Dana White and Turki Alalshikh Unveil New Boxing Promotion

NEW YORK, March 5, 2025 — UFC President Dana White and Saudi Arabia’s General Entertainment Authority Chairman Turki Alalshikh announced a groundbreaking new boxing promotion on Wednesday. This multi-year partnership aims to enhance the sport, featuring a structured plan for developing new talent globally and scheduling its inaugural event in 2026.

The announcement revealed few specifics regarding the promotion’s name, but it emphasized a unique structure that supports athlete combines and academies. Boxers will also have access to the renowned UFC Performance Institute, with facilities located in Las Vegas, Mexico City, and Shanghai, enhancing training and rehabilitation opportunities.

“This landmark partnership between industry powerhouses sets the stage for an unparalleled experience for boxers and fans,” Alalshikh stated. “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.”

White expressed his long-standing interest in boxing, stating, “The sport of boxing is where I started. I felt like it was something that could never be fixed until [Alalshikh] showed up. He’s done more for boxing than any promoter in the history of the sport combined.” He noted the current fragmented nature of boxing, where multiple champions exist in each weight class, complicating matchmaking.

The new promotion aims to clear these obstacles by implementing a ranking system akin to the UFC’s, where “the best fight the best.” White further clarified, “You work your way up the rankings, and once somebody holds that belt, there’s no question who the best in that weight class is.”

Nick Khan, WWE President and a key player in the venture, brings a wealth of experience in negotiations and media rights to the promotion. His leadership is expected to enhance the promotion’s viability and global reach, as he has significant expertise in managing entertainment rights.

“This alliance is set to redefine boxing’s landscape,” Khan said. “Our goal is to facilitate thrilling matchups that fans want to see, while also nurturing new talent through robust training and development programs.”

Alalshikh has already made headlines in the boxing world by orchestrating high-profile events, including Tyson Fury vs. Francis Ngannou, signaling his commitment to enhancing boxing’s appeal globally. The collaboration with TKO also highlights ongoing investments in sports by Saudi Arabia, spearheaded by Crown Prince Mohammed bin Salman, further establishing the nation’s influence in the fight sports industry.

The boxing league will be characterized by innovative promotional tactics and high-quality production values. Mark Shapiro, President and COO of TKO, expressed his confidence in the initiative, stating, “This is a strategic opportunity to reimagine the sport of boxing globally. Together, we can bring the sweet science back to the forefront of the global sports ecosystem.”

Fans have responded positively to the announcement, with many speculating on potential matchups, including cross-disciplinary fights featuring MMA fighters. Alalshikh and White’s vision has generated excitement among the boxing community, highlighting the anticipation for upcoming announcements regarding fighter signings and fight schedules.

The venture aims to launch its first boxing event by 2026, with more details about fighter signings and scheduling expected in the coming months.