Riyadh: The chairman of the board of directors of the Saudi General Entertainment Authority (GEA), Advisor Turki bin Abdulmohsen Al Al-Sheikh, announced a multi-year partnership with TKO Group Holdings, Inc., a global leader in sports and entertainment, and Sela Company to establish a new boxing promotion to provide a global platform for boxing stars and rising talents in the sport.

According to Saudi Press Agency, the GEA board chairman stated that the historic partnership between industry powerhouses lays the foundation for an unprecedented experience for both boxers and fans. ‘We will work on developing the next generation of talent and delivering world-class events at a time when boxing is undergoing significant advancements,’ he said.

TKO president and chief operating officer Mark Shapiro indicated that this is a strategic opportunity to reimagine the sport of boxing globally. ‘In partnership with the General Entertainment Authority and Sela, we share the same vision and passion for developing this mode. Together, we can restore boxing to its rightful place at the forefront of the global sports scene,’ he said.

TKO will serve as the managing partner, providing daily operations and expertise for the new organization. It will be led by UFC president and chief executive Dana White and WWE president and TKO board member Nick Khan.

Sela has played a pivotal role in organizing and promoting some of the biggest global boxing matches 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 attendance record in the United Kingdom.

Sela, a subsidiary of the Public Investment Fund (PIF) and the official sponsor of Newcastle United, has overseen major projects such as Riyadh Winter Wonderland, Formula E, and the Italian Super Cup.