This venture will include a structured talent development system with combines and academies, access to UFC Performance Institutes and leverage TKO's expertise to deliver world-class broadcasts and fan experiences.
HE Turki Alalshikh, in collaboration with TKO Group Holdings, US sports and entertainment conglomerate, and audi sports marketing company Sela, owned by Saudi’s Public Investment Fund, has announced a multi-year partnership to launch a new boxing promotion. This initiative aims to provide a premier platform for both established boxing champions and emerging talents.
Commenting on the partnership, HE Turki Alalshikh said: “This landmark partnership between industry powerhouses sets the stage for an unparalleled experience for boxers and fans. 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.”
Mark Shapiro, President and Chief Operating Officer, TKO, added: “This is a strategic opportunity to reimagine the sport of boxing globally. TKO has the deep expertise, promotional prowess, and longstanding relationships. HE Turki Alalshikh and Sela share our passion and vision for evolving the current model. Together, we can bring the sweet science back to its rightful place in the forefront of the global sports ecosystem.”
TKO will take on the role of managing partner, overseeing daily operations and strategic execution. The promotion’s executive leadership will be spearheaded by UFC President and CEO Dana White and WWE President and TKO Board Member Nick Khan.
Sela has played a key role in hosting and delivering some of the biggest international boxing events in recent years, including Terence Crawford vs. Israil Madrimov in Los Angeles and Anthony Joshua vs. Daniel Dubois at Wembley Stadium, which set a new UK attendance record. As a Public Investment Fund (PIF) company, Sela is also the lead sponsor of Newcastle United Football Club and has spearheaded projects such as Riyadh Winter Wonderland, Formula E and the Italian Super Cup.
Dr Rakan Alharthy, Managing Director and CEO of Sela, added: “This partnership between HE Turki Alalshikh, Sela, and TKO will turn the page on a new chapter in boxing history. Together, we will elevate the sport to new heights and redefine the fan experience for a worldwide audience. The promotion will create a sustainable future for boxing and reinforce Sela’s position as a powerhouse in global sports and entertainment.”
The newly established boxing promotion will introduce a structured system designed to develop new talent worldwide through specialised athlete combines and training academies. Additionally, all participating boxers will have access to the UFC Performance Institute, a premier combat sports training, research, rehabilitation and nutrition facility with locations in Las Vegas, Mexico City and Shanghai. TKO’s state-of-the-art production, media and promotional expertise will enhance both live event experiences and broadcast quality, ensuring that fans around the world receive top-tier coverage of the sport.
Further details on the promotion, including fighter signings, fight schedules, venues and host locations, will be announced in the coming months.
