NEW YORK — TKO Group, which already includes WWE and UFC under its umbrella, is gearing up for a new venture in the boxing world through a strategic partnership with Saudi Arabia.
On Wednesday, TKO announced the establishment of a multiyear collaboration with Turki Alalshikh, who is the chairman of the Saudi General Entertainment Authority, alongside Sela, a subsidiary associated with Saudi Arabia’s Public Investment Fund.
The operation will primarily be spearheaded by Dana White, the president and CEO of UFC, along with Nick Khan, WWE president and TKO board member. TKO will take the lead as the managing partner to oversee the daily operations of this boxing initiative.
“It’s not about the money for me,” White revealed. “I partner with people I align with, sharing identical values and perspectives.”
The inaugural TKO Group boxing event is slated for 2026, contingent on finalizing a broadcast rights agreement.
“I will choose the appropriate partner,” White elaborated. “They will indicate their programming needs, and we will collectively establish a rights arrangement that suits both parties.”
While the name of the new promotion remains undisclosed, there are plans for fighters to utilize the UFC Performance Institute, with bases in Las Vegas, Mexico City, and Shanghai. TKO will manage the production, media, and promotion of globally broadcasted events, albeit details remain scarce.
White expressed enthusiasm for fixing problems he perceives in the sport, explaining his motivation as, “I enjoy addressing challenges deemed insurmountable.”
Despite collaboration with Khan and Saudi partners, White, a former boxer, emphasized his role as the primary decision-maker, maintaining control over the venture.
Saudi Arabia continues to expand its sports empire, with this new venture adding to its roster of global sporting investments including Formula 1, LIV Golf, and hosting UFC events, not to mention its recent acquisition of responsibilities for the 2034 World Cup.
The kingdom’s sporting ambitions are backed by Crown Prince Mohammed bin Salman, focusing on the Vision 2030 plan to transform the nation both socially and economically. Central to this vision is substantial investment in sports through the Public Investment Fund, valued at $900 billion.
Saudi Arabia has faced criticism for “sportswashing” to improve its international image, a tactic that has been employed for years by various nations, involving high-profile sporting events.
Alalshikh’s recent acquisition of Ring Magazine and boxing card setup, featuring names like Ryan Garcia and Rolando “Rolly” Romero, underscores Saudi Arabia’s commitment to high-profile sports.
Looking ahead, the partnership with TKO aims to redefine the landscape of boxing by nurturing talent and hosting world-class events on a global scale.
White clarified that celebrity matches won’t feature initially, and emphasized plans for events not just in Saudi Arabia but across the globe.
“We’re targeting a global reach,” he asserted. “From the US to Mexico, Canada, Brazil, Australia, the UK—the possibilities are boundless. Just as UFC has demonstrated, a successful boxing industry requires a strong US presence.”
