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Message: [QUOTE="jncuse, post: 4627631, member: 1969"] Brandon Thurston addressed this fairly well in a podcast - Endeavor said they had no intention to incur additional debt to purchase WWE -- which would have been needed for an outright purchase. In the end, they didn't incur any debt, so technically they never told any fibs -- instead of paying off the existing WWE shareholders (which would required a lot of debt), they agreed to buy 51% of the WWE, and as compensation gave up 49% of the UFC. It was a good move for Endeavor in that they already had a fairly high debt load so they didn't need to incur additional debt to get 51% ownership control of the WWE. But the cost of getting that control was giving up 49% of the UFC, which is apparently a more valuable of an asset of about 30%. So the cost of gaining control of the WWE was fairly significant. [/QUOTE]