“My brother Dana White will promote this first TKO boxing event with me. It will be something crazy,” wrote Turki Alalshikh on X, underscoring White’s pivotal role in launching the Canelo Alvarez vs. Terence Crawford super fight. UFC and WWE’s parent company, TKO, recently joined forces with Saudi Arabia’s Sela to form a revolutionary new boxing league. Amid the excitement, UFC CEO Dana White was expected to lead the promotional charge for the blockbuster bout. But now, clouds loom over White’s future in boxing. What changed? Let’s dive in.

After a back-and-forth with the Saudi administration, Canelo Álvarez finally signed on to fight under their banner, following a multi-hundred-million-dollar deal negotiated by Turki Alalshikh. In his first bout under the Riyadh Season, ‘Cinnamon’ faced William Scull and secured a unanimous decision victory. Following the win, Alalshikh announced that Álvarez will face Terence Crawford in a blockbuster showdown on September 13. While it was initially announced that Dana White, as part of the TKO Group, would promote the event, that no longer appears to be the case.

After calling Dana White his brother, Turki Alalshikh changed his decision — now it won’t be TKO or the UFC CEO promoting the superfight, but rather Saudi Arabia’s Sela. Alalshikh took to his X handle to announce the news, “We have confirmed the promoter for Canelo v Crawford will be Sela for Riyadh Season. The broadcaster we have not decided yet, but the date will be Saturday 13th September. More details soon.”

For those unfamiliar, Sela is more than just a name behind the scenes—it’s a key partner alongside TKO Group and Turki Alalshikh in the groundbreaking new boxing promotion. With a legacy stretching back over 25 years, Sela has played a pivotal role in shaping Saudi Arabia’s entertainment landscape. Founded in 1997 as the nation’s first FIFA-recognized player representation agency, the company has since evolved into a powerhouse spanning multiple industries, from sports to large-scale events and beyond.

Now, the question remains — why was UFC CEO Dana White ousted by the Saudi management? Was it due to the setbacks he’s facing amid the MMA recession, or was something else going on behind closed doors? While we may never know the full story, fans certainly have their own opinions on the matter. Let’s take a look at what they’re saying.

Dana White and Turki Alalshikh’s relationship questioned by fans after Alvarez vs. Crawford fiasco

Turki Alalshikh and Dana White’s relationship blossomed after the promotion’s flagship event, UFC 306, was held at the Sphere as part of the Riyadh Season. Since then, White and Alalshikh have been seen together frequently, making deals for the future. However, a recent announcement has raised serious doubts about their partnership — at least according to MMA reporter Michael Woods.“Outside looking in… Folks now wondering about the stability of the Turki/Dana connection.”

Just when you thought Woods’ comments were concerning, ‘The MMA Guru’ went all out on Dana White, advising the UFC CEO to take a step back from boxing and Power Slap and dedicate every resource to improving the UFC, “Dana White dropped from promoting Canelo vs Crawford Keep your head up kid @danawhite But don’t ever let me catch you sneaking off to boxing ever again Shut down Power Slap too while you’re at it and do your job as UFC president for once YOU GOOFBALL.” Dana White has been an integral part of Power Slap, and it wouldn’t be wrong to say that the UFC CEO promotes it so heavily that at times, it feels like he’s not paying enough attention to the UFC. Despite its success, the professional slapping league has faced criticism from fans.

Furthermore, a curious fan has offered some advice regarding the Alvarez vs. Crawford fight: “Make it in Vegas Saudi fights are boring asf.” Interestingly, it was originally set for September 12 at Allegiant Stadium in Las Vegas, Nevada. However, Alalshikh later postponed the event by a day and announced that the venue would be changed, with the new location yet to be confirmed.

Furthermore, another social media user highlighted, “Weren’t him and Sela both part of the TKO Boxing deal though? So I would imagine he is still involved in Boxing. Could be wrong though.”

The promotion has been facing one of the most challenging periods in the past five years. Their broadcasting deal is still uncertain, and they have yet to announce any agreement with any entity. On the other hand, the sport itself seems to be heading into a recession, “They must be pissed at him for the horrible quality of cards lately, they want their money well spent.”‘ 

Now, you might be wondering how the promotion is facing a downfall. Well, remember the UFC 315 fight between Belal Muhammad and Jack Della Maddalena? Guess what the gate was for that marquee event? A meager $6 million. To put that into context, UFC 306 pulled in $20 million. So yeah, the promotion is facing a bit of a recession.

Last but not least, a fan was elated that Dana White was not involved in the boxing promotion. Why? Because the fan wants the UFC CEO to focus all his resources on improving the UFC, “Good Dana needs to worry about the state of the ufc and the god awful events they’re been putting on.”

Turki Alalshikh’s X post has sparked a wildfire of speculation, but what is the truth? We’ll have to wait and see. Meanwhile, what are your thoughts on all the buzz? Share your opinion in the comments below.