Turki Alalshikh [Chairman of Saudi Arabia's General Enmtertainment Authority], together with TKO Group Holdings, Inc. and Sela, have announced a multi-year partnership to establish a new boxing promotion that will provide a premier platform for both leading boxers and prospects in the sport. TKO already owns UFC, the world’s premier mixed martial arts organization; WWE pro wrestling and PBR, a bull riding organization. TKO will serve as managing partner, providing day-to-day operational expertise, management, and oversight of the promotion, with executive leadership anchored by UFC president and CEO Dana White and WWE president and TKO board member Nick Khan.

Speaking on this significant milestone, 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.”

Sela has played a pivotal role 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. A Public Investment Fund (PIF) company, Sela is also the lead sponsor of Newcastle United Football Club and has delivered 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 new promotion will feature:     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 for combat sports performance training, research, rehabilitation and nutrition center... 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 details about the new boxing promotion, including fighter signings, fight schedules, venues, and host locations, will be revealed in the coming months.

Founded in 1997, Sela is a Saudi Arabian company specialising in creating, constructing, and operating unique destinations and recreational experiences across sports, entertainment, culture, and hospitality sectors. Initially recognized as Saudi Arabia's first FIFA-recognized athletes' representation company, Sela expanded into sports marketing and has since diversified into broader recreational industries. Over the years, Sela has been instrumental in delivering large-scale events and developing iconic destinations. Notable projects include the Boulevard Riyadh City and Boulevard World entertainment venues, the luxury VIA Riyadh complex, the state-of-the-art Jeddah Superdome, and the Jeddah Yacht Club and Marina.

Sela is led by a team of experienced professionals, including Dr. Rakan AlHarthy, who serves as the Managing Director and CEO. And in 2024, Sela delivered two of the biggest international boxing events in recent times with Terence Crawford vs. Israil Madrimov, staged in front of a sell out crowd at the BMO Stadium in Los Angeles and Anthony Joshua vs. Daniel Dubois, which set a new UK attendance record with 98,128 packing Wembley Stadium in what was hailed as “the biggest night in British boxing history”.