A No-Brainer: Turki Alalshikh is the TSS 2024 Promoter of the Year

Years from now, it’s hard to say how Turki Alalshikh will be remembered.

Alalshikh, the head of Saudi Arabia’s General Entertainment Authority, isn’t everyone’s cup of tea. Some see him as a poacher, a man who snatched away big fights that would have otherwise landed in places like Las Vegas, New York, and London, and planted them in a place with no prizefighting tradition whatsoever merely for the purpose of “sportswashing.” If that be the case, Alalshikh’s superiors, the royal family, will turn off the spigot once it is determined that this public relations campaign is no longer needed, at which time the sport will presumably recede into the doldrums from whence it came.

Be that as it may, there is no doubt that boxing is in much better shape today than it was just a few years ago and that Alalshikh, operating under the rubric of Riyadh Season, is the reason why.

One of the most persistent cavils lobbied against professional boxing is that the best match-ups never get made or else languish on the backburner beyond their “sell-by” date, cheating the fans who don’t get to see the match when both competitors are at their peak. This is a consequence of the balkanization of the sport with each promoter running his fiefdom in his own self-interest without regard to the long-term health of the sport.

With his hefty budget, Alalshikh had the carrot to compel rival promoters to put down their swords and put their most valuable properties in risky fights and he seized the opportunity. All of the sport’s top promoters – Frank Warren and Eddie Hearn (pictured below), Bob Arum, Oscar De La Hoya, Tom Brown, Ben Shalom, and others – have done business with His Excellency.

The two most significant fights of 2024 were the first and second meetings between Oleksandr Usyk and Tyson Fury. The first encounter was historic, begetting the first undisputed heavyweight champion of the four-belt era. Both fights were staged in Saudi Arabia as part of Riyadh Season, the months-long sports and entertainment festival instrumental in westernizing the region.

The Oct. 12 fight in Riyadh between undefeated light heavyweights Artur Beterbiev and Dmitry Bivol produced another unified champion. This wasn’t a great fight, but a fight good enough to command a sequel. (Beterviev, going the distance for the first time in his pro career, won a majority decision.) The do-over, buttressed by an outstanding undercard, will come to fruition on Feb. 22 in Riyadh.

Turki Alalshikh didn’t do away with pay-per-view fights, but he made them more affordable. The price tag for Usyk-Fury II in the U.S. market was $39.99. By contrast, the last PBC promotion, the Canelo vs. Berlanga fight on Amazon Prime Video, carried a tag of $89.95 for non-Prime subscribers.

Almost half the U.S. population resides in the Eastern Time Zone. For them, the main event of a Riyadh show goes in the mid- to late-afternoon. This is a great blessing to fight fans disrespected by promoters whose cards don’t end until after midnight, and that goes double for fight fans in the U.K. who can now watch more fights at a more reasonable hour instead of being forced to rouse themselves before dawn to catch an alluring match anchored in the United States.

In November, it was announced that Alalshikh had purchased The Ring magazine. The self-styled “Bible of Boxing” was previously owned by a company controlled by Oscar De La Hoya who acquired the venerable magazine in 2007.

With the news came Alalshikh’s assertion that the print edition of the magazine would be restored and that the publication “would be fully independent.”

That remains to be seen. One is reminded that Alalshikh revoked the press credential of Oliver Brown for the Joshua-Dubois fight on Sept. 21 at London’s iconic Wembley Stadium because of comments Brown made in the Daily Telegraph that cast a harsh light on the Saudi regime.

There were two national anthems that night, “God Save the King” sharing the bill, as it were, with the Saudi national anthem. Considering the venue and the all-British pairing, that rubbed many Brits the wrong way.

The Ring magazine will always be identified with Nat Fleischer who ran the magazine from its inception in 1922 until his death in 1972 at age 84. It was written of Fleischer that he was the closest thing to a czar that the sport of boxing ever had. Turki Alalshikh now inherits that mantle.

It’s never a good thing when one man wields too much power. We don’t know how history will judge Turki Alalshikh, but naming him the TSS Promoter of the Year was a no-brainer.

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