation Group)

On January 23, 2024, Dwayne ‘The Rock’ Johnson joined the TKO Board of Directors. The wrestling legend became a part of the WWE-UFC merged company. Most notably, he is considered one of the greatest wrestlers of all time, winning multiple championships and headlining numerous shows in his career. In addition to that, The Rock has been a reliable brand ambassador for the industry since his shift to Hollywood.

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This move came as a shock to fans and journalists around the world. TKO Chairman, Ari Emanuel, had established Dwayne’s brand value and popularity as major factors in bringing aboard The Great One. Moreover, Emanuel stated that he would be key in helping the Endeavor-owned entity achieve its goals as well.

The Rock is clearly someone who the TKO Board of Directors needed, as per Ari’s comments on the acquisition. The exact terms of the deal were not disclosed. The chairman of TKO, Vince McMahon, released a similar statement regarding the former WWE Champion. McMahon also believed that his presence would indeed help take the merged company to new heights through his understanding of sports and business.

Despite his sporadic WWE appearances, The Rock has been close with WWE President, Nick Khan, for years. In fact, the two have known each other since they were children, and the Hollywood star even worked with Nick’s sister, Nahnatchka, on the NBC series ‘Young Rock’. As such, TKO named Dwayne Johnson as one of the 13 members of the Board of Directors.

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Dwayne Johnson gained full ownership of ‘The Rock’ trademark

Dwayne Johnson not only got a “seat at the table,” but he also signed a new contract with WWE. The icon gained full name rights to “The Rock” in an intellectual assignment agreement. Therefore, The People’s Champion and the Stamford-based promotion signed a new contractor and merchandise deal.

The Rock
The Rock (via Bleacher Report)

The legend licensed the trademark to WWE for 10 years for the use of professional wrestling. With his new Board of Directors role, The Rock received a whopping $30 million in TKO, which runs through December 2025.

In 2023, he garnered $491,000 in royalties through WWE merchandise sales and produced content. According to the details of his new contract, The Great One will continue to earn the same royalties in addition to the profits from the trademarked licensing.

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