Eddie Hearn isn’t buying the idea that Zuffa Boxing can simply walk into the sport and take over.
The Matchroom Boxing boss has enjoyed a cordial relationship with UFC CEO Dana White in the past, but that tone has shifted as White and TKO Group prepare to launch their new boxing venture. With both men now operating in the same space, the back-and-forth has spilled into the media, and Hearn isn’t holding back.
Speaking on The Ariel Helwani Show shortly after Anthony Joshua’s knockout win over Jake Paul, Eddie Hearn questioned whether Dana White and TKO truly understand what it takes to succeed in boxing.
“They are very bullish, like me,” Eddie Hearn said. “They’re arrogant and they think they’re going to come in and dominate boxing.”
Hearn made it clear that confidence alone won’t cut it. For him, the launch of Zuffa Boxing has to be loud, ambitious, and impossible to ignore not a quiet rollout that fades into the background.
“But it’s not going to happen,” Hearn continued. “Haven’t they got a show on January 23? That’s their first show, right? It’s a month away. So I’ve got no idea. You’ve got to come out of the blocks with a bang. You can’t come out with something lame.”
Reports suggesting the debut event could take place at the UFC Apex raised even more red flags for the British promoter. The venue has drawn criticism in MMA circles for its lack of atmosphere, and Hearn believes that would be a disastrous way to introduce a new boxing brand.
“What are you going to do, do a show in the Apex to launch TKO Boxing?” Hearn asked. “It’s got to be a monster, and with four weeks to go, how much of a monster can it be?”
Despite his skepticism, Eddie Hearn insists he isn’t rooting for failure. In fact, he welcomes the competition, as long as it raises the standard of the sport.
“So many people in boxing want them to fail, and I don’t think they will fail,” Hearn said. “But if they get it wrong and it stinks the place out in January, the worst thing they could do is come out with something poor.”
The timing makes the stakes even higher. Boxing is in the middle of a major transition, with long-standing broadcast deals ending and promoters shifting toward streaming platforms. Top Rank’s recent split from ESPN has already signaled the close of one era and the uncertainty of the next.
For Eddie Hearn, that context leaves no room for missteps. If Dana White and TKO want to make a real statement in boxing, the first impression has to land hard, because, as Hearn sees it, the entire industry is watching and waiting.
