A New Era for Boxing
In a groundbreaking move poised to reshape the boxing landscape, the parent company of the UFC and WWE, TKO Holdings, has announced a new boxing league in collaboration with Turki Alalshikh and Saudi Arabia’s entertainment company Sela. The statement, released on Wednesday afternoon, emphasizes that this promotion will provide a premier platform for both top boxers and emerging talents. UFC President Dana White and WWE President Nick Khan will oversee operations, aiming to revolutionize the sport by addressing the longstanding issues of fragmented sanctioning bodies and unclear championship hierarchies. This ambitious project seeks to streamline boxing and create a unified, transparent, and competitive environment that fans and athletes alike can embrace.
Streamlining the Sport
One of the most revolutionary aspects of this initiative is its commitment to streamlining boxing’s often fragmented structure. White envisions adopting a UFC-style model where fighters must prove themselves against top contenders to hold unified championship belts. In the UFC, fighters are ranked in various weight classes, and championship titles are determined by a clear and straightforward progression based on performance and rankings. This ensures that fans know who the best fighters are and how they earn their shot at a title. In contrast, boxing has multiple sanctioning bodies—such as the WBC, WBA, IBF, and WBO—each awarding their own belts, which often leads to confusion and disputes over who the ‘real’ champion is. White’s model aims to eliminate this complexity by having a single, undisputed champion in each weight class. Speaking to The Ring Magazine, White said, "The best will fight the best. You work your way up the rankings and once somebody breaks into the top five, there will be no question who the best five guys in the world are in each weight class and they fight it out."
Leadership and Partnerships
TKO Holdings will serve as the managing partner, providing day-to-day operational expertise, management, and oversight of the promotion. Executive leadership will be anchored by UFC President and CEO Dana White and WWE President and TKO board member Nick Khan. White and Khan will have the full support of His Excellency Turki Alalshikh and Sela. Alalshikh told The Ring Magazine, "This is (White’s) call now and it is now his responsibility to deliver the people and the fans the best model of boxing." The collaboration leverages the combined experience and resources of TKO Holdings, UFC, and WWE, aiming to elevate the sport to unprecedented heights. This partnership is expected to bring a level of professionalism and transparency that has been lacking in the boxing world, ensuring that both established stars and new talents have a fair and clear path to greatness.
Saudi Arabia’s Role
Saudi Arabia’s involvement in this new boxing venture comes through Sela, a company specializing in creating, constructing, and operating unique entertainment and hospitality experiences across sports, culture, and leisure sectors. Sela has been pivotal in promoting 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 of 96,000. Sela, through Riyadh Season, has already demonstrated its capability to host major events and is now extending its reach beyond Saudi Arabia. This investment is part of Saudi Arabia’s broader strategy to invest heavily in sports, including golf, Formula One, and football. The Public Investment Fund (PIF) company, Sela, is also the lead sponsor of Newcastle United FC, further showcasing its commitment to global sports entertainment.
Future Events and Structure
While the specifics of the league’s structure are still under wraps, it is expected to mirror the highly successful UFC model, known for its unified approach to matchmaking and focus on global viewership. One potential structure could see a central governing body controlling all major bouts, with fighters competing in a clear progression based on rankings and performance, eliminating the need for multiple sanctioning bodies. A world championship belt in each weight class could be introduced, with top fighters from around the world competing for the chance to become undisputed champions. Emphasizing transparency, the promotion may also make financial details more visible, leading to more equitable opportunities for emerging talent. The first official event is set for 2026, but speculation is growing that the highly anticipated Canelo Alvarez vs Terence Crawford showdown in September might serve as an unofficial launch. White’s comments on the future of the promotion highlight the focus on building a strong foundation: "Now that we’ve got the deal done, what we do now is start to build the infrastructure. We’ve got to build a team, then we have to go out and get a rights deal."
Implications for Established Promoters
The new league will have significant implications for established promoters like Eddie Hearn, Frank Warren, and Bob Arum. Hearn, who has transformed Matchroom Boxing into a global powerhouse, has already begun making strategic moves. He recently sold a minority stake in Matchroom Sport to UK-based sports marketing agency Pitch, with the Hearn family retaining majority control. In a recent interview, Hearn expressed his thoughts on the future: "There is a life beyond that. When do you walk away? Overstaying your welcome in any profession, any sport, any industry, is extremely dangerous." Warren, another stalwart in British boxing, has secured a multi-year media rights deal with streaming giant DAZN, ensuring his continued relevance. However, with the Saudi-backed league aiming to centralize boxing and establish a structured system, these promoters may need to adapt or risk being left behind. The key question is whether they will fight back, get on board, or find a way to coexist with a promotion that has the financial muscle to fundamentally change how boxing operates.
Facilities, Broadcast Rights, and Risks
Boxers in the new league will have access to world-class training facilities like the UFC Performance Institutes in Las Vegas, Mexico City, and Shanghai. This commitment to athlete development underscores the promotion’s goal of elevating the sport. As for broadcast rights, ESPN, which has worked closely with Top Rank for years, is parting ways with the boxing giant. This opens the door for potential involvement with the new league, given ESPN’s extensive experience in sports broadcasting and its desire for fresh, global content. Streaming giants like Netflix, which has invested in high-profile documentaries and partnerships, may also seek to be involved. TNT Sports, following Frank Warren’s departure, is another intriguing possibility. Despite the potential, the new league also faces risks, including the centralization of power and the potential for conflicts of interest. If the league plans to host events in the US, work with US-based fighters, or secure American broadcast deals, it will need to comply with the Muhammad Ali Act, which aims to protect fighter rights, ensure transparency, and prevent conflicts of interest.
The Verdict
This new Saudi/TKO boxing league represents a fresh and ambitious chapter for the sport, promising a more unified, streamlined, and widely accessible future. For athletes, especially those starting out, it could mean greater recognition, better financial opportunities, and a more professionalized system. The centralization of power and the introduction of a clear ranking system could address many of the long-standing issues in boxing, making the sport more exciting and transparent for fans. However, the success of this venture will depend on how well it aligns with existing regulations and whether it can navigate the complex landscape of promoter and fighter relationships. If executed correctly, the new league could be the revolution boxing needs, reshaping the industry for years to come.
