“It’s going to be a prolonged battle, and it’s making me extremely excited.” Eddie Hearn’s unique expression reflects the current state of boxing, particularly with the emergence of Zuffa, a new entity that has been shaking things up lately.
After months of brewing tensions, the situation intensified with Zuffa’s takeover of Conor Benn, one of Hearn’s top talents. The atmosphere thickened further when another UK promoter, Queensberry, sent legal threats to Zuffa’s investors, potentially leading to a billion-dollar lawsuit.
With influential backers, Zuffa has the potential to make significant waves in boxing. However, the execution of its ambitious plans is complex, and skepticism prevails among many in the boxing community about whether these aspirations will take flight.
What is Zuffa Boxing?
Zuffa Boxing is a newly established promotional entity, primarily owned by Saudi entertainment group Sela (60%) and U.S. firm TKO Holdings. The organization is represented by key figures such as Turki Al-Sheikh, UFC CEO Dana White, and WWE president Nick Khan—all of whom hold considerable sway in sports, finance, and politics.
This isn’t the first time a disruptive force has entered boxing, but Zuffa’s ambitions are notably bold. White, responsible for UFC’s growth, has often spoken about venturing into boxing and now, with Sela’s financial backing, aims to upend traditional boxing dynamics. Currently, Zuffa has 93 fighters on its roster, many of whom are lesser-known prospects.
Zuffa’s Ambitions in Boxing
Sela has collaborated with various promoters, including Frank Warren’s Queensberry Promotions and Hearn’s Matchroom Sport. However, past cooperation has soured since March 2023 when Al-Sheikh, White, and Khan announced a five-year partnership, aiming to form a boxing “league” under Zuffa Boxing to “crush” competitors. They began hosting events in January 2025, having secured a five-year broadcast deal with Paramount+ worth $100 million annually.
How Will Zuffa Operate?
Zuffa plans to organize 12 events annually and create its own rankings and championships, limiting to eight weight classes as opposed to the current 17. They aim for a more streamlined championship structure, but to implement this, they need to amend existing U.S. boxing legislation, which could prove problematic. As part of its vision, Zuffa is lobbying to set up a Unified Boxing Organization, aiming to replicate the UFC’s successful model.
Response from the Boxing Community
Resistance to Zuffa has emerged not just from rival promoters but also among UFC fighters. Concerns regarding Zuffa’s pay structures have surfaced, especially following reports of Benn’s lucrative deal. Tensions between White and other promoters like Hearn have escalated publicly, with disparaging remarks exchanged, as both sides are determined to assert their dominance in boxing.
Ultimately, the resolution to this emerging conflict remains uncertain. Zuffa’s powerful connections in sports are undeniable, but they face the challenge of navigating a notoriously complex boxing landscape. Veteran promoters like Hearn and Warren are confident in their ability to maintain their standings. Hearn views the rivalry as an opportunity for growth, stating that he welcomes the competition.
