Miss Universe Organization
The organization responsible for operating and licensing the international Miss Universe pageant.
Last updated August 21, 2026
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Overview
The Miss Universe Organization is the pageant-management and licensing company behind Miss Universe, one of the world's major international beauty competitions. Its business is built around the annual global contest, national franchise rights, live events, television and streaming distribution, sponsorships, appearances, and the commercial use of the Miss Universe name and related intellectual property. The organization works through local operators that select national representatives and pay for the right to use the brand in their territories. The modern Miss Universe competition was established in 1952 by Pacific Knitting Mills, a California swimwear manufacturer associated with Catalina Swimwear. The company had previously sponsored the Miss America pageant, but a dispute involving winner Yolande Betbeze's refusal to appear in swimsuit publicity helped motivate Pacific Knitting Mills to establish separate Miss USA and Miss Universe competitions. The first Miss Universe contest took place in Long Beach, California, and was won by Armi Kuusela of Finland. The pageant was initially closely connected to the swimsuit business, but over time it developed into a broader entertainment and promotional platform incorporating evening wear, interviews, public appearances, advocacy, and international cultural representation. Ownership and operating arrangements changed repeatedly. The pageant passed through corporate structures associated with Pacific Mills, Kayser-Roth, Gulf and Western, Procter & Gamble, ITT, and later Donald Trump. In 1998, Miss Universe, Inc. adopted the Miss Universe Organization name and moved its headquarters from Los Angeles to New York. Broadcast partnerships became central to the business: CBS carried the event during earlier decades, NBC held major U.S. rights from 2003 through 2014, and Fox and Azteca became broadcasters after the 2015 ownership transition. The event also experimented with streaming distribution, including coverage through The Roku Channel following the 2022 change in ownership. In 2015, controversy surrounding Donald Trump's comments about immigrants led NBC to end its business relationship with Trump and the organization. Trump subsequently acquired NBC's interest as part of a settlement and sold the organization to WME/IMG several days later. IMG operated the pageant until Thailand-based JKN Global Group acquired the Miss Universe Organization in October 2022 for a reported $14 million, subject to the cited transaction source. JKN's acquisition, conducted through JKN Legacy Inc. with Legacy Holding Group USA Inc., placed ownership outside the United States for the first time in the organization's history. The organization has also changed its eligibility policies. Since 2012, openly transgender women have been permitted to compete; Angela Ponce of Spain became the first openly transgender contestant in 2018, and Marina Machete of Portugal became the first transgender semifinalist in 2023. The organization announced that married women, mothers, and pregnant women would be eligible beginning in 2023, replacing longstanding restrictions. It also announced the removal of the upper age limit beginning in 2024, opening eligibility to adult women without the previous maximum-age rule. Miss Universe presents itself as more than a conventional beauty contest. Its titleholder undertakes a contracted year of public appearances and acts as an ambassador for causes that may include public health, disease prevention, women’s rights, racial and ethnic equality, peace, climate concerns, and humanitarian issues. The organization remains a global entertainment and licensing business whose reach depends on national franchises, host countries, media partners, sponsors, contestants, and the continuing public profile of its titleholders.
History
The phrase Miss Universe was used by the International Pageant of Pulchritude, which operated from 1926 until 1935. The current organization emerged in 1952 after Pacific Knitting Mills, a California manufacturer of Catalina Swimwear, created the Miss USA and Miss Universe competitions. The inaugural Miss Universe pageant was held in Long Beach, California, and won by Armi Kuusela of Finland. In the early years, the event's identity was strongly connected with swimwear promotion, but it gradually became an international entertainment property with national franchises, television distribution, commercial sponsors, and a year-long role for the winner. The event was first televised in 1955. CBS later broadcast combined and separate Miss USA and Miss Universe programs, while the corporate ownership of the pageant moved through Pacific Mills, Kayser-Roth, Gulf and Western, Procter & Gamble, and ITT. Donald Trump acquired the pageant in 1996. In 1998, Miss Universe, Inc. changed its name to the Miss Universe Organization and moved its headquarters from Los Angeles to New York. A joint venture with NBC made NBC the principal U.S. broadcaster from 2003 through 2014. The 2015 ownership and broadcast crisis followed Donald Trump's controversial remarks about immigrants who entered the United States illegally from Mexico. NBC ended its relationship with the organization, and the pageant's broadcast arrangements changed. Trump acquired NBC's remaining interest as part of a settlement and sold the organization to WME/IMG shortly afterward. Fox and Azteca became official broadcasters for the Miss Universe and Miss USA competitions. During the pandemic-affected 2020 edition, U.S. distribution was divided between Telemundo and FYI, while later editions returned to other broadcast and streaming arrangements. JKN Global Group acquired the organization from IMG Worldwide in October 2022 through a joint venture with Legacy Holding Group USA Inc. The transaction made Anne Jakapong Jakrajutatip the first transgender woman to own the organization and shifted the center of ownership outside the United States. Following the acquisition, the competition's U.S. distribution moved toward streaming, including The Roku Channel. The organization continued to rely on national franchise holders, host-country partnerships, sponsorships, media rights, and titleholder appearances. Participation is normally organized through national pageants or appointed representatives selected by local franchisees. Franchise rights can be transferred or returned when operators face contractual, financial, or organizational difficulties. The number of participating territories has generally remained above 70 since the late 1980s, although it varies by year. The contest has expanded its representation rules over time: openly transgender women have been eligible since 2012, and the organization later admitted married women, mothers, and pregnant women. In 2023, the upper age limit was scheduled for removal beginning with the 2024 competition. The pageant generally includes preliminary and final judging, with competition categories historically including swimsuit, evening gown, interviews, and other presentation elements. The winning candidate signs a contract and serves as a public ambassador for approximately a year, although the term depends on organizational requirements and pageant scheduling. The titleholder attends public and commercial events and promotes humanitarian or social causes. If the winner cannot complete the role, the first runner-up may succeed her; this occurred in 2002 when Justine Pasek of Panama assumed the title after Oxana Fedorova of Russia was removed. The organization therefore operates both as a competition promoter and as a global brand-licensing and media company.
- 2024
Upper age limit removed
[2]The organization opened eligibility to adult women without the former maximum-age restriction.
- 2023
Eligibility rules broadened
[2]Married women, mothers, and pregnant women became eligible to compete.
- 2023
First transgender semifinalist
[2]Marina Machete of Portugal became the first transgender contestant to reach the Miss Universe semifinals.
- 2022
JKN Global Group acquisition
[1]JKN Global Group acquired the Miss Universe Organization from IMG Worldwide through JKN Legacy Inc.
- 2018
First openly transgender contestant
[2]Angela Ponce of Spain became the first openly transgender contestant in the competition.
- 2015
Ownership changes after NBC dispute
[1]Trump acquired NBC's stake and sold the organization to WME/IMG after NBC ended its relationship with the pageant.
- 2012
Transgender contestants become eligible
[2]The organization began permitting openly transgender women to compete.
- 2002
Title succession involving Justine Pasek
[2]Justine Pasek of Panama became Miss Universe after Oxana Fedorova of Russia was removed from the title.
- 1998
Organization renamed and relocated
[1]Miss Universe, Inc. adopted the Miss Universe Organization name and moved its headquarters from Los Angeles to New York.
- 1996
Donald Trump acquires the pageant
[1]Donald Trump bought the pageant from ITT.
Products and positioning
A global pageant and entertainment brand combining international competition, media distribution, licensing, sponsorship, cultural representation, and humanitarian advocacy.
International beauty pageant · 1952
Miss Universe pageant
The flagship annual competition brings together representatives selected through national franchises. It combines preliminary judging, stage presentation, interviews, and final ranking, with the winner receiving the Miss Universe title and a contracted period of public appearances and advocacy.
Licensing program · 1952
Miss Universe national franchises
The organization licenses local operators to conduct national selections, use the Miss Universe identity, appoint representatives, and manage related commercial and promotional activities. Franchise ownership may change when operators return rights or lose them because of contractual or financial circumstances.
Ambassador and appearances program · 1952
Miss Universe titleholder program
The titleholder serves as the public face of the organization during a contracted reign. Duties can include travel, media work, sponsor appearances, fashion and entertainment events, and advocacy related to humanitarian, health, equality, or environmental issues.
Controversies
2015
Immigration comments and NBC relationship breakdown
Donald Trump's comments about immigrants from Mexico prompted NBC to end its business relationship with the Miss Universe Organization. The dispute produced an ownership transition in which Trump acquired NBC's stake and then sold the organization to WME/IMG.
Marketing campaigns
- Miss Universe humanitarian advocacy
Global
The organization positions the titleholder as a public voice for humanitarian and social issues, including public health, disease awareness, women's rights, racial and ethnic equality, peace, and climate-related concerns.
Outcome. Ongoing advocacy platform
Brand decisions
2023
Remove upper age limitStrategyBackground
The organization had previously required contestants to be below a maximum age, which limited participation by older adult women.
Action taken
The organization announced that every adult woman would be eligible to compete beginning in 2024.
Aftermath
The change significantly broadened the stated eligibility framework.
2022
Expand eligibility to married women and mothersStrategyBackground
The organization reconsidered longstanding rules that had excluded married women, mothers, and pregnant women.
Action taken
It announced that these groups would be eligible beginning with the 2023 edition.
Aftermath
The change broadened the potential contestant pool and altered the distinction between Miss Universe and competitions historically focused on married women.
2022
JKN Global Group acquisitionM&ABackground
IMG Worldwide, then part of Endeavor, sold the organization after several years of operating the pageant.
Action taken
JKN Global Group acquired the Miss Universe Organization through JKN Legacy Inc. with Legacy Holding Group USA Inc.
Aftermath
Ownership moved outside the United States for the first time and the organization pursued new media and commercial arrangements.
Reported acquisition price. $14 million (October 2022 transaction)
2012
Permit openly transgender contestantsStrategyBackground
The organization revised its participation rules to allow openly transgender women to enter the competition.
Action taken
Transgender women became eligible to compete in Miss Universe.
Aftermath
Angela Ponce became the first openly transgender contestant in 2018, and Marina Machete became the first transgender semifinalist in 2023.
Recent events
- 2024
Amy Emmerich announces departure as chief executive[1]
Leadership change
Amy Emmerich announced her departure from the organization and left on March 1, 2024.
- 2023
Paula Shugart announces departure[1]
Leadership change
Long-serving president Paula Shugart announced that she would leave the Miss Universe Organization and would not be replaced in the same role.
- 2022
JKN Global Group acquires Miss Universe Organization[1]
M&A
JKN Global Group acquired the organization from IMG Worldwide through a transaction involving JKN Legacy Inc. and Legacy Holding Group USA Inc.
- 2022
Miss Universe expands eligibility for married women and mothers[2]
Other
The organization announced that married women, mothers, and pregnant women would be allowed to compete from the 2023 edition onward.
- 2015
WME/IMG acquires Miss Universe Organization[1]
M&A
Following the dispute with NBC, Donald Trump sold the organization to WME/IMG, which assumed control of the Miss Universe and Miss USA businesses.
Sources3 sources
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