UFC President Dana White has outlined several changes he intends to implement following the launch of a new boxing promotion in collaboration with Turki Alalshikh.
Last week, the duo announced their partnership, aiming to “crush” the competition and revolutionize boxing from the ground up.
Turki Alalshikh, as chairman of Saudi Arabia’s General Entertainment Authority, has already invested significant funds into boxing.
Previously operating under the Riyadh Season banner, Alalshikh now plans to organize a series of Ring Magazine events after acquiring the media outlet last year.
This acquisition also grants him control over the Ring Magazine belt. With White’s goal to establish one title per weight division, they appear to be in a strong position to achieve this.
While the specifics of their business agreement are still under wraps, White revealed that he is already considering signing over 150 fighters in anticipation of their first joint promotion in 2026.
Given that MMA’s leading promotion boss operates under the TKO Group umbrella, boxers are likely to find this a highly attractive opportunity.
Beyond fighter acquisition, White also has plans to transform the way boxing is experienced by audiences.
He seems particularly critical of the pacing of boxing fight cards, asserting that UFC events typically offer a more exciting and engaging experience.
Therefore, instead of using predictable pre-main event songs, White’s production approach promises to provide fans with a much more captivating and thrilling atmosphere.
“I sell ‘holy s***’ moments; that’s my profession,” he told Dan Rafael. “I need to deliver three or four ‘holy s***’ moments each night to ensure that ticket holders and TV viewers feel they’ve received value for their money.”
“I have a very strong connection with my audience, which is something boxing lacks – and that’s what I need to build.”
“Boxing is poor quality both live and on television. These promoters will organize a fight and then host a podcast. You waste your entire evening waiting for the fights to begin.”
