RIYADH: Saudi Arabia’s General Entertainment Authority has formed a partnership with media company TKO Group Holdings and recreational events business Sela to promote boxing and establish a platform for leading fighters.
Turki Alalshikh, chairperson of the GEA, said the organizations will collaborate on efforts to develop talent in the sport and deliver world-class boxing matches.
“This landmark partnership between industry powerhouses sets the stage for an unparalleled experience for boxers and fans,” he said.
TKO, the American owner of UFC mixed martial arts and WWE wrestling companies, will serve as managing partner, providing day-to-day administration and oversight of the promotion, led by UFC President and CEO Dana White and WWE President Nick Khan.
“This is a strategic opportunity to reimagine the sport of boxing, globally,” said Mark Shapiro, the president and CEO of TKO. “Turki Alalshikh and Sela share our passion and vision for evolving the current model.”
Sela, which is owned by Saudi Arabia’s Public Investment Fund, has promoted some of the biggest boxing matches of recent years, including clashes between Terence Crawford and Israil Madrimov in Los Angeles in August 2024, and Anthony Joshua and Daniel Dubois at Wembley Stadium in London the following month. Both fights were part of the Riyadh Season card, a series of matches that took place in Saudi Arabia and other countries.
The company is also the lead sponsor of English Premier League football team Newcastle United, and has managed events such as Riyadh Winter Wonderland, Formula E races and the Italian Super Cup.
Rakan Alharthy, the CEO of Sela, predicted the partnership with the GEA and TKO “will turn the page on a new chapter in boxing history.”
He added: “Together, we will elevate the sport to new heights and redefine the fan experience for a worldwide audience.”
The partners said their collaboration will also help foster new boxing talent through academies and provide all boxers with access to the UFC Performance Institute, a premier combat-sports training center with hubs in Las Vegas, Mexico City and Shanghai.
