HE Turki Alalshikh and TKO Announce Launch of New Boxing Promotion in Partnership with Sela
TKO Group Holdings (NYSE: TKO) has partnered with HE Turki Alalshikh and Sela to launch a new multi-year boxing promotion venture. The partnership aims to provide a premier platform for established boxers and emerging talents in the sport.
TKO will serve as managing partner, overseeing daily operations with leadership from UFC President Dana White and WWE President Nick Khan. The promotion will feature:
- Structured talent development system including athlete combines and academies
- Access to UFC Performance Institute facilities in Las Vegas, Mexico City, and Shanghai
- TKO's production and promotional expertise for enhanced broadcast experiences
Sela, a PIF company and key partner, brings experience from major boxing events, including the UK attendance record-setting Anthony Joshua vs. Daniel Dubois match at Wembley Stadium.
TKO Group Holdings (NYSE: TKO) ha stretto una partnership con HE Turki Alalshikh e Sela per lanciare un nuovo progetto di promozione del pugilato pluriennale. L'obiettivo della collaborazione è fornire una piattaforma di alto livello per pugili affermati e talenti emergenti nel settore.
TKO fungerà da partner di gestione, supervisionando le operazioni quotidiane con la leadership di Dana White, Presidente della UFC e Nick Khan, Presidente della WWE. La promozione includerà:
- Un sistema strutturato di sviluppo dei talenti, comprese le combinazioni di atleti e accademie
- Accesso alle strutture dell'UFC Performance Institute a Las Vegas, Città del Messico e Shanghai
- Competenza produttiva e promozionale di TKO per esperienze di trasmissione migliorate
Sela, una società del PIF e partner chiave, porta con sé esperienza da eventi di pugilato di grande rilevanza, inclusa la partita record di affluenza nel Regno Unito tra Anthony Joshua e Daniel Dubois allo stadio di Wembley.
TKO Group Holdings (NYSE: TKO) se ha asociado con HE Turki Alalshikh y Sela para lanzar una nueva empresa de promoción de boxeo a largo plazo. La asociación tiene como objetivo proporcionar una plataforma de primer nivel para boxeadores establecidos y talentos emergentes en el deporte.
TKO actuará como socio gestor, supervisando las operaciones diarias bajo el liderazgo de Dana White, Presidente de UFC y Nick Khan, Presidente de WWE. La promoción contará con:
- Un sistema estructurado de desarrollo de talentos, incluyendo combinaciones de atletas y academias
- Acceso a las instalaciones del UFC Performance Institute en Las Vegas, Ciudad de México y Shanghái
- La experiencia de producción y promoción de TKO para mejorar las experiencias de transmisión
Sela, una empresa del PIF y socio clave, aporta experiencia de grandes eventos de boxeo, incluyendo el partido que estableció el récord de asistencia en el Reino Unido entre Anthony Joshua y Daniel Dubois en el estadio de Wembley.
TKO Group Holdings (NYSE: TKO)는 HE Turki Alalshikh 및 Sela와 협력하여 새로운 다년간 복싱 프로모션 사업을 시작했습니다. 이 파트너십의 목표는 확립된 복서와 신진 인재를 위한 최고의 플랫폼을 제공하는 것입니다.
TKO는 관리 파트너로서 일상 운영을 감독하며, UFC 회장 다나 화이트와 WWE 회장 닉 칸의 리더십 아래 운영됩니다. 이 프로모션은 다음을 포함합니다:
- 선수 조합 및 아카데미를 포함한 구조화된 인재 개발 시스템
- 라스베이거스, 멕시코시티 및 상하이에 있는 UFC 퍼포먼스 인스티튜트 시설에 대한 접근
- 향상된 방송 경험을 위한 TKO의 제작 및 프로모션 전문성
Sela는 PIF 소속 기업이자 주요 파트너로서, 웸블리 스타디움에서 열린 앤서니 조슈아와 다니엘 두보이스의 경기와 같은 주요 복싱 이벤트에서의 경험을 제공합니다.
TKO Group Holdings (NYSE: TKO) s'est associé à HE Turki Alalshikh et Sela pour lancer une nouvelle entreprise de promotion de boxe sur plusieurs années. Cette collaboration vise à fournir une plateforme de premier plan pour les boxeurs établis et les talents émergents dans le sport.
TKO agira en tant que partenaire de gestion, supervisant les opérations quotidiennes sous la direction de Dana White, Président de l'UFC et Nick Khan, Président de la WWE. La promotion comprendra :
- Un système structuré de développement des talents, y compris des combinaisons d'athlètes et des académies
- Accès aux installations de l'UFC Performance Institute à Las Vegas, Mexico et Shanghai
- Expertise de production et de promotion de TKO pour des expériences de diffusion améliorées
Sela, une entreprise du PIF et partenaire clé, apporte une expérience d'événements de boxe majeurs, y compris le match record d'affluence entre Anthony Joshua et Daniel Dubois au stade de Wembley.
TKO Group Holdings (NYSE: TKO) hat sich mit HE Turki Alalshikh und Sela zusammengeschlossen, um ein neues mehrjähriges Boxförderungsunternehmen zu gründen. Das Ziel der Partnerschaft ist es, eine erstklassige Plattform für etablierte Boxer und aufstrebende Talente im Sport zu bieten.
TKO wird als geschäftsführender Partner fungieren und die täglichen Abläufe unter der Leitung von Dana White, Präsident der UFC und Nick Khan, Präsident der WWE überwachen. Die Förderung wird Folgendes umfassen:
- Ein strukturiertes Talententwicklungssystem, einschließlich Athleten-Kombinationen und Akademien
- Zugang zu den Einrichtungen des UFC Performance Institute in Las Vegas, Mexiko-Stadt und Shanghai
- TKOs Produktions- und Promotionsexpertise für verbesserte Übertragungserlebnisse
Sela, ein Unternehmen des PIF und wichtiger Partner, bringt Erfahrung aus großen Boxveranstaltungen mit, einschließlich des Rekordspiels in Großbritannien zwischen Anthony Joshua und Daniel Dubois im Wembley-Stadion.
- Strategic expansion into boxing market enhances TKO's combat sports portfolio
- Access to UFC Performance Institute's global facilities adds competitive advantage
- Partnership with established promoter Sela brings proven track record in major boxing events
- Financial terms and investment requirements not disclosed
- Revenue potential and profitability metrics undefined
- Timeline for first events and fighter roster not specified
Insights
TKO's strategic partnership to launch a new boxing promotion represents meaningful business diversification and potential revenue growth. This multi-year venture extends TKO's combat sports portfolio beyond UFC and WWE, creating a third major revenue pillar while leveraging existing operational infrastructure and expertise.
The partnership structure is particularly advantageous - TKO contributes operational expertise while gaining access to Saudi Arabia's substantial sports investment ecosystem through Sela (a PIF company). This follows the broader trend of Saudi Arabia's significant investments in global sports properties, potentially providing TKO with enhanced financial resources and new market access.
From a business efficiency perspective, TKO can leverage substantial existing assets - including the UFC Performance Institute facilities, production capabilities, and promotional expertise - allowing for potential margin-accretive expansion with minimal incremental infrastructure investment.
While financial terms weren't disclosed, this venture represents a logical extension of TKO's core competencies in combat sports entertainment. The company is effectively creating a new revenue stream without venturing far from its established expertise. The strategic elevation of both Dana White and Nick Khan to leadership positions signals the company's serious commitment to making this venture successful.
This partnership marks TKO's calculated entry into traditional boxing at a pivotal moment for the sport. Boxing has experienced fragmentation across multiple competing promotions and governing bodies for decades, creating inefficiencies that have diminished its mainstream appeal despite strong underlying fan interest.
TKO brings several critical advantages to this venture: centralized promotion power, athlete development infrastructure, and media production capabilities that have made UFC the dominant force in MMA. The commitment to establish athlete combines and academies demonstrates a long-term vision focused on talent pipeline development rather than merely showcasing established fighters.
Partnering with HE Turki Alalshikh and Sela provides immediate credibility and financial backing, as evidenced by Sela's recent success promoting major boxing events including the record-breaking Joshua vs. Dubois event at Wembley Stadium. This collaboration creates a potential powerhouse that could reshape boxing's fragmented landscape.
The strategic integration of UFC Performance Institute access represents a significant competitive advantage for fighter recruitment and development. By offering world-class training facilities and sports science resources traditionally unavailable to boxers, this promotion could attract elite talent and potentially disrupt established boxing promotions like Top Rank and Matchroom Boxing.
Speaking on this significant milestone, HE Turki 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.”
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.
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
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, the world’s leading combat sports performance training, research, rehabilitation, and nutrition center, featuring locations in
Las Vegas ,Mexico City , andShanghai . - 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.
Notes to Editors:
About TKO
TKO Group Holdings, Inc. (NYSE: TKO) is a premium sports and entertainment company. TKO owns iconic properties including UFC, the world’s premier mixed martial arts organization; WWE, the global leader in sports entertainment; and PBR, the world’s premier bull riding organization. Together, these properties reach 210 countries and territories and organize more than 500 live events year-round, attracting more than three million fans. TKO also services and partners with major sports rights holders through IMG, an industry-leading global sports marketing agency; and On Location, a global leader in premium experiential hospitality.
About Sela
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
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.
In 2023, Sela became the primary front-of-shirt partner for Newcastle United Football Club, marking a significant step in its global expansion efforts. 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
About Ring Magazine
Widely known as 'The Bible of Boxing', Ring Magazine is the oldest existing sports publication in
In November 2024, His Excellency Turki Alalshikh, Chairman of the Saudi General Entertainment Authority, purchased the publication and immediately revived its print edition.
Through its magazine, as well as its newly transformed website, social media channels and podcast series, Ring aims to take its audience into the minds of the key protagonists in boxing through its extensive access, offering a complete picture of all the main talking points from the sport around the world.
Forward-Looking Statements
This press release contains forward-looking statements within the meaning of the Private Securities Litigation Reform Act of 1995. TKO intends such forward-looking statements to be covered by the safe harbor provisions for forward-looking statements contained in Section 27A of the Securities Act of 1933, as amended, and Section 21E of the Securities Exchange Act of 1934, as amended. All statements in this press release that do not relate to matters of historical fact should be considered forward-looking statements, including statements regarding the expected structure, planned strategy and expansion and potential benefits of the new boxing promotion. The words “believe,” “may,” “will,” “estimate,” “potential,” “continue,” “anticipate,” “intend,” “expect,” “could,” “would,” “project,” “plan,” “target,” and similar expressions are intended to identify forward-looking statements, though not all forward-looking statements use these words or expressions. These forward-looking statements are based on management’s current expectations. These statements are neither promises nor guarantees and involve known and unknown risks, uncertainties and other important factors that may cause actual results, performance or achievements to be materially different from what is expressed or implied by the forward-looking statements, including, but not limited to those factors discussed in Part I, Item 1A “Risk Factors” in TKO’s Annual Report on Form 10-K for the fiscal year ended December 31, 2024, as any such factors may be updated from time to time in the Company’s other filings with the SEC, which are accessible on the SEC’s website at www.sec.gov and TKO’s Investor Relations site at investor.tkogrp.com. Forward-looking statements speak only as of the date they are made and, except as may be required under applicable law, TKO undertakes no obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250305243108/en/
Source: TKO Group Holdings, Inc.
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