Saudi Arabia’s GEA Partners With TKO & Sela to Promote Boxing
The new initiative will help develop boxing talent, with fighters gaining access to the UFC Performance Institute.
Saudi Arabia’s General Entertainment Authority is stepping into the boxing ring with a new partnership. The General Entertainment Authority has joined forces with TKO Group Holdings and Sela to establish a new platform for boxing.
TKO, which owns the UFC and WWE, will act as the managing partner, handling daily operations under the leadership of UFC President Dana White and WWE President Nick Khan. Sela, a subsidiary of the Public Investment Fund, has previously organised some of the sport’s biggest matchups, including major bouts in Los Angeles and London as part of the Riyadh Season series.
The new initiative will create a structured system for developing boxing talent, with fighters gaining access to the UFC Performance Institute, a top-tier training facility with locations in Las Vegas, Mexico City and Shanghai.
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