Dana White officially enters boxing this week with Zuffa Boxing for the Canelo Alvarez vs. Terence Crawford mega-fight.
White, known for building the UFC, has criticized boxing promotion for years and promised to bring a new approach.
He partnered with Turki Alalshikh to launch Zuffa Boxing, aiming to modernize fight promotion and attract global audiences.
White’s Combat Sports Legacy
White managed fighters Tito Ortiz and Chuck Liddell before convincing Lorenzo and Frank Fertitta to buy the UFC.
He became UFC president in 2001 and led the company from near-bankruptcy to a $1.1 billion valuation by 2008.
In 2023, White became CEO of the UFC, cementing his status as one of combat sports’ top executives.
Zuffa Boxing vs. TKO Boxing
White first announced Zuffa Boxing in 2017, referencing the UFC parent company.
After Zuffa merged with WWE in 2023 to form TKO, the boxing venture became known as TKO Boxing temporarily.
In June, White confirmed the venture would officially use the Zuffa Boxing name, managed with TKO Holdings and Saudi company Sela.
Zuffa Boxing will operate like the UFC, organizing fights and promoting boxers under a unified league structure.
