TKO Teams Up with Saudi Arabia to Unveil New Boxing Promotion

America's media conglomerate TKO Group Holdings, the parent company of Ultimate Fighting Championship (UFC) and World Wrestling Entertainment (WWE), has finalized a multi-year agreement to establish a new boxing promotion in collaboration with Turki Alalshikh, chairman of Saudi Arabia’s General Entertainment Authority (GEA), and Sela, a leading entertainment company and shirt sponsor of Premier League club Newcastle United.

The new venture aims to create a “premier platform for both leading boxers and prospects in the sport,” according to a statement released by TKO. The promotion will be managed under the executive leadership of UFC President Dana White and WWE President Nick Khan.

Saudi Arabia has already made significant strides in boxing, hosting high-profile events such as the heavyweight clashes between Oleksandr Usyk and Tyson Fury in May and December 2023 as part of the Riyadh Season. The initiative has also supported fights outside the kingdom, including last year’s bout between Daniel Dubois and Anthony Joshua.

Mark Shapiro, TKO’s president and chief operating officer, emphasized the strategic importance of the partnership, stating: “This is a strategic opportunity to reimagine the sport of boxing globally. TKO has the deep expertise, promotional prowess, and long-standing relationships. HE Turki Alalshikh and Sela share our passion and vision for evolving the current model. Together, we can bring the sweet science back to its rightful place in the forefront of the global sports ecosystem.”

The collaboration underscores Saudi Arabia’s growing influence in the global sports landscape, as the kingdom continues to invest heavily in major sporting events and promotions.