A groundbreaking partnership has been forged between Turki Alalshikh and TKO Group Holdings, heralding the launch of a new boxing promotion.
This boxing venture will be jointly steered by two prominent names in combat sports and entertainment: UFC CEO Dana White and WWE President Nick Khan.
White’s renewed interest in boxing has been a subject of speculation for some time, with reports earlier in 2025 indicating advanced discussions between him and Alalshikh, Chairman of Saudi Arabia’s General Entertainment Authority. These reports have now been confirmed with the official announcement of the partnership on Wednesay.
The collaboration, revealed through a press release, unites Alalshikh, TKO Group Holdings (formed by Endeavor through the merger of WWE and Zuffa LLC, UFC’s parent company), and the entertainment conglomerate Sela.
Their shared ambition is to establish a new, “premier” platform that will redefine the landscape of professional boxing.
“I am very happy today,” Alalshikh said. “I am very happy today. I give the flag of boxing to the best man who can handle it. We have a tough job now, but I am sure he will be delivering to the people and the fans the magnificent league and get boxing great again.”
The landscape of combat sports is undergoing a significant shift, with Alalshikh playing a pivotal role in funding the effort. His involvement in high-profile boxing events has solidified his presence in the boxing world.
The recent announcement of Saudi Arabia’s funding for a new boxing promotion, spearheaded by TKO, was largely anticipated. TKO President and COO Mark Shapiro had previously hinted at ongoing negotiations, teasing the possibility of two major cards in 2025 and 2026.
Alalshikh’s influence extends beyond traditional boxing. He recently demonstrated a willingness to blend elements of MMA into boxing events with “The Last Crescendo” in Riyadh, Saudi Arabia. This card, held on Feb. 22, featured a stacked lineup of title fights, culminating in a captivating undisputed light heavyweight championship rematch between Dmitry Bivol and Artur Beterbiev.
