Endeavor Group Holdings Inc. is nearing a deal to acquire World Wrestling Entertainment Inc., as reported on CNBC, Wall Street Journal, and many others familiar with the matter.

    The entertainment conglomerate could announce a deal imminently for WWE, said the people, who asked to not be identified because the matter isn’t public. No final decision has been made and talks could fall through, the people added.

    Representatives for Endeavor and WWE didn’t immediately respond to requests for comment. A spokesperson for Vince McMahon declined to comment.

    McMahon was looking to get as much as $9 billion for WWE in a sale, Bloomberg News reported in February. WWE shares have climbed 33 percent this year. They rose 0.7 percent to close at $91.26 in New York trading Friday, giving it a market value of about $6.8 billion.

    Vince McMahon, WWE’s 77-year-old controlling shareholder, reinstated himself as executive chairman in January to oversee a strategic review of the company. McMahon left the firm last year following revelations that he had paid millions of dollars to settle sexual misconduct claims.

    Endeavor is run by Ari Emanuel, who has diversified the company over the years from its roots representing Hollywood actors to adding sports stars, ownership of live events including the Ultimate Fighting Championship as well as a sports-betting technology company.

    According to the report, McMahon is expected to be executive chairman while Endeavor president Mark Shapiro will also work in the same role at the new company. It’s being said that Dana White will remain as president of the UFC will Nick Khan will serve as WWE’s president.