Dana White, Turki Alalshikh Join Forces for TKO Boxing Promotion

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.

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.