Dana White is set to be the frontman for the Sept. 12 super fight between Canelo Alvarez and Terence Crawford at Allegiant Stadium in Las Vegas.

The event will be produced by the (still to be renamed) TKO Boxing division, which is set to stage 12 events per year over the next five years and up to four megafights per year.

Mark Shapiro, president and COO of TKO Group Holdings, shared new details for the business unit they launched in partnership with Turki Alalshikh and Sela during a 2025 first quarter earnings call Thursday.

"We're expecting with the new boxing organization to put on an average of, call it 12 cards a year for each of the next five years,” said Shapiro. “We're still putting that plan together and obviously working hand in hand with our friends from Saudi. Irrespective of those, we will look to do anywhere from one to four super fights per year. We'll see how that plays out.

"Obviously, we would term the Canelo-Crawford September matchup as one of those. And then on that undercard, we would have a number of those fights that would likely air on the television media partner we would have for our newly formed boxing organization.

“I should mention, it's not going to be called TKO Boxing. We'll be unveiling our name for our business fairly soon here, but it will not be TKO Boxing. Those are two separate businesses. The Saudis are funding what would be these super fight cards. We'll work with them on media rights deals, and it's like a commission. We'll work with them on global partnerships and ticketing. We'll handle the production.

“We'll look to potentially promote all of them with [TKO Boxing executive and the UFC President and CEO] Dana White and [WWE President and TKO Board Member] Nick Khan driving much of that. But then separately, we'll have our boxing organization where we're going out and doing 12 cards a year on average and getting a separate media rights fee, selling global partnerships to those cards, and of course promoting and producing those cards on whatever media platform we ultimately choose to tie with.”

White said he’s looking forward to promoting Canelo-Crawford despite his displeasure with staging stadium shows.

“This is one of the biggest fights ever,” White told ESPN on Thursday. “I'm honored to be promoting it. We're doing the promoting, production, event operations, PR, everything to do with the fight, just like a UFC fight.

“It's an absolute honor. Canelo and Crawford have been great about it too, and I am looking forward to working with these guys from now until September. It's going to be fun.

“I hate [stadium shows]. I hate it. So because I hate it so much, you know that I am going to have to try to figure out how to make it an incredible experience inside Allegiant.”

In an interview with The Ring earlier this month, Alvarez said he’s embracing White’s involvement around the event.

“I have this deal with Turki Alalshikh, and we are going to work with them,” he said. “I am excited to do it. I like Dana White. I like Nick Khan and TKO. For me, it's something new.

“I don't know [how White can improve boxing]. He's very focused on working and being very good at what he does with UFC. I think it's going to be a good time with him.”