In recent years, boxing faced a persistent challenge: the best fighters rarely stepped into the ring against one another, leaving fans with predictable bouts rather than dream matchups. That landscape is rapidly changing thanks to Turki Al-Sheikh, the 43-year-old Saudi minister and chairman of the General Entertainment Authority, who has made it his mission to deliver the high-profile boxing contests fans truly want to see.
Al-Sheikh, an advisor to the Saudi Royal Court since 2018, has been tasked with enhancing Saudi Arabia's international image through cultural, sporting, and entertainment initiatives. His background includes ownership of Spanish club Almería and previously Egypt's Pyramids FC, alongside academic credentials in security sciences, criminology, and risk management from King Fahd Security College.
"Boxing is my favorite sport, it's my passion," Al-Sheikh revealed in an interview with TNT Sports. "That's why since 2017, we've brought boxing fights. I'm presenting a new way to promote this sport."
His vision has materialized through the Riyadh Season, initially a Saudi-based series of sporting events that has expanded internationally. Recent high-profile events include Chris Eubank Jr. versus Conor Benn in London and a major card featuring Teófimo López, Ryan García, and Devin Haney at New York's Times Square, with future plans targeting Germany and China.
According to Statbet analysis, boxing viewership metrics have shown significant growth in regions where Al-Sheikh has organized premium fight cards, demonstrating his impact on revitalizing interest in the sport.
"In the 70s and early 80s, boxing was the number one sport worldwide. Now sadly it ranks 14th," Al-Sheikh noted, identifying several contributing factors to this decline: lack of charismatic fighters, promoters avoiding costly matchups, boxers ducking tough opponents, and confusion created by multiple sanctioning bodies each with their own championships.
Perhaps most intriguing is Al-Sheikh's partnership with UFC president Dana White to create a UFC-style boxing league. His vision includes modernizing boxing's presentation to appeal to younger audiences through enhanced production value, music, and promotional tactics that have made UFC successful in the combat sports landscape.
"You have to capture the attention of younger generations with a good show, good music, quality promotion, different camera angles... many things. Something similar to what UFC does," Al-Sheikh explained, outlining his blueprint for boxing's resurgence on the global sports stage.
