Saudi Cash Is Reviving Boxing’s Don King Era, WBC Executive Says

The sands of Riyadh are no longer just a backdrop for desert races—they’ve become the stage for a boxing renaissance. Saudi Arabia’s bold investments in combat sports, paired with the World Boxing Council’s (WBC) vision to revive the sport’s golden age, are transforming boxing into a global spectacle on par with the era of Don King. With billions pouring in from the Public Investment Fund (PIF) and strategic partnerships with entities like TKO Group (owner of UFC and WWE), the kingdom is not just hosting fights—it’s rewriting the rules of the game.

The Saudi Playbook: From Oil to Octagons

Saudi Arabia’s General Entertainment Authority (GEA), led by chairman Turki Alalshikh, has become boxing’s most aggressive investor. Since 2024, Riyadh has bankrolled marquee events like Tyson Fury’s undisputed heavyweight title bout against Oleksandr Usyk and Canelo Alvarez’s upcoming 2025 showdown. But the vision extends far beyond hosting events. The GEA aims to turn Saudi into a permanent hub for elite boxing, leveraging its $4–5 billion valuation for a new boxing league by 2025.

This league will feature 200 fighters across 12 weight classes, unified under a single world champion per division—a direct rebuke of the fragmented system dominated by multiple sanctioning bodies like the WBA, IBF, and WBO. “The best fight the best,” insists UFC CEO Dana White, who is spearheading the TKO Group’s operational overhaul of boxing’s matchmaking.

Reviving the Don King Legacy, with Saudi Dollars

WBC President Mauricio Sulaiman sees parallels between today’s Saudi-fueled boom and the 1970s Don King era, when iconic events like The Rumble in the Jungle and Thrilla in Manila turned boxing into a cultural phenomenon. Now, King himself is reportedly plotting revivals like Rumble in the Jungle II and Thrilla in the Manila II, backed by the WBC’s seal of approval.

“This isn’t just nostalgia,” Sulaiman emphasized in a recent post. “It’s about recreating the magic of fights that defined eras—this time with Saudi’s resources and global reach.” The partnership merges King’s promotional genius with Saudi’s financial muscle, creating a blueprint for high-stakes, media-driven spectacles.

The Numbers Behind the Punches

The financial stakes are massive. Saudi’s PIF, the sovereign wealth fund behind the GEA’s investments, has allocated billions to sports infrastructure, including state-of-the-art training facilities like the UFC Performance Institute in Las Vegas. Meanwhile, TKO Group’s stock (though private) has surged on news of its boxing expansion, with analysts estimating synergies from shared broadcast networks and fighter development pipelines.

Risks and Rewards: Can Boxing’s New Era Deliver?

Critics argue that Saudi’s deep pockets may mask deeper structural flaws. Antitrust concerns loom over TKO’s plan to centralize rankings and titles, while “sportswashing” accusations persist over the kingdom’s use of high-profile events to deflect from geopolitical controversies.

Yet the upside is undeniable. Boxing’s fragmented market is ripe for consolidation, and Saudi’s strategy—combining grassroots development (via WBC’s Grand Prix tournaments for young fighters) with elite events—could finally create a sustainable ecosystem. The Riyadh Season brand, now expanding globally, has already drawn record viewership, with Fury vs. Usyk attracting 1.2 million pay-per-view buys in the U.S. alone.

Conclusion: A Knockout Investment or a Flew Fly?

Saudi Arabia’s gamble on boxing is as bold as it is strategic. With $5 billion on the line and partnerships that blend combat sports expertise (UFC) with promotional flair (Don King), the kingdom stands to redefine a $1.5 billion industry. The WBC’s Grand Prix tournaments and TKO’s unified rankings could solidify Saudi’s position as the new kingmaker of boxing.

Investors should note the metrics:
- Growth Potential: The boxing league’s $4–5 billion valuation by 2025 implies a 400% increase from 2023’s $800 million global revenue.
- Audience Expansion: Saudi’s events have already drawn 30% more international viewers than traditional U.S.-based fights.
- Geopolitical Momentum: Saudi Vision 2030’s diversification goals align perfectly with boxing’s role as a cultural export.

However, risks remain. Antitrust lawsuits could derail TKO’s centralized model, and fighter salaries (already inflated by Saudi’s deep pockets) may strain profitability. Still, for investors willing to bet on disruption, boxing’s revival offers a rare chance to back a sector primed for consolidation—and a legacy in the making.

In the end, Saudi Arabia isn’t just reviving Don King’s era—it’s building a new one. And the gloves are off.