Sela

Sela is a Saudi Arabian events company owned by the kingdom's Public Investment Fund, the sovereign wealth vehicle that has financed Saudi Arabia's move into global sport. In boxing it is the organisation that stages the Riyadh Season cards associated with Turki Alalshikh, the chairman of Saudi Arabia's General Entertainment Authority, and it has taken those shows beyond the kingdom: Sela staged Anthony Joshua's fight with Daniel Dubois at Wembley Stadium in September 2024, which drew a record crowd for a British boxing event.

Riyadh Season and the promoters

Riyadh Season has become the stage on which the sport's biggest fights are made. Alalshikh has been credited with bringing together promoters who previously would not work together, including Eddie Hearn of Matchroom and Frank Warren of Queensberry, so that fights like Fury v Usyk and the Queensberry v Matchroom 5v5 could be agreed quickly. Critics note that this relies on Saudi wealth, and some Riyadh Season events staged abroad have been reported to have lost money.

A new promotion

In March 2025 TKO Group, the owner of UFC and WWE, announced a boxing promotion in partnership with Sela and Alalshikh, described as a disruptor to the established promotional model. Alalshikh also owns The Ring, the boxing publication whose titular belts carry weight in the sport.

Fury v Joshua

For Fury v Joshua at the Principality Stadium on 11 December 2026, Sela is listed by the British Boxing Board of Control as a promoter alongside Queensberry and Matchroom. The fight was confirmed by Alalshikh in the official announcement on 24 September 2026, with Netflix streaming it worldwide.