BOOOOOOM!!!!! Boxing here we come pic.twitter.com/XBRBT5mr3P
— danawhite (@danawhite)
March 5, 2025
It isn’t exactly Zuffa Boxing, but after years of speculation, UFC
CEO Dana White is finally getting directly involved with the Sweet
Science.
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The new boxing promotion comes from a partnership between TKO Group
Holdings — the parent company of the UFC and WWE — Turki Alalshikh
and entertainment congomerate Sela.
“We have just done a deal to start a new boxing league with Turki,
who absolutely loves the sport of boxing,” White said in a video on
social media.
“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. We will continue
to make announcements on where you can watch and all the rest of
the details on the business as we get closer to the launch.”
“I am very happy today,” Alalshikh said. “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.”
According to a release, TKO “will serve as managing partner,
providing day-to-day operational expertise, management, and
oversight of the promotion.” White and WWE president and TKO board
member Nick Khan will provide executive leadership for the
fledgling organization.
“This is a strategic opportunity to reimagine the sport of boxing
globally,” said TKO president Mark Shapiro in a release. “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.”
Sela is a Saudi Arabian company founded in 1997 that specializes in
“creating, constructing, and operating unique destinations and
recreational experiences across sports, entertainment, culture, and
hospitality sectors.” In recent years, the company notably promoted
boxing events such as erence Crawford vs. Israil Madrimov in Los
Angeles and Anthony Joshua vs. Daniel Dubois at Wembley Stadium in
London. Sela is also the lead sponsor of Newcastle United Football
Club.
A few details regarding the model for the boxing promotion were
revealed on Wednesday:
-A highly structured system to develop new talent from around the
world, including athlete combines and academies.
-Access for all boxers to the UFC Performance Institute, the
world’s leading combat sports performance training, research,
rehabilitation, and nutrition center, featuring locations in Las
Vegas, Mexico City, and Shanghai.
-TKO’s production, media, and promotional expertise, to deliver
both in-arena experiences and top-tier, state-of-the-art broadcasts
to fans around the world.
Further information regarding fighters, event schedules and venues
will be announced in the coming months.