RIYADH: The first day of Joy Forum 2025 kicked off Thursday at the SEF Arena in Boulevard City, bringing together global leaders, athletes, creators and decisionmakers to explore the future of entertainment and Saudi Arabia’s expanding role in the sector.
UFC President Dana White opened the forum in a session titled “Unconventional Pioneer,” reflecting on his journey in turning combat sports into a global entertainment industry.
White praised Saudi support for boxing and combat sports, saying: “Since Turki Alalshikh entered the world of boxing, the impact has been clear and everyone felt the difference.”
He highlighted the Kingdom’s role in creating new markets, innovative formats and integrated experiences that have become global benchmarks.
The second session, “GOAT Narrative,” featured White alongside NBA legend Shaquille O’Neal and tennis icon Novak Djokovic, discussing how sports legends evolve into platforms that build long-term legacy.
