TKO Steps Into Boxing With Saudi Arabian Promotion

TKO Group, the parent company of WWE and UFC, is set to make a major move into boxing with the announcement of a new promotion in partnership with Saudi Arabia, marking the latest step in Saudi Arabia’s expansion into the global sports industry.

The multiyear deal sees TKO partner with Turki Alalshikh, chairman of the Saudi General Entertainment Authority, and Sela, a subsidiary of the kingdom’s Public Investment Fund (PIF). The new venture will be managed by UFC president and CEO Dana White, alongside WWE president and TKO board member Nick Khan, with TKO overseeing day-to-day operations.

While a name for the promotion has yet to be announced, TKO confirmed that its first boxing event is scheduled for 2026, contingent on securing a broadcast rights deal.

The company will handle media, production, and promotion for the events, ensuring a global audience for the fights, with boxers competing under the new promotion having access to the UFC Performance Institutes, which are located in Las Vegas, Mexico City, and Shanghai.

Commenting on the partnership, chairman of the Saudi General Entertainment Authority, Turki Alalshikh, said: “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,” Alalshikh said.

This venture adds another dimension to Saudi Arabia’s continued investment in the global sports landscape, an initiative driven by Crown Prince Mohammed bin Salman’s Vision 2030 project.

The kingdom has already established itself as a key player in elite sports, hosting a Formula 1 Grand Prix, funding LIV Golf, securing a long-term partnership with WWE, and delivering high-profile boxing events such as Tyson Fury’s victory over Francis Ngannou in October 2023, as well as preparing to host the 2034 FIFA World Cup, further solidifying its status as a sports powerhouse.

Saudi Arabia’s Public Investment Fund, valued at approximately $900 billion, plays a central role in financing these sports initiatives, with billions set aside for projects tied to the World Cup and other major events.

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