Dana White, the founder of the UFC and the new Zuffa Boxing promotion, recently told Sky Sports that he personally arranged the location for the highly anticipated heavyweight bout between Tyson Fury and Anthony Joshua. According to White, his organization – TKO, which now oversees the UFC, WWE and Zuffa Boxing – negotiated both the venue and the television rights, giving him inside knowledge of where the fight will ultimately be staged.
White emphasized that the decision will be driven by financial considerations, stating plainly, "At the end of the day, you're going to go where the money is." This comment reflects a long‑standing debate within the boxing community about whether the Fury‑Joshua showdown should be held in the United Kingdom, where Joshua’s promoter Eddie Hearn has been vocal about keeping the fight on home soil, or in the United States, where a larger purse and broader broadcast exposure could be on offer. Hearn has repeatedly argued that the match belongs in the UK and that his team will do everything possible to make that happen.
The two heavyweight champions have been circling each other for nearly ten years, yet a contract has remained elusive. Both fighters have built sizable fan bases: Fury, the charismatic British "Gypsy King," and Joshua, the polished, marketable champion who captured the public’s imagination after his 2017 victory over Wladimir Klitschko. Their differing personalities and the fragmented nature of modern boxing promotion have turned the potential matchup into a complex puzzle of egos, networks, and money.
White did not shy away from criticizing the current state of the sport. He described the negotiations as a "mess" and lamented that promoter egos often outweigh the interests of fans. "It goes to show why boxing has been so messed up for so long," he said.
"Look at this – it’s definitely not about the money. The Saudis are paying for this fight, so they’re making a lot of money. And what I’ve noticed in the boxing business, even though I’ve only been involved for six months, is that the promoters' egos are more important than the fights themselves and giving the fight fans the fights they want to see." White’s remarks also touched on the broader financial landscape. He noted that Saudi investment is flowing into the sport, promising large payouts but also raising questions about the long‑term sustainability of such funding.
The influx of deep‑pocketed backers has the potential to reshape where major fights are staged, as promoters chase the most lucrative contracts regardless of traditional geographic loyalties. In addition to the venue discussion, White reflected on his personal history with both fighters.
He recalled first meeting Anthony Joshua after the latter’s knockout of Klitschko, describing Joshua as the type of heavyweight champion the sport needed: good‑looking, charismatic, and articulate. "I’ve always really liked Anthony Joshua," White said. White also recounted his early interactions with Tyson Fury, noting that Fury’s career hit a low point after his loss to Deontay Wilder.
"He was stagnant, trying to get fights, even trash‑talking UFC fighters to get a payday," White explained. "When I met him, I saw his toughness – he got knocked down and got back up like a zombie, finishing the fight. He’s a fun guy to watch and one of the best ever." The conversation hinted at the possibility that White’s own promotion, Zuffa Boxing, could eventually play a role in bringing the two men together. While TKO has already secured television deals, the final decision on the venue will likely involve negotiations with the fighters’ existing promoters – Eddie Hearn’s Matchroom for Joshua and Frank Warren’s Queensberry for Fury – as well as the Saudi-backed investors who are eager to see a blockbuster event.
Sky Sports has reached out to both Matchroom and Queensberry for comment, but no official statements have been released yet. Meanwhile, fans continue to speculate about the exact location, with suggestions ranging from iconic UK venues like Wembley Arena to American arenas in Las Vegas or New York, where the financial upside could be substantial. Beyond the Fury‑Joshua saga, White used the interview to promote other boxing content.
He highlighted the 2026 boxing schedule, encouraged viewers to stream fights contract‑free with NOW, and reminded audiences to tune into the weekly Toe2Toe podcast for insider analysis. He also pointed out that Sky Sports offers a range of boxing highlights and live events, such as the upcoming IBF world middleweight title fight between Aaron McKenna and Etinosa Oliha in Dublin. In summary, Dana White’s comments underscore the commercial realities that dominate modern combat sports. While fan enthusiasm for a Fury‑Joshua showdown remains high, the ultimate venue will likely be chosen based on where the biggest financial package can be secured.
Whether that ends up in a historic British arena or a glittering American venue, the fight promises to be a defining moment for the heavyweight division and a test of how promoter politics, investor money, and star power intersect in today’s boxing landscape.