Why is Dana White promoting Canelo Alvarez vs Terence Crawford and what is the UFC president’s role?

UFC CEO Dana White is working alongside Saudi promoter Turki Alalshikh to promote this weekend’s superfight.

Canelo Alvarez and Terence Crawford are set to go head-to-head on September 13, in Las Vegas.

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Alvarez will put his undisputed super-middleweight titles on the line in a blockbuster bout that will be broadcast live on Netflix.

Crawford is attempting to do the impossibly by moving up two weight classes from 154lbs to 168lbs, in what is being dubbed ‘the fight of the century’ by Saudi boxing chief Alalshikh.

The event promises to break new boundaries in many ways, but none more so than for UFC president White.

It will be the American’s first venture into squared circle promotion after such a successful venture in MMA, making the UFC a brand now valued at $11.3 billion.

Why is Dana White promoting the fight?

The event comes as TKO Group Holdings signed a multi-year partnership to establish a boxing league, with the financial-backing of Saudi boxing chief Turki Alalshikh.

In June it was announced that the brand would be part of Zuffa, the parent company of the UFC, as the ball began rolling for White’s boxing league.

According to The Ring, Zuffa Boxing are hoping to stage a total of 60 events in the next five years, spread out into 12 each year.

While this isn’t White’s first venture into boxing, as in the past he has staged fights before UFC event cards that have been shown on the service.

This weekend’s fight will mark his first foray in partnership with Alalshikh.

It will be one of many mega events that White is looking to put on, to build up yet another successful commercial empire.

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The promotion will look to disrupt the politics in boxing and look to make the biggest fights, while challenging traditional formats to rankings and coverage.

What roles will Dana White play in Canelo vs Crawford?

The MMA mogul is preparing to execute his new role, after announcing earlier this year: “I want to break this sport down and build it from the ground up like we did with the UFC, so I’m on a different path.”

White will be involved with separating the face-offs, as he did previously when a physical altercation broke out on the promotional press tour.

As well as also hosting the press conferences in the lead up to Saturday night.

What do we know about the undercard for Canelo Alvarez vs Terence Crawford?

The action begins two days before the main event, with the ‘Underdogs’ card.

Jermaine Franklin returns from a period of inactivity for a heavyweight clash with Ivan Dychko on the prelim coverage.

What about the preliminary and fight night undercard?

Fight night:

• MAIN EVENT: Canelo Alvarez vs Terence Crawford – For the WBA, WBC, IBF, WBO and The Ring undisputed super middleweight titles
• Callum Walsh vs Fernando Vargas Jr. – Light middleweight
• Christian Mbilli vs Lester Martinez – For the WBC interim super middleweight title
• Mohammed Alakel vs John Ornelas – Lightweight

Prelim fights:

• Serhii Bohachuk vs Brandon Adams – middleweight
• Ivan Dychko vs Jermaine Franklin – heavyweight
• Reito Tsutsumi vs Javier Martinez – super featherweight
• Sultan Almohamed vs Martin Caraballo – super lightweight
• Steven Nelson vs Raiko Santana – light heavyweight
• Marco Verde vs Marcos Osorio-Betancourt – super middleweight

The American made his mark on the British scene after suffering two losses on points to Britain’s Dillian Whyte and Anthony Joshua in 2022 and 2023.

The main undercard coverage is expected to begin from midnight UK time with the main event ring walks at around 4am UK time, with exact timings to follow.

On the main undercard event fans will see Dana White’s boxer Callum Walsh face Fernando Vargas Jr as the chief-support.

As well as Christian Mbilli meeting Lester Martinez and Mohammed Alakel fighting John Ornelas.

While most fighters are vying for their chance to fight the winner of Canelo and Crawford’s blockbuster clash, Mbilli will certainly be hoping his performance on the night will earn the opportunity.