Dwayne Johnson Acquires Full TKO Trademark, Joins Board

Charting Dwayne Johnson's Ascendancy in Business and Entertainment

by Zain ul Abedin
Dwayne Johnson Acquires Full TKO Trademark, Joins Board
© Anna Moneymaker/Getty Images

In a landmark move, TKO Group, under the umbrella of Endeavor, has welcomed Dwayne 'The Rock' Johnson to its board of directors. This strategic appointment coincides with Johnson securing complete ownership of his iconic moniker, "The Rock." The announcement, effective immediately, signifies a momentous step in the intertwining of sports and entertainment industries.

TKO Group, renowned as the parent company of both WWE and UFC, has always been at the forefront of blending athletic prowess with entertainment value. Johnson's addition to the board is seen as a perfect alignment with TKO's vision, considering his extensive background in both domains.

The name "The Rock" holds a special significance in the wrestling world, having its roots in Johnson's familial legacy. His father, Rocky Johnson, was a trailblazer in WWE history, being the first Black champion alongside Tony Atlas.

His grandfather, Peter Maivia, also a revered figure in wrestling, was posthumously inducted into the WWE Hall of Fame in 2008. This deep-rooted history makes Johnson's latest achievement more than just a corporate milestone - it's a continuation of a storied legacy.

Under the new agreement, The Rock and WWE will collaborate on various merchandising endeavors, encapsulating promotion, licensing, and other pivotal services. This partnership underscores the symbiotic relationship between Johnson's brand and the world of professional wrestling.

Ariel Emanuel, CEO of TKO (and Endeavor), expressed enthusiasm about the collaboration, citing Johnson's proven expertise in content creation and brand building. Vince McMahon, TKO's executive chair, also highlighted Johnson's unparalleled understanding of the intersection between sports, entertainment, media, and business.

Johnson's Multifaceted Legacy

Johnson, a celebrated WWE superstar, Hollywood icon, and social media powerhouse, shared his heartfelt thoughts on the appointment. He reflected on the incredible journey from his family's legacy in wrestling to his current position.

Joining the TKO Board and taking full ownership of 'The Rock' name, for Johnson, is not only a full-circle moment but also a tribute to his family's contributions to the wrestling world. Beyond his entertainment ventures, Johnson's business acumen is evident in his diverse portfolio, which includes Seven Bucks Productions, Teremana Tequila, ZOA Energy, Under Armour, and Project Roc fitness apparel.

His entrepreneurial spirit led him to co-lead the acquisition of the XFL in 2020, further solidifying his role as a multifaceted business leader. The announcement from TKO underscores their commitment to strategic growth, focusing on maximizing shareholder value across both UFC and WWE.

Johnson's role is pivotal in this vision, as he aims to propel TKO, along with WWE and UFC, to new heights in global sports and entertainment. Simultaneously, TKO announced the expansion of its board, appointing Brad Keywell and increasing the number of directors from 11 to 13.

This expansion reflects TKO's commitment to diversifying its leadership and enhancing its strategic direction in the ever-evolving landscape of sports and entertainment.

Dwayne Johnson