TKO Group Holdings, the parent company of WWE and UFC, has announced a multi-year agreement with Saudi Arabia’s General Entertainment Authority to establish a new boxing promotion. This venture will be co-managed by UFC CEO Dana White and WWE President Nick Khan, with the inaugural event scheduled for 2026.
The partnership will involve collaboration with Turki Al-Sheikh, chairman of the General Entertainment Authority, and Sela, a subsidiary of Saudi Arabia’s Public Investment Fund. This initiative is part of Saudi Arabia’s broader strategy to invest heavily in global sports, aligning with Crown Prince Mohammed bin Salman’s Vision 2030 project, which aims to modernize the nation’s society and economy.
“This landmark partnership between industry powerhouses sets the stage for an unparalleled experience for boxers and fans, ” said HE Turki Alalshikh. “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.”
Mark Shapiro, President and COO of TKO, also expressed excitement at this push into professional boxing.
“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.”
Saudi Arabia has been actively expanding its presence in the sports world, hosting events such as Formula 1 races, funding LIV Golf, organizing high-profile boxing matches, maintaining a decade-long partnership with WWE, and securing the rights to host the 2034 FIFA World Cup.
However, these efforts have attracted criticism from those who view them as attempts to improve the country’s international image amid ongoing concerns about its human rights record.
TKO Group Holdings, formed in September 2023 through the merger of WWE and UFC under the umbrella of Endeavor Group Holdings, continues to expand its influence in the global sports and entertainment industry with this latest venture.
