Saudi Arabia has looked to become one of the premier destinations for tourism following the formation of the General Entertainment Authority. It is related to the Saudi Vision 2030 program of securing economic and tourism advancements in the area, among other goals.
The program has resulted in Riyadh Season, with sports being a primary interest. Founded in 2019, Riyadh Season has resulted in partnerships with various sports organizations. It has branched out to pro wrestling, MMA, soccer, golf, and boxing.
Among its partnerships, WWE and the Saudi General Sports Authority agreed to a ten-year deal in 2018. As well as that. the UFC will host an event at The Sphere, which is also being promoted by Riyadh Season.
The premier figure of the GEA is Turki Alalshikh, who has been very active in the combat sports scene.
WATCH: Terence Crawford vs. Israil Madrimov, live on DAZN
Boxing has seen the best fight the best as part of Riyadh Season in bouts that have been staged in Saudi Arabia. Oleksandr Usyk beat Tyson Fury to determine the first undisputed heavyweight champion since 1999, while Anthony Joshua has been on fire thanks to Riyadh Season-produced fights.
Now, it is Terence Crawford’s turn.
A pound-for-pound great who became undisputed welterweight champion a year ago, Crawford challenges Israil Madrimov for the WBA super welterweight title on August 3. Unlike other events under the Riyadh Season banner, Crawford vs. Madrimov takes place overseas in Los Angeles, marking the format's U.S. debut.
Why is Riyadh Season boxing taking place in Los Angeles?
To enhance its influence, the General Entertainment Authority has expanded Riyadh Season. Crawford’s fight, featuring American rapper Eminem, will look to open the doors for future events in the U.S.
"We are delighted for Riyadh Season to host its first overseas event in Los Angeles, and this fight in the United States is a special one to mark this moment,” Alalshikh said in a release. “We want to give people around the world the opportunity to enjoy their own Riyadh Season experience, and this is exactly what we hope to achieve by staging this and also future events around the world.”
The first U.S. event will feature Crawford vs. Madrimov and fighters like David Morrell, Isaac Cruz, Jared Anderson, Andy Ruiz, and Jarrell Miller.
MORE: What has Israil Madrimov accomplished in his career?
The relationship with Matchroom Boxing adds to Riyadh Season’s partnerships with Golden Boy, Top Rank, and Queensberry Promotions.
"When we started Riyadh Season, we expected it to just be in Riyadh between October and March. But Riyadh Season also wants to market itself worldwide and [is] using these events in L.A. and London [on Sep. 21] to expand the brand, and it's great news for fight fans,” Matchroom’s Eddie Hearn told ESPN.