Turki Alalshikh and TKO Group Holdings have announced a multi-year partnership that will see the creation of a brand new boxing promotion, the executive leadership of which will be jointly led by UFC CEO Dana White and WWE President Nick Khan.
White has picked up talk of venturing back into the boxing realm in recent years, and the start of 2025 saw reports of the UFC chief being in advanced talks with Alalshikh — Saudi Arabia’s Chairman of the General Entertainment Authority — over a potential new league.
That’s proved to be true, with the official partnership to establish a new promotion being announced Wednesday in a press release.
The deal sees Alalshikh, TKO — founded by Endeavor as part of a merger between WWE and Zuffa LLC, the parent company of UFC — and entertainment conglomerate Sela come together in pursuit of providing the new “premier” platform in the sport of boxing.
This landmark partnership between industry powerhouses sets the stage for an unparalleled experience for boxers and fans,” Alalshikh said. “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.
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The release outlined that TKO will serve as managing partner, providing day-to-day operational expertise, management, and oversight of the new boxing promotion.
Meanwhile, Sela is credited for delivering international events such as Terence Crawford vs. Israil Madrimov in Los Angeles and Anthony Joshua vs. Daniel Dubois in London, as well as being the lead sponsor for Newcastle United Football Club.
Though further details will emerge in the coming weeks and months, the recent announcement did reveal some of the major components of the deal.
- A highly structured system to develop new talent from around the world, including athlete combines and academies.
- Access for all boxers to the UFC Performance Institute, the world’s leading combat sports performance training, research, rehabilitation, and nutrition center.
- TKO’s production, media, and promotional expertise, to deliver both in-arena experiences and top-tier, state-of-the-art broadcasts to fans around the world.
