Riyadh – Sharikat Mubasher: Saudi Arabia’s General Entertainment Authority (GEA) announced a multi-year partnership with TKO Group Holdings and Sela Company to launch a new global boxing promotion, creating a platform to showcase both top talent and rising stars.

Advisor Turki Al Al-Sheikh, chairman of GEA’s board, described the partnership as a historic step that will reshape the sport, offering world-class events and nurturing the next generation of boxing talent, as reported by the Saudi Press Agency.

Mark Shapiro, president and COO of TKO, called it a unique opportunity to reimagine boxing on a global scale. He emphasized that TKO, GEA, and Sela share a vision to return the sport to the global spotlight.

TKO will act as managing partner, overseeing day-to-day operations under the leadership of UFC president Dana White and WWE president Nick Khan.

Sela, known for organizing high-profile fights like Crawford vs. Madrimov and Joshua vs. Dubois, brings extensive event experience to the partnership. As a PIF-owned company, Sela has also delivered major events such as Riyadh Winter Wonderland, Formula E, and the Italian Super Cup.