Turki Alalshikh, chairman of Saudi Arabia’s General Entertainment Authority, announced on Wednesday a collaboration with TKO Group, the parent company of UFC and WWE, to establish a new boxing promotion. Dana White, president of UFC, and Nick Khan, president of WWE, will be key figures in the executive leadership of this venture.
The name of the new promotion has not yet been revealed. However, plans are in place to host the inaugural boxing event in 2026. A significant aspect of the initiative is the development of emerging boxing talent worldwide through a structured program that includes athlete combines and academies.
Boxers associated with the promotion will have access to the UFC Performance Institute, boasting state-of-the-art facilities in Las Vegas, Mexico City, and Shanghai. TKO’s production and media team will be responsible for delivering high-quality in-arena experiences and global broadcasts.
Alalshikh emphasized the significance of this partnership, stating it will create exceptional opportunities for boxers and fans alike. He highlighted the joint effort to cultivate the next generation of boxing stars and organize world-class events, recognizing the sport’s potential for further growth and innovation.
This new project is part of Saudi Arabia’s substantial investment in global sports, spearheaded by Crown Prince Mohammed bin Salman.
Since October 2023, Alalshikh and Sela, a subsidiary of Saudi Arabia’s Public Investment Fund, have been instrumental in staging major boxing events, starting with Tyson Fury versus Francis Ngannou. Challenging conventional boxing event structures, his Riyadh Season cards feature highly competitive fights and are primarily held in Saudi Arabia’s capital, as well as in cities like Los Angeles and London.
In November, Alalshikh acquired The Ring, a respected boxing publication established in 1922. His first event under The Ring banner is scheduled for May 2 in Times Square, featuring prominent boxers such as Ryan Garcia, Devin Haney, and Teofimo Lopez in separate matches.
Alalshikh has a track record of organizing significant boxing events, including planned Fury-Usyk fights and Bivol-Beterbiev showdowns, collaborating with various promoters.
While these established events will continue, Alalshikh will also launch his boxing league with Dana White and Nick Khan, recognized leaders in combat sports. In ESPN’s September rankings of influential figures in the fight industry, Alalshikh, White, and Khan were ranked first, second, and third, respectively.
Dana White acknowledged boxing as his starting point and expressed his belief that Alalshikh’s involvement is transformative for the sport. White praised Alalshikh’s unprecedented investment, energy, and passion for boxing, stating that he has done more for boxing than any promoter in history. He also indicated his selective approach to partnerships, implying strong confidence in Alalshikh.
Alalshikh echoed White’s sentiments, emphasizing their shared vision and expressing confidence that their league will quickly dominate the boxing landscape.
White has previously expressed his ambition to enter the boxing industry. Unlike the UFC, which he developed into a dominant force in mixed martial arts, boxing is characterized by fragmentation, with multiple champions across different weight classes.
This fragmented structure, with numerous competing promoters, often prevents the most anticipated matchups from happening for fans.
White emphasized a straightforward format for their league: the best boxers will compete against each other. He described a system where fighters ascend through rankings, ensuring that the top contenders in each weight class are clearly defined and matched against each other. He also suggested that the league will aim for a single recognized champion in each weight class, moving away from the multiple belts system in current boxing.
Nick Khan’s role will be crucial to the league’s success. Prior to joining WWE in 2020, Khan was a co-head at Creative Artists Agency, representing top broadcast talent and negotiating major media rights deals for entities like SEC, Top Rank Boxing, and WWE.
Under Khan’s leadership, WWE has achieved record revenue and profitability. He has been a driving force behind WWE’s global expansion, securing government subsidies for premium live events that were previously primarily held in the United States.
Khan also played a key role in the merger of WWE and UFC to form TKO Group, and he serves on the board of directors. Earlier in his career, before becoming an agent, Khan managed Hall of Fame boxers Manny Pacquiao and James Toney.
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