Turki Alalshikh: The Architect of Saudi Boxing’s Renaissance
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Turki Alalshikh (Al-Sheikh) is a Saudi adviser to the Royal Court and chairman of the General Entertainment Authority. His primary role is bringing some of the biggest sporting and entertainment events to the Kingdom, with a particular focus on making Saudi Arabia a global hub for boxing.
Alalshikh is no stranger to innovation—or, as some might call it, disruption—in the world of sports. From spearheading the LIV Golf movement to pushing for the FIFA World Cup in Saudi Arabia and expanding the country’s presence in Formula 1, his influence is undeniable. Behind the scenes, his strategic maneuvering has been instrumental in Saudi Arabia’s rise as a powerhouse for hosting major events.
Breaking Barriers
When it comes to boxing, His Excellency is focused on pushing the sport forward. He isn’t concerned with promotional rivalries—his priority is making the biggest fights happen. This is evident in his approach to boxing undercards, which are often underwhelming and filled with prospects. Alalshikh has changed that by stacking them with world title fights and evenly matched bouts that fans actually want to see.
Could Top Rank, PBC, or DAZN put Anthony Joshua, Deontay Wilder, Joseph Parker, Daniel Dubois, Jarrell Miller, Filip Hrgovic, and Otto Wallin on the same card? The simple answer is no—boxing politics have long hindered the sport. Yet, Alalshikh has brought together Joshua and Fury while also promoting Terence Crawford vs. Israil Madrimov. His influence extends far beyond Riyadh.
Now, with an eye on what would be a massive showdown between Crawford and Canelo Alvarez, Alalshikh has signed boxing’s biggest star, Alvarez, to a four-fight deal. This is more than just a major move in boxing—it’s a game-changer in the sports world as a whole. Fans have long craved meaningful fights, and at its core, boxing has always been about the best fighting the best.
A Transformative Figure
His Excellency has played a pivotal role in revitalizing boxing. He went on to earn the title of Boxing Man of the Year from the World Boxing Council. For years, boxing took a backseat to MMA, a sport that consistently delivered the biggest matchups while boxing remained fragmented, with major fights few and far between. Alalshikh has changed that, orchestrating high-profile bouts that have reignited fan interest.
Both Alalshikh and Dana White are transformative figures dedicated to elevating their respective sports. They share an obsession with delivering the best events and creating unforgettable moments. With both having staged major shows in Riyadh—and more planned for the future—their efforts continue to expand the global reach of boxing and MMA.
Dana White has long been known for giving fans the fights they want. However, boxing has often been bogged down by politics and financial disputes. Alalshikh’s vision centers on legendary matchups, and his willingness to break down barriers. He also offers lucrative purses has helped bring long-awaited fights to life.
Restoring Boxing’s Glory
Critics argue that pay-per-view numbers for these events have been underwhelming, largely due to broadcast timing. Events in Riyadh air in the evening locally, which means mid-day showings in the U.S.—far from the prime viewing hours that typically drive PPV success. While hardcore fans make the effort to tune in, casual viewers are less likely to adjust their schedules.
But make no mistake—Alalshikh is on a mission to restore boxing’s prestige. Once the undisputed king of combat sports, boxing has lost ground due to a lack of major fights and promoters unwilling to collaborate. As a true fan of the sport, he believes in its potential to reclaim its former glory—for the fighters, for the fans, and for boxing itself.
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