Saudi Arabia has inked a multiyear deal with TKO Group, the powerhouse behind WWE and UFC, to launch a new global boxing promotion. Announced in March 2025, this partnership involves Turki Alalshikh, Chairman of the Saudi General Entertainment Authority, and Sela, a subsidiary of Saudi Arabia’s Public Investment Fund (PIF).
The venture will see TKO Group, led by UFC president Dana White and WWE president Nick Khan, take the helm in managing and operating the promotion. Set to debut its first boxing event in 2026, the exact start date hinges on securing broadcast rights agreements. “Everybody’s going to say it’s the money. I don’t do anything for the money,” White told The Associated Press, emphasizing his commitment to aligning with partners who share his vision and values.
While details about the promotion’s name and operations are still under wraps, White assured that boxers will have access to the UFC Performance Institute’s state-of-the-art facilities in Las Vegas, Mexico City, and Shanghai. The initiative aims to leverage TKO’s expertise in production, media, and global broadcasting, promising to bring world-class boxing events to international audiences.
This partnership marks the latest in Saudi Arabia’s strategic investments to elevate its standing in global sports, a key component of Crown Prince Mohammed bin Salman’s Vision 2030. With investments in Formula 1, LIV Golf, and an upcoming 2034 World Cup, the kingdom continues to position itself as a major player on the world stage. The PIF, with assets nearing $900 billion, powers these ambitious projects, reflecting the crown prince’s vision of a diversified and modernized Saudi economy.
Despite criticisms of “sportswashing”—using sports to improve its international image—Saudi Arabia remains undeterred, with Alalshikh stating, “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.” His recent acquisition of Ring Magazine and plans for a major boxing card in Times Square highlight the kingdom’s commitment to revolutionizing the sport.
White, who plans to take the promotion to countries including the US, Mexico, and the UK, stressed his focus on authentic boxing events over celebrity bouts. “I’m going to take this thing everywhere,” he declared, underscoring the global ambition of this new venture.