RIYADH — Chairman of the Board of Directors of the General Entertainment Authority (GEA) Turki Al-Sheikh, alongside TKO Group Holdings, Inc. and entertainment giant Sela, has announced a multi-year partnership to establish a new boxing promotion that aims to reshape the sport on a global scale. The initiative will provide a premier platform for top-tier boxers and rising prospects, integrating talent development programs, world-class training facilities, and high-production value events. Speaking on the announcement, Al-Sheikh emphasized that this landmark partnership between industry powerhouses sets the stage for an unparalleled experience for both boxers and fans. He highlighted the commitment to developing the next generation of talent and delivering world-class events at a time when boxing is poised for significant change. Mark Shapiro, President and COO of TKO, underscored the strategic vision behind the venture, describing it as a major opportunity to reimagine boxing on a global level. He noted that TKO brings deep expertise, promotional capabilities, and longstanding industry relationships, while Sela and Al-Sheikh share a passion for evolving the sport's current model. He expressed confidence that the partnership would help restore boxing to a prominent position in the global sports ecosystem. TKO will oversee the day-to-day operations of the promotion, with executive leadership anchored by UFC President and CEO Dana White and WWE President and TKO Board Member Nick Khan. Sela, which has played a key role in delivering major international boxing events, including Terence Crawford vs. Israil Madrimov in Los Angeles and Anthony Joshua vs. Daniel Dubois at Wembley Stadium, will be instrumental in producing high-profile fight experiences. Dr. Rakan Alharthy, Managing Director and CEO of Sela, described the partnership as a turning point in boxing history. He emphasized that the collaboration would elevate the sport to new heights, redefine the fan experience, and create a sustainable future for boxing. He also highlighted Sela's commitment to positioning itself as a leading force in global sports and entertainment. The new boxing promotion will feature a structured system to develop boxing talent worldwide, including athlete combines and academies. All fighters will have access to the UFC Performance Institute, the world's leading combat sports training and rehabilitation center, with locations in Las Vegas, Mexico City, and Shanghai. The promotion will also leverage TKO's expertise in media, production, and promotion to deliver high-quality in-arena experiences and global broadcasts. Further details, including fighter signings, fight schedules, venues, and host locations, will be announced in the coming months.
