After dominating the world of MMA, UFC CEO Dana White is trying out his luck in a new sport: boxing.
On Wednesday, Turki Alalshikh, the chairman of Saudi Arabia’s General Entertainment Authority, announced the creation of a new boxing promotion alongside TKO. The executive leadership will be helmed by White himself and WWE president Nick Khan.
Talks regarding a new boxing promotion had been swirling for months, and while a new name wasn’t not unveiled, it did announce plans to hold its first event in 2026 and feature a “highly structured system to develop new talent from around the world, including athlete combines and academies.”
In a video uploaded to X, White can be heard saying: “BOOOOOOM!!!!! Boxing here we come. What’s up guys, we have signed a deal. We just started a new boxing league with Turki. We absolutely love the sport of boxing.” “
BOOOOOOM!!!!! Boxing here we come pic.twitter.com/XBRBT5mr3P
? danawhite (@danawhite) March 5, 2025
From there, Turki Alalshikh adds: “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 a magnificent league and get boxing great again.”
White finished by adding: “The model is proven to deliver the fights that the fans want to see. The best will fight the best and the fighters will continue to move up the rankings and become world champions.”
What we know about the new boxing promotion
The league will be run by a partnership with chairman Turki Alalshikh and Sela, a subsidiary of Saudi Arabia’s Public Investment Fund.
Boxers will have access to the state-of-the-art UFC Performance Institute, which has locations in Las Vegas, Mexico City and Shanghai. As for the in-arena experience and worldwide broadcasts, that will be handled by TKO’s team.
Today marks a new chapter in boxing history. I’m thrilled about this great partnership with those I consider the best for the sport. Together, we will elevate it to new heights. pic.twitter.com/uuXhpDYffy
? TURKI ALALSHIKH (@Turki_alalshikh) March 5, 2025
The new judging criteria isn’t known yet, though the new league will look to reimagine how boxing is viewed throughout the world.
Payouts aren’t known at this time either, though The Riyadh Season payouts were sizeable.
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