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UFC Legend Discusses CEO’s Plan to Promote Boxing Superfight

Originally posted on MMA Sucka | By Drew Zuhosky | Last updated May 6, 2025 12:36 AM ET

Dana White has asserted himself as the most powerful man in combat sports. For close to 25 years, he’s held the role of president and later CEO of MMA’s No. 1 promotion, the UFC. In recent times, Dana White has hinted at the possibility that he may cross over into the sweet science of boxing and flex his promotional muscles there.

In 2023, TKO Group Holdings was launched by WWE co-founder Vince McMahon and Endeavor CEO Ari Emanuel, whose company purchased the UFC nine years ago. Subsequent to TKO’s founding, the WWE and UFC entered into a merger. Beyond that, TKO has expanded into other areas of entertainment outside of the squared circle and the Octagon.

Recent events from Professional Bull Riders (PBR) have been streamed over the WWE’s YouTube channel after TKO acquired PBR late last year. The total price tag on the deal when closed: $325 billion (USD.)

Dana White Set to Promote Canelo’s Next Fight Late This Summer

For months, people have wondered which boxers that Dana White and TKO may target for TKO Boxing’s first big fight night. Over the weekend, we got our answer and it’s no surprise that it’s a big name.

On Sept. 12, Canelo Alvarez (63-2-2, 39 KOs), who just became the undisputed super-middleweight champion of the world on the night of May 3 with a unanimous decision victory over William Scull (23-1, 9 KOS) in Riyadh, Saudi Arabia, will be making a defense of his titles versus Terence Crawford (41-0, 31 KOs), the current undisputed welterweight and WBO and WBA Interim Light Middleweight Champion. This contest is set to take place inside Allegiant Stadium in Las Vegas, the home ballpark for the NFL’s Las Vegas Raiders and UNLV Runnin’ Rebels football program.

The bout is the first event to be promoted by Dana White under the TKO Boxing banner. Atypical of other premier boxing shows, this will take place on a Friday evening and serve as the prelude to the 2025 edition of Noche UFC the next night.

Daniel Cormier Applauds Dana White, TKO’s Move to Promote Canelo vs. Crawford

UFC Hall of Fame inductee Daniel Cormier (22-3, 1 NC MMA, 11-3, 1 NC UFC), took to YouTube on Sunday to give his two cents on Dana White entering the Canelo Alvarez business this summer.

“Dana White’s going to promote this thing, and because Dana White is going to promote this thing, I feel like it’ll bring a different level of interest,” Cormier began. “They’re still in their athletic prime. I wish I got to see it a couple years ago when Canelo was a little smaller. I thought Canelo, he’s not as good as he was when he was fighting at 154 [or] 160 because he’s a little bigger [and] carries a little more muscle, but I think it’s going to be a blockbuster event.”

Cormier delved further into the effect that Dana White will have on the Canelo vs. Crawford fight.

“It’s going to be one of the biggest pay-per-views we’ve ever seen,” he said. “It’s going to be highly-competitive, and I do believe that added element that Dana’s going to be promoting, that Riyadh Season’s going to be promoting, it’s going to make more people tap into what’s going on in this big fight. They’re going to sell-out Allegiant Stadium. I’m going to be there front-row. I’m not missing this.”

Dana White Hits Home Run With TKO Boxing Promoting Canelo vs. Crawford

DC’s comments are on the money here. For years, we’ve seen Dana White promote countless events in the UFC. While the cards from MMA’s top promotion may not always deliver, Dana White is a showman.

He’s conquered the world of MMA. With Canelo in the fold for TKO Boxing’s maiden voyage, it’s a brilliant start for White going into the promotional side of boxing.

This article first appeared on MMA Sucka and was syndicated with permission.

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