TKO Group, the powerhouse behind WWE and UFC, is making a bold move into the boxing arena through a strategic partnership with Saudi Arabia. The company announced a multiyear collaboration with Turki Alalshikh, chairman of the Saudi General Entertainment Authority, and Sela, a subsidiary of Saudi Arabia’s Public Investment Fund. This venture will see TKO managing the day-to-day operations of a new boxing promotion, with UFC president Dana White and WWE president Nick Khan at the helm.
The announcement comes as Saudi Arabia continues its expansive investment in global sports, aiming to reshape its international image and diversify its economy. The first event under this new partnership is slated for 2026, promising a fresh approach to the sport.
Reimagining Boxing’s Landscape
According to Dana White, the focus will be on nurturing young talent and establishing clear champions across weight classes. “What we care about is finding the young and up-and-coming talent and building up these fights,” White told ESPN. “There won’t be six different champions in each weight class. There will be one. You will know who the best heavyweight is, who the best light heavyweight is, etc.”
White emphasized the fragmented nature of boxing and the need for consolidation.
“The sport is broken and fragmented but for the first time ever the sport is actually being invested in, everything is being pulled into one group and will be a functioning business. It’s never been done before, ever.”
While the new promotion’s name remains under wraps, TKO has confirmed that boxers will benefit from the UFC Performance Institute’s facilities in Las Vegas, Mexico City, and Shanghai. The company will oversee production, media, and promotion for events, ensuring global broadcast reach.
Saudi Arabia’s Sports Ambitions
This latest venture is part of Saudi Arabia’s broader strategy to become a major player in international sports. The kingdom has already made significant strides by hosting a Formula 1 race, funding LIV Golf, and organizing high-profile boxing matches, including Tyson Fury’s victory over Francis Ngannou in 2023. Additionally, Saudi Arabia has secured the 2034 FIFA World Cup, marking a significant milestone in its Vision 2030 initiative.
Vision 2030, spearheaded by Crown Prince Mohammed bin Salman, aims to modernize Saudi society and economy, with sports playing a crucial role. The Public Investment Fund, valued at $900 billion, is a key driver of this transformation.
However, the kingdom’s aggressive sports investments have drawn criticism, with some accusing it of “sportswashing” to improve its global image. Despite this, Turki Alalshikh remains committed to bringing premier sporting events to Saudi Arabia.
Looking Ahead
Alalshikh’s purchase of Ring Magazine and the upcoming boxing card in Times Square on May 2, featuring prominent fighters like Ryan Garcia and Devin Haney, underscore Saudi Arabia’s commitment to boxing. The new partnership with TKO Group is expected to further elevate the sport’s profile.
Alalshikh expressed enthusiasm for the collaboration, stating,
“This landmark partnership between industry powerhouses sets the stage for an unparalleled experience for boxers and fans. Together, we are developing the next generation of talent and delivering world-class events at a time when the sport is primed for further disruption.”
As TKO Group and Saudi Arabia embark on this ambitious project, the global boxing community will be watching closely. The initiative promises to reshape the sport, offering a unified platform for emerging talent and established champions alike. With significant resources and expertise at its disposal, the partnership is poised to make a lasting impact on the boxing world.
