Turki Alalshikh, the chairman of Saudi Arabia’s General Entertainment Authority, has forged a multi-year boxing promotion partnership with U.S. sports and entertainment conglomerate TKO and Saudi sports marketing company Sela in what is being touted as a landmark deal.

UFC and WWE parent TKO Group has, as promised, jumped into boxing, inking a partnership with Saudi Arabia. The deal with HE (His Excellency) Turki Alalshikh, chairman of the Saudi General Entertainment Authority,

TKO Group Holdings has signed a multi-year partnership with HE Turki Alalshikh and Sela to revitalize the sport of boxing. This deal positions TKO as

TKO Group Holdings, owners of mixed martial arts' UFC and wrestling's WWE, announced on Wednesday a new boxing promotion with the backing of Saudi Arabia's Turki Alalshikh and entertainment conglomerate Sela.

The deal, which is also partnering with the Saudi entertainment and sports firm Sela, will see TKO serve as managing partner, running the day to day operations. UFC President and CEO Dana White and WWE President and TKO board member Nick Khan will anchor the leadership team.

A statement referred to a promotion “that will provide a premier platform for both leading boxers and prospects in the sport”. Read more at straitstimes.com.