TKO Group Holdings, Inc., the parent company of WWE and UFC, has announced a multi-year partnership with the Saudi General Entertainment Authority to launch a new boxing promotion. This ambitious venture, spearheaded by UFC President and CEO Dana White and WWE President Nick Khan, has the objective of creating a big, accommodating platform for both veterans and emerging talents in the sport.
The partnership, which includes Sela, a subsidiary of Saudi Arabia’s Public Investment Fund, is one of the first signs of TKO’s growing influence in combat sports. As managing partner, TKO will oversee the day-to-day operations of the promotion, employing their extensive expertise in event management and media production. The first event is slated for 2026, although the league’s name has not been disclosed yet.
“This is a strategic opportunity to reimagine the sport of boxing globally,” said Mark Shapiro, TKO’s President and COO. “TKO possesses substantial expertise, promotional skills, and enduring partnerships that align with our enthusiasm and vision for transforming the existing model. Together, we can restore boxing to its rightful prominence within the global sports landscape”.
Turki Alalshikh, Chairman of the Saudi General Entertainment Authority, expressed his enthusiasm for the collaboration, stating, “Today marks a new chapter in boxing history. I’m thrilled about this great partnership with those I consider the best for the sport. Together, we will elevate it to new heights”.
Alalshikh also noted, “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”.
White gave a hint of how the league will operate: “The model is proven: to deliver the fights that the fans want to see. The best will fight the best, and the fighters will continue to move up the rankings and become world champions.”
The new promotion, which does not have a name at the moment, will focus on nurturing talent through structured systems, including athlete combines and academies. Boxers will also have access to the UFC Performance Institute, while TKO’s production and media knowledge will provide high-quality broadcasts and in-arena experiences for fans worldwide.
