DoorDash is entering a new era in 2025 as it expands beyond food delivery and forms new partnerships that go well past restaurants. The newest example is DoorDash’s partnership with TKO Group Holdings, the parent company of WWE and UFC, which introduces exclusive promotions, rewards, and entertainment crossover experiences directly inside the DoorDash app.
This collaboration highlights a much larger strategy, showing that DoorDash is investing heavily in becoming more than a delivery platform. It is positioning itself as a multi-industry super app that blends food, retail, logistics, and now entertainment engagement under one ecosystem.
This move is happening at the same time that major trends such as autonomous delivery, AI optimization, EV adoption, and super app ecosystems are shaping the future of the delivery industry. Insights from industry analyses also show that apps like DoorDash, Uber Eats, and others are leaning into diversified services, expanded logistics, and broader customer engagement to remain competitive in 2025 and 2026.
For drivers, this transition raises important questions. What other areas is DoorDash investing in? Does this expansion affect on-the-ground Dashers? And how might this shift influence earnings, order types, and job stability in the gig economy?
This article breaks down everything you need to know.
What the DoorDash and TKO Partnership Represents
The partnership with TKO, which unites WWE and UFC under one entertainment powerhouse, is designed to bring unique promotions and interactive experiences to DoorDash users. This includes special perks, fan rewards, in-app campaigns, and potential tie-ins around big events like UFC fights or WWE premium live events.
On the surface, this looks like a marketing collaboration. But in reality, it is another sign that DoorDash is expanding beyond food delivery and into digital entertainment and brand engagement. DoorDash is stepping into an area traditionally dominated by streaming platforms, telecom companies, and sports networks. Their goal is clear: become part of major cultural moments, not just dinner plans.
When customers associate DoorDash with their favorite events, sports, and entertainment experiences, they spend more time inside the app, place more orders, and rely on DoorDash for groceries, retail, and convenience items during big nights in.
This type of partnership aligns with the broader development of super apps and expanded ecosystems in the delivery tech industry. Companies are no longer competing only on food delivery speed. They are competing on how much time, attention, and spending they can capture across users’ daily routines.
DoorDash Is Becoming a Super App
Industry analyses indicate that one of the strongest trends shaping the next two years is the rise of super apps that combine multiple services such as food delivery, pharmacy, grocery, retail, payments, transportation, and entertainment. DoorDash is actively moving in this direction, matching global leaders like Grab and Gojek in Southeast Asia.
DoorDash has already made several moves that support this transition:
- Grocery partnerships with ALDI, Ralphs, Sprouts, and local chains
- Retail partnerships with Best Buy, PetSmart, Sephora, Office Depot, and others
- DoorDash Drive, a white-label logistics service used by businesses needing same-day delivery
- DashPass, offering cross-category savings that now include retail shopping
- DashMart, the micro-fulfillment warehouse for rapid convenience delivery
- Local commerce expansion for gifting, flowers, and last-mile retail shipping
The partnership with TKO adds an entirely new layer. Instead of only facilitating commerce, DoorDash is now creating in-app experiences, entertainment tie-ins, and event-driven promotions. This brings them closer to becoming a lifestyle app that covers food, retail, fandom, and daily shopping all in one place.
What Other Areas Is DoorDash Investing In?
DoorDash’s investments show its ambitions extend far beyond restaurants. Here are the developing sectors where the company is putting serious resources.
1. Autonomous Delivery and Robotics
Autonomous vehicles and delivery robots are becoming mainstream in high-density areas. DoorDash has expanded partnerships with companies like Coco Robotics and Starship Technologies, with growing deployments across Los Angeles and Miami. Robots are already handling short-distance convenience deliveries, freeing up human drivers for larger and more profitable orders. This aligns with the broader industry trend toward automation.
2. Retail and Big-Box Logistics
Retail has become one of the fastest growing categories on DoorDash. Everything from pet supplies to electronics is now available for delivery. Retail orders typically:
- Pay more
- Tip higher
- Produce more daytime work for Dashers
This provides drivers with more consistency, especially during slow meal periods.
3. Pharmacy and Health Delivery
DoorDash Health includes pharmacy delivery, medical supplies, and wellness kits. This sector continues to expand as customers grow more comfortable with health-related deliveries.
4. Micro-Fulfillment Warehousing
DashMart stores allow DoorDash to stock its own inventory, similar to Amazon’s micro-warehouses. This improves delivery speed and increases order volume.
5. Digital Advertising and Sponsored Placements
DoorDash has built a strong ads division where merchants pay for visibility. Advertising is now one of DoorDash’s biggest revenue channels and will grow even more as retail partners join the platform.
6. Financial and Driver Support Tools
DoorDash is developing financial services such as:
- Dasher reward programs
- Earnings and tax dashboards
- Fuel incentives
- Banking partnerships
These tools help drivers optimize their strategies, especially when paired with outside apps such as Gridwise and Solo which forecast demand, maximize earnings, and reduce downtime.
How This Expansion Affects Drivers
DoorDash drivers will see several major impacts as the company continues expanding beyond food delivery.
1. More Order Types and Increased Volume
As DoorDash expands grocery, retail, and pharmacy ordering, drivers gain access to:
- Higher-value orders
- More daytime deliveries
- A wider variety of deliveries to fill slow hours
Entertainment partnerships could also spark order surges during major events.
2. Autonomous Delivery Will Change, Not Replace, Driver Work
Automation will likely handle short-distance and small-item deliveries. But human Dashers will still be needed for:
- Alcohol
- Large grocery loads
- Retail boxes
- Multi-order stacks
- Long-distance routes
- Rural and suburban areas
This shift can actually increase earning potential if drivers focus on high-value categories.
3. Event-Driven Demand Spikes
Big UFC® or WWE® events generate:
- High order volume
- Better peak pay
- Larger tips from watchers
- Surge pricing
Drivers who work during these events will likely earn more.
4. Increasing Reliance on Multi-App Strategies
As DoorDash expands, so do opportunities for drivers to diversify. Multi-apping is becoming the norm for maximizing earnings.
The Big Picture, DoorDash’s Direction in 2025 and 2026
DoorDash’s partnership with TKO is less about WWE® and UFC® and more about becoming a daily engagement platform. The company is evolving from a food delivery app into a multi-service super app that touches shopping, entertainment, logistics, digital advertising, health, and technology.
For drivers, this means:
- More work
- Diverse delivery opportunities
- Higher-value categories
- A gradually shifting role as automation increases
DoorDash is positioning itself for the next decade of delivery, one where entertainment, grocery, retail, and technology all blend into a single digital lifestyle platform.
Published by DeliverySoCal.com, based on information from DoorDash’s official press release DoorDash and TKO Announce Official Partnership Across WWE® and UFC®
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