The world of combat sports is set to witness a significant shift with the launch of TKO Boxing, a joint venture between UFC's parent company TKO and Saudi Arabian businessman Turki Alalshikh. The first major event under this banner features a highly anticipated super-middleweight showdown between Canelo Alvarez and Terrance Crawford. Scheduled initially for September 12 at Allegiant Stadium in Las Vegas, this bout carries immense significance as it involves the Ring, WBA, WBC, IBF, and WBO titles. However, recent developments have sparked discussions regarding scheduling conflicts and strategic decisions affecting both boxing and mixed martial arts audiences.

This groundbreaking event was announced earlier this month, marking a new chapter in professional boxing promotion. Dana White, the CEO of UFC, plays a pivotal role in organizing the fight alongside Alalshikh. Despite the initial date announcement, adjustments have been made moving the event from Friday, September 12, to Saturday, September 13. This change places the Canelo-Crawford fight directly against UFC 320, an annual pay-per-view spectacle celebrating Mexican Independence Day held in Guadalajara, Mexico.

Turki Alalshikh, who acquired Ring Magazine in 2024, has expressed intentions to host the event in prominent locations such as New York, Los Angeles, or Las Vegas. Interestingly, instead of opting for alternative broadcasting platforms like Netflix, the decision leans toward traditional pay-per-view distribution. Such choices could significantly impact consumer preferences, forcing fans to choose between supporting Dana White's UFC brand or the newly launched TKO Boxing endeavor.

When the collaboration between White and Alalshikh was unveiled, promises of unprecedented excitement were made. Alalshikh declared on social media that this would be "the fight of the century," highlighting Riyadh Season's influence while emphasizing his partnership with Dana White. Notably, White has historically opposed stadium events in combat sports due to perceived disadvantages. His stance adds another layer of intrigue to how these promotional dynamics might unfold.

As combat sports enthusiasts prepare for what promises to be an extraordinary weekend, they face critical decisions about where their loyalty—and financial support—will lie. With both events vying for attention through premium pay-per-view offerings, the outcome could redefine relationships within the industry and set precedents for future collaborations. The stage is set; only time will tell which promotion emerges victorious amidst this thrilling competition.