Turki Alalshikh, the chairman of Saudi Arabia‘s General Entertainment Authority, has forged a multi-year boxing promotion partnership with U.S. sports and entertainment conglomerate TKO and Saudi sports marketing company Sela in what is being touted as a landmark deal.
Alalshikh – who has long been a driving force behind Saudi’s rise as a global hub for sports and entertainment – is known to be a big boxing fan and one of the most influential figures in this sport.
He is the mastermind behind the “Day of Reckoning” boxing matches held in Riyadh involving huge names such as Anthony Joshua and Deontay Wilder. Over the past few years Alalshikh has been behind Saudi Arabia’s large investments in many other sports as well, including soccer, golf, Formula 1 and, most recently, tennis.
“This landmark partnership between industry powerhouses sets the stage for an unparalleled experience for boxers and fans,” Alalshikh said in a statement.
“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,” the GEA chief added.
Commented Mark Shapiro, President and Chief Operating Officer, TKO: “This is a strategic opportunity to reimagine the sport of boxing globally. TKO has the deep expertise, promotional prowess, and longstanding relationships.” Shapiro went on to note that 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.”
TKO Group, which is owned by Endeavor, comprises World Wrestling Entertainment and Ultimate Fighting Championship.
Sela, which is owned by Saudi’s Public Investment Fund, is a recreational events outfit that has become increasingly active in sports and in 2024 staged two major international boxing events: the Terence Crawford vs. Israil Madrimov match at the BMO Stadium in Los Angeles and Anthony Joshua vs. Daniel Dubois at the U.K.’s Wembley Stadium.
“The promotion will create a sustainable future for boxing and reinforce Sela’s position as a powerhouse in global sports and entertainment,” said Rakan Alharthy, managing director and CEO of Sela in the statement. “Together, we will elevate the sport to new heights and redefine the fan experience for a worldwide audience.”
TKO will serve as managing partner “providing day-to-day operational expertise, management, and oversight of the promotion,” according to the statement, with executive leadership anchored by UFC President and CEO Dana White and WWE President and TKO board member Nick Khan.
The new boxing promotion will involve a new system to develop talent from around the world; access for all boxers to the UFC Performance Institute, a top combat sports training center with locations in Las Vegas, Mexico City, and Shanghai; and TKO’s production, media, and promotional expertise.
Further details “about the new boxing promotion, including fighter signings, fight schedules, venues, and host locations, will be revealed in the coming months,” the statement said.
