Talent agency Endeavor (EDR.N), which owns the mixed martial arts business, will tag-team with Vince McMahon’s WWE in deal valued at some $21 billion. The merger unveiled on Monday creates a new publicly traded company 51% owned by Endeavor and 49% by WWE shareholders. On paper, the WWE enterprise gets the sweeter valuation, at around 24 times last year’s EBITDA, whereas UFC is pegged at 19 times. Instead, in the grand tradition of wrestling, McMahon and Endeavor boss Ari Emanuel are trying to appeal to shareholders with a more unconventional thriller. Under terms of the deal, WWE is being valued on the basis of $106 per share, implying an enterprise valuation of $9.3 billion, according to the companies.

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