The recent developments in the boxing world have drawn attention to the growing influence of Saudi Arabia’s General Entertainment Authority (GEA). The signing of Canelo Alvarez, a renowned champion, by Riyadh Season for a four-fight deal has caused ripples across the sport. This move came as no surprise to Dana White, CEO of UFC, who has witnessed firsthand the power and reach of GEA Chairman Turki Alalshikh. With Alvarez now set to compete in Riyadh, it marks a significant shift in how major fights are organized and promoted globally. The decision also highlights the increasing role that international entities play in shaping the future of combat sports.

Alvarez's new commitment means he will face IBF super middleweight champion William Scull on May 3rd in Saudi Arabia, replacing a previously planned match with Jake Paul. While Paul expressed disappointment over the cancellation, White believes that the financial and logistical advantages offered by Saudi Arabia make such decisions inevitable. Moreover, this partnership opens up possibilities for more high-profile bouts, including a potential showdown with Terence Crawford later this year. The alignment between Alvarez and Saudi Arabia underscores a broader trend where global entertainment hubs are becoming key players in organizing top-tier sporting events.

The collaboration between Dana White and Turki Alalshikh has already yielded successful outcomes, with two notable UFC events held in Riyadh. These ventures demonstrate the mutual benefits of working together and pave the way for future collaborations. As combat sports continue to evolve, the involvement of influential figures like Alalshikh can foster greater innovation and opportunities, ultimately enriching the experience for athletes and fans alike. This shift not only enhances the visibility of these sports but also promotes cross-cultural exchange and understanding on an international platform.