Saudi Arabia’s flagship festival, Riyadh Season, expands to Los Angeles and London, signalling the kingdom’s growing influence in the world of professional boxing

Riyadh Season, once a local celebration of arts, culture, and entertainment, has transformed into a year-round spectacle for global fight fans. The Riyadh Season boxing tour, which began in 2019 as a winter festival, has now become synonymous with high-profile boxing, as Saudi Arabia aggressively pursues its ambition to reshape the sport.

In recent years, Saudi Arabia has become a magnet for big-time boxing, pulling in top-tier fights with its unmatched financial power and strategic vision. However, August 3, 2024, marked a new chapter when the Riyadh Season brand went on tour for the first time. The BMO Stadium in Los Angeles played host to a card headlined by pound-for-pound great Terence Crawford, a spectacle described as the best in a generation.

The tour isn’t stopping there. On September 21, 2024, London’s Wembley Stadium will host a clash between Anthony Joshua and Daniel Dubois, with a fight card so impressive that fans are expected to fill the vast arena long before sunset. These events signal Saudi Arabia’s intent to leave a mark not just on its home turf but in two of the sport’s most iconic boxing cities.

By expanding into boxing’s traditional heartlands—America and England—Saudi Arabia has entered a new phase in its development as a global sports powerhouse. The kingdom’s influence, once contained in hosting blockbuster events in Riyadh, is now poised to shape the future of boxing on a much larger scale.

As the kingdom’s influence grows, it begs the question: What is Saudi Arabia’s ultimate endgame in boxing? Could we see a total overhaul of the sport as Saudi leadership pursues a path similar to its bid to host the 2034 FIFA World Cup? Unlike other sports like golf, which put up some resistance to change, boxing’s fragmented and leaderless state makes it ripe for a revolution. The Riyadh Season boxing tour, with its expanding global presence, could be a pivotal factor in this transformation.

Boxing has long suffered from a lack of governance, leaving it prey to rival promoters and sanctioning bodies vying for control. With no unified structure, the sport has been pushed to the margins, in desperate need of leadership, investment, and reform. This is where Saudi Arabia’s General Entertainment Authority, led by Chairman Turki Alalshikh, enters the ring.

Alalshikh, a close advisor to Crown Prince Mohammed bin Salman and a lifelong boxing fan, has made it clear that the kingdom is committed to the long-term success of the sport. “We are here for the long haul,” Alalshikh said earlier this year. “There’s a big opportunity in boxing, but you have to fix the market first.”

In a short time, Alalshikh has already made a significant impact. He has fostered alliances with major promoters, including Top Rank, Golden Boy, Matchroom, and Queensbury, essentially aligning the sport’s biggest players. Deals with the WBA and WBC have also solidified Saudi Arabia’s role in boxing’s future. Even Eddie Hearn, the head of Matchroom, has praised Alalshikh’s ambitious plans, describing them as “exciting, ambitious, and smart.”

The next step, according to Alalshikh, is to consolidate with a preferred broadcast partner, and all signs point to Dazn as the frontrunner. Alalshikh believes that if boxing can unite under one platform, the sport could once again rise to prominence, becoming a top-five global sport.

Analysis

Political: Politically, Saudi Arabia’s foray into global boxing is more than just about sports. It’s a carefully curated move to reshape the kingdom’s image on the international stage. Historically known for its oil wealth and strict cultural norms, Saudi Arabia’s aggressive entry into the world of sports—including boxing, football, and golf—signals its desire to be viewed as a progressive global player. The Riyadh Season boxing tour is a key part of this broader vision, as it allows Saudi Arabia to influence Western markets, gaining soft power and international prestige.

Social: On a societal level, Saudi Arabia’s expansion into boxing highlights the kingdom’s modernization efforts. For decades, Saudi society was closed off, with limited entertainment and sporting events. Riyadh Season has changed that, offering a platform for cultural exchange and entertainment while subtly shifting societal norms. With each boxing match, the kingdom takes another step toward presenting itself as an open and progressive nation, eager to embrace global trends.

But there are critics. Some argue that Saudi Arabia is using sports to whitewash its human rights record and deflect attention from ongoing social and political challenges. While boxing fans may not see this as a direct issue, the kingdom’s foray into international sports has sparked debates about sports-washing and the true motivations behind these high-profile events.

Racial: From a racial perspective, Saudi Arabia’s expansion into boxing could help bring more attention to underrepresented fighters. Boxing has a rich history of showcasing athletes from diverse backgrounds, and by taking a more prominent role in the sport, Saudi Arabia could potentially offer new opportunities for fighters from regions that have traditionally been overlooked. For instance, Turki Alalshikh’s ambition to bring big events to Africa and China could pave the way for more diverse representation in the sport. The Riyadh Season boxing tour, with its international reach, could be instrumental in spotlighting and elevating fighters from these underrepresented regions.

Gender: When it comes to gender, Saudi Arabia’s involvement in boxing presents a complex narrative. On one hand, the kingdom’s commitment to hosting major sporting events is a signal that it is open to progressive change. However, Saudi Arabia’s track record on women’s rights is still under scrutiny. Though there have been significant reforms, such as allowing women to attend sporting events, it remains to be seen how inclusive these boxing spectacles will be for female athletes and fans alike.

Economic: Economically, Saudi Arabia’s growing role in boxing could reshape the sport’s financial landscape. With deep pockets and the willingness to invest heavily, the kingdom is poised to inject much-needed capital into a sport that has long been fragmented and underfunded. The partnerships with major promoters and sanctioning bodies signal a move toward consolidating boxing into a more coherent product, one that can attract larger audiences and, by extension, more significant revenue.

For the sport itself, Saudi Arabia’s financial influence could result in a major rebrand. The clutter of multiple weight classes, meaningless titles, and promotional divides has long plagued boxing, making it difficult for casual fans to follow. A streamlined, more unified approach to the sport—one that Alalshikh seems keen on pursuing—could revitalize its appeal and bring clarity to the term “world champion.”

However, the flip side is that such heavy financial influence could lead to an over-commercialization of the sport. With Saudi Arabia funding the biggest fights, there is a risk that boxing could become more about spectacle than sport, with the kingdom dictating who fights whom, when, and where. This could marginalize smaller promoters and fighters who don’t fit into the grand vision.

What’s Next?

As Saudi Arabia’s role in boxing continues to expand, it’s clear that the kingdom is not just dabbling in the sport—it’s taking a leading role. The partnerships with major promoters, the upcoming high-profile fights, and the potential consolidation with Dazn all suggest that Saudi Arabia’s influence is here to stay.

What will be interesting to watch is whether Saudi Arabia can actually “fix” boxing as Alalshikh suggests. The sport is notoriously fragmented, with promoters and sanctioning bodies often working at cross-purposes. If Saudi Arabia can unify these factions and create a more streamlined, coherent sport, it could be a game-changer.

In the meantime, boxing fans can look forward to more big fights, both in Saudi Arabia and beyond. With London, Los Angeles, and potentially even China on the tour schedule, Riyadh Season is quickly becoming a global boxing powerhouse. As Alalshikh said, “If anyone can do it, it’s Riyadh Season.”