Dana White, the founder of the UFC and the driving force behind Zuffa Boxing, recently told Sky Sports that he personally arranged the location for the long‑awaited heavyweight bout between Tyson Fury and Anthony Joshua. According to White, his company TKO – which now encompasses the UFC, WWE and Zuffa Boxing – negotiated both the venue and the television rights, giving him insider knowledge of where the fight will ultimately be staged. White emphasized that the decision about the venue is ultimately a financial one. "At the end of the day, you go where the money is," he said, underscoring the commercial realities that dominate modern combat sports.
This comment comes amid ongoing speculation about whether the fight will be held in the United Kingdom, where Joshua is based, or in the United States, a market that could generate a larger purse. Eddie Hearn, the promoter behind Joshua’s Matchroom Boxing, has been vocal in his desire to keep the showdown on British soil. "I really feel strongly that this is something that should happen in the UK and we’ll do everything we can to make that a reality," Hearn told reporters. Yet White’s remarks suggest that the final answer will hinge on which side can offer the most lucrative package to the fighters, the broadcasters and the sponsors.
The Fury‑Joshua rivalry has simmered for nearly a decade. Both men have dominated the heavyweight division at different times, but a direct clash has remained elusive due to a tangled web of promotional politics, broadcast deals and ego‑driven negotiations. White described the entire process as a "mess," lamenting the way personal pride often overshadows the interests of the fans. "It’s unbelievable how chaotic this has become," he said, adding that the sport’s history of mismanagement is evident in the current stalemate.
White also took the opportunity to criticize the broader boxing ecosystem. He argued that promoters’ egos frequently trump the actual sport, noting that many decision‑makers appear more interested in protecting their own status than in delivering the fights that audiences crave. "The promoters’ egos are more important than the fights themselves," he claimed, suggesting that the industry’s dysfunction is rooted in personal ambition rather than financial necessity. Despite his criticism, White highlighted the financial power of external investors, particularly the Saudi-backed entities that have been pouring money into high‑profile bouts.
"The Saudis are paying for this fight and they’re making a lot of money," he observed, indicating that large‑scale funding can shift the balance of power in negotiations. However, he warned that even with deep pockets, the underlying issues of ego and misaligned interests remain. White’s relationship with both fighters predates his foray into boxing promotion.
He first met Anthony Joshua after the British heavyweight’s knockout victory over Wladimir Klitschko, a fight White described as a turning point for the sport. "Joshua is charismatic, good‑looking, and a great speaker – exactly what boxing needs," White said, recalling his admiration for the champion’s marketability. His connection with Tyson Fury is equally personal. White recounted meeting Fury during a period when the latter was struggling to secure fights after his loss to Deontay Wilder.
Fury, according to White, resorted to trash‑talking UFC fighters in an attempt to stay relevant and earn a payday. "He’s tough as hell, and when he got knocked down by Wilder he got back up like a zombie and finished the fight," White remarked, praising Fury’s resilience and entertainment value. The conversation also touched on the logistical side of the event. White confirmed that TKO has already locked in a television contract, ensuring that the fight will be broadcast to a global audience.
He hinted that the chosen venue will likely be a large arena capable of accommodating the massive demand expected from both UK and US fans. While he did not disclose the exact location, his confidence suggests that the deal is near finalization. In addition to the Fury‑Joshua narrative, White promoted other upcoming boxing content on Sky Sports, including the IBF middleweight title fight between Aaron McKenna and Etinosa Oliha in Dublin. He encouraged viewers to use Chrome for the best streaming experience and highlighted the platform’s contract‑free options for watching live bouts.
Overall, White’s comments paint a picture of a sport at a crossroads: on one hand, massive financial inflows from wealthy backers promise bigger, more lucrative events; on the other, entrenched promoter egos and fragmented negotiations threaten to stall marquee match‑ups. As the Fury‑Joshua fight inches closer to reality, the ultimate venue will likely reflect a compromise between fan expectations, promoter ambitions and the undeniable pull of where the money can be maximized. The boxing world, and its millions of followers, will be watching closely to see if this long‑awaited showdown finally materializes and where it will be staged.