TKO Group Holdings, the parent company of UFC and WWE, has announced a partnership with Saudi Arabia’s General Entertainment Authority (GEA) and entertainment company Sela to launch a new global boxing promotion. The agreement, confirmed on March 5, 2025, aims to introduce a new structure to professional boxing, following a model similar to UFC’s centralised approach to matchmaking, promotion, and fighter development. The promotion is expected to stage high-profile events featuring both established and emerging talent, with the goal of bringing greater consistency and accessibility to the sport.
UFC President Dana White and WWE President Nick Khan will oversee the venture, which intends to create a more streamlined boxing system, reducing issues often associated with fragmented governance and promotional disputes in the sport. The new league is expected to prioritize regular, competitive matchups between top fighters, ensuring greater fan engagement and a more structured pathway for athletes. While no official launch date has been set, initial events are anticipated for 2026, subject to broadcast rights negotiations.
Saudi Arabia’s involvement in the project is part of its broader investment in major global sporting events. The country has hosted several notable boxing matches in recent years, featuring world champions and high-profile bouts. By establishing a dedicated boxing promotion, Saudi Arabia is moving beyond hosting to becoming a key stakeholder in the sport’s development. Sela, a company specializing in large-scale event management, will play a crucial role in the operational and logistical aspects of the promotion.
TKO’s expansion into boxing follows a period of strong commercial performance. Recent financial reports show that the company has been increasing its revenue streams, particularly through premium live events and international partnerships. In addition to the new boxing promotion, TKO has continued to invest in other combat sports, with UFC and WWE maintaining strong audience growth. The company’s efforts to expand its influence in different combat sports suggest a strategic push to diversify its business model beyond MMA and professional wrestling.
The new boxing league is expected to stage events globally, with potential locations including the United States, Mexico, Canada, Brazil, Australia, and the United Kingdom. Fighters involved in the promotion will also have access to UFC’s Performance Institutes, providing world-class training facilities in Las Vegas, Shanghai, and Mexico City. This level of athlete support could offer a new level of preparation and development within professional boxing.
As the promotion moves towards its official launch, further announcements regarding fighter signings, event schedules, and media partnerships are expected. With an ambitious approach to structuring professional boxing, the partnership between TKO, GEA, and Sela has the potential to bring new opportunities to athletes and enhance the sport’s global presence.