Dana White Officially In Boxing Game: UFC President White And UFC Owner TKO Group Holdings Announce New Boxing Promotion In Partnership With Saudi Arabia
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By Cassandra Cousineau, LVSportsBiz.com UFC and Boxing Writer
LAS VEGAS, Nevada — After years of speculation, UFC President Dana White is officially entering the boxing world with a new promotion backed by Saudi Arabia’s General Entertainment Authority and TKO Group Holdings, Inc.
The announcement, made Wednesday by White and Saudi chairman Turki Alalshikh, marks a potential seismic shift in the sport’s landscape. The new venture also includes Sela, a highly influential Saudi Arabian marketing, events, and hospitality company.
TKO, the conglomerate that owns both UFC and WWE, will serve as the managing partner of the new boxing venture, handling day-to-day operations and leveraging its production and media expertise. Executive leadership will include White and WWE President Nick Khan, reinforcing the company’s commitment to making boxing a core part of its combat sports empire.
According to TKO’s latest earnings report, revenue for the last quarter exceeded expectations, bolstered by international expansion efforts and strategic partnerships. The addition of boxing to its combat sports portfolio further positions TKO as a dominant player in the global fight business, potentially unlocking new revenue streams and further solidifying its influence in the industry.
A Long-Anticipated Move
The announcement was far from unexpected. TKO CEO Ari Emanuel had been hinting at this development for weeks, stating on a February investor call:
“We’re starting to talk about boxing. We’re kind of looking at that right now. I think you’ve got the Ali Act that hurt it. Hopefully, who knows what’s going to happen with the Ali Act. And then Dana has a plan for boxing. We’ll see.”
Emanuel also confirmed that TKO was close to finalizing a partnership with Saudi Arabia for the creation of a boxing league, with TKO set to receive a $10 million-plus operational fee.
A New Vision for Boxing
White has long been critical of boxing’s fragmented structure, and this new promotion will be modeled after the UFC’s approach, prioritizing the best fighters competing against each other.
“The best fight the best. You work your way up the rankings. Once somebody breaks into the top five, there’s no question who the best guys are in each weight class, and they fight it out. Once somebody holds that belt, you don’t need three letters in front of the belt. Whoever has that belt is the best in the world in that weight class. It’s a very simple model,“ White said.
The multi hyphenated fight show CEO/President, who got his start in combat sports through boxing, expressed his belief that the sport has needed structural reform for decades.
“I wouldn’t be where I am today without boxing. The sport of boxing is where I started. I felt like it was something that could never be fixed until this guy showed up. He has done more for boxing than any promoter in the history of the sport combined,” White said of Alalshikh.
Turki Alalshikh’s Role in Boxing’s Future
Alalshikh has been a major force in boxing, orchestrating high-profile events such as Tyson Fury vs. Francis Ngannou and signing Canelo Álvarez for a May 2025 fight in Saudi Arabia. He echoed White’s enthusiasm for the new venture:
“If you want to fix boxing or any sport, or do some big project like this, we will not have any options better than Dana White,” Alalshikh said. “I support him with everything. His responsibility is to deliver to the people and the fans the best model for boxing.”
Alalshikh also emphasized that the partnership represents a broader commitment to developing boxing talent worldwide:
“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.”
What to Expect from the New Promotion
The new promotion aims to launch its first event in 2026, featuring a highly structured talent development system that includes athlete combines and academies. Fighters will also gain access to the state-of-the-art UFC Performance Institute, with locations in Las Vegas, Mexico City, and Shanghai. TKO’s production team will oversee in-arena experiences and worldwide broadcasts, ensuring a high-quality product for fans.
Mark Shapiro, President and COO of TKO, highlighted the strategic vision behind the project:
“This is a strategic opportunity to reimagine the sport of boxing globally. TKO has the deep expertise, promotional prowess, and longstanding relationships. HE Turki 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.”
Boxing’s Shifting Landscape
This move comes at a time of significant upheaval in boxing’s media rights landscape. ESPN recently announced it would not be renewing its television deal with Top Rank, signaling a broader industry shift. Saudi Arabia’s increasing involvement in combat sports—evident in its acquisition of major fight events—further positions the region as a dominant player in boxing’s future.
LVSportsBiz.com has covered boxing’s evolving landscape extensively, including the UFC’s landmark event at The Sphere, which went head-to-head with a Canelo fight at T-Mobile Arena. White’s new boxing league add another wrinkle to the competitive dynamics in the fight capital of the world.
The boxing world is about to change, and Dana White is at the helm.
