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Nick Khan Calls Saudi Arabia WrestleMania a “Natural Next Step†in WWEâ€s Global Evolution

World Wrestling Entertainment is making history by taking its flagship event, WrestleMania, to Saudi Arabia in 2027, marking the first time WrestleMania 43 will be held outside of the United States or Canada. WWE President Nick Khan discussed the landmark decision at the JOY Forum 2025 in Riyadh, emphasizing the companyâ€s commitment to becoming a truly global brand.

A Natural Evolution for WWE

Speaking at the forum, Khan described the Saudi Arabia partnership as an organic progression for the companyâ€s international strategy. “It was a natural next step for us,†Khan stated. “In WWE, we realized a number of years ago that we canâ€t simply pipe American product out globally and hope to be a global product. You actually have to have boots on the ground.â€

This philosophy has already transformed WWEâ€s event calendar. According to Khan, approximately half of the companyâ€s Premium Live Events now take place outside of the United States, reflecting a deliberate shift toward international engagement rather than simply broadcasting American content worldwide.

The move to Saudi Arabia follows another historic milestone: the Royal Rumble in January 2026 will also be held in Saudi Arabia, marking the first time that event has taken place outside North America.

Building on Strong Relationships

Khan emphasized that WWEâ€s decision-making process is fundamentally relationship-driven, particularly highlighting the companyâ€s long-term partnership with Turki Al-Sheikh, Chairman of Saudi Arabiaâ€s General Entertainment Authority.

“WWE had received a number of different offers from entities outside of the US, and to me, as I try to help lead the company, itâ€s all about relationships,†he explained. Khan praised the partnership with Al-Sheikh as one built on mutual trust and direct collaboration.

The negotiations proved remarkably smooth. “When Turki expressed interest in having it here, we got together for a couple of different meetings, worked out the deal in short order, and had the good fortune of announcing it the day before Canelo-Crawford, our first fight together in Las Vegas,†Khan revealed. He described the process as respectful and productive, with both sides quickly finalizing the agreement.

A Star-Studded Spectacle in the Making

WWE is approaching this historic WrestleMania with significant confidence and ambition. “Weâ€re excited. We think viewership is going to be strong. We think people will come to the Kingdom to see our show and weâ€re going to put on a spectacle,†Khan said, emphasizing the companyâ€s commitment to delivering a spectacle-level show that will attract global fans to Saudi Arabia.

The Saudi partners are reportedly pushing for the “most star-studded show ever,†with speculation about potential appearances or matches from legendary figures. Reports suggest that Dwayne “The Rock†Johnson is being heavily pursued for a main event role, potentially facing either Cody Rhodes or Roman Reigns. Other legendary names like “Stone Cold†Steve Austin have also been discussed for the historic event.

Why 2027?

The timing of WrestleMania 43 holds special significance for Saudi Arabia. According to reports, WWE originally wanted to host the event in 2028, but Saudi Arabia pushed for 2027 to celebrate the 300-year anniversary of the founding of the first Saudi state, making the event part of a broader national celebration.

Nick Khanâ€s Leadership Vision

Under Khanâ€s leadership, WWE has experienced unprecedented global expansion and financial success. Since joining the company in 2020, Khan has been instrumental in negotiating major media deals and expanding WWEâ€s international footprint. His philosophy of prioritizing relationships and maintaining “boots on the ground†in key markets has proven successful, with the company regularly breaking attendance and revenue records.

The companyâ€s optimism appears well-founded, given Saudi Arabiaâ€s demonstrated enthusiasm for major sporting and entertainment events. The Kingdom has been actively pursuing high-profile international events as part of its Vision 2030 initiative to diversify its economy and establish itself as a global entertainment destination.

Looking Ahead

WrestleMania 43â€s expansion to Saudi Arabia represents more than just a business deal—it signals WWEâ€s evolution from an American wrestling promotion to a global entertainment powerhouse. By prioritizing on-the-ground presence over simple content distribution, WWE is betting that authentic international engagement will build lasting connections with fans worldwide.

As the 2027 event approaches, all eyes will be on whether this bold move sets a new standard for how major entertainment properties expand their global footprint. With the Royal Rumble 2026 serving as a precursor to this historic WrestleMania, WWE and Saudi Arabia are poised to reshape the landscape of professional wrestlingâ€s biggest stages.????????????????

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Football

Newcastle announce new global partnership with Guinness

Newcastle United have unveiled a major new global partnership with Guinness, bringing together two instantly recognisable names with passionate followings across the world.

The deal will see the world-famous Irish stout – alongside Guinness 0.0 – poured throughout St. James†Park, from the concourses to hospitality lounges, giving Magpies fans a fresh matchday ritual to enjoy.

Guinness had already shown early support for the Toon Army this summer, backing the clubâ€s exclusive fan event in South Korea during their pre-season tour.

Over 250 supporters joined Newcastle players and legends for an afternoon of entertainment, giveaways, and, naturally, a few pints – a celebration of the black-and-white faithfulâ€s spirit, whether at home or on the other side of the globe.

Guinness is a universally adored drink.

Guinness is a universally adored drink. / NUFC

Newcastle United’s Chief Commercial Officer, Peter Silverstone, said: “Newcastle United and Guinness are two iconic global brands that were destined to unite. They will help us deliver unforgettable experiences for supporters in Newcastle and across the globe.”

Somnath Dasgupta, Marketing Director Global Sports Partnerships at Guinness, added: “Newcastle United is a famous one-city club with a passionate fanbase that transcends geographies to reach into all corners of the world. We are incredibly excited to further scale and deepen our association in football, and kick-off new rituals with the Geordie faithful worldwide.”

From the Gallowgate End to Guinness fans worldwide, the partnership promises to blend football and stout into something special.

How Newcastle Brown Ale will feel about it though… well, thatâ€s a conversation best had over a pint.

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Athletics

Global stars feeling inspired to perform in Florence | NEWS

There was inspiration aplenty to be found in the venue for today’s Wanda Diamond League press conference, the splendidly decorated main salon of the Palazzo Vecchio in Florence, with its soaring painted ceiling and marble statues.

But when it came down to athletics, the assembled world champions and world record-breakers confessed that it was their competitors who gave them the most motivation to create their own masterpieces.

World 10,000m champion Sifan Hassan could have been deflated by the news overnight that her two-day-old world record of 29:06.82 had been vanquished by her Ethiopian rival, the world silver medallist Letesenbet Gidey, who soared to 29:01.03 at the Ethiopian Olympic trial held in Hengelo last night.

But Hassan said she relished the challenge, insisting that the developing rivalry between the two women was good for the event, good for the sport, and good for her.

She revealed that her manager had told her after her triumph in Hengelo on Sunday that Gidey would “go for the world record” at the same venue two days later.

“It makes me happy,” she said of Gidey’s performance.

“I want the 10,000m to be an event that people want to watch. I want it to be an event that’s exciting.

“Letesenbet is a very good athlete, she’s a very nice athlete and I really like her. She’s really sweet. People think I am not happy (about losing the world record) but I am really happy about it because I want distance to be more exciting.”

Hassan said she hoped their respective performances would make the Olympic women’s 10,000m final one of the showpiece events of the Games.

“I am happy she ran faster than me because it will make me work harder for the Olympics and I will enter the event more excited. Congratulations to her.”

For similar reasons, Hassan is stepping down to the 1500m in Florence tomorrow, racing what she describes as her “favourite” event, even though she intends to do the 5000m-10,000m double in Tokyo.

She has not raced the 1500m since her triumph at the World Championships in Doha in 2019, and she is excited by the challenge of taking on the Olympic champion Faith Kipyegon and the European champion Laura Muir over the metric mile.

“I am really in good shape for my endurance but my speed is not yet quite good,” she said.

“I haven’t really raced the 1500 for two years but I am really happy to be here and take the opportunity, no matter what happens.”

World 5000m record-holder Joshua Cheptegei is similarly delighted by the impressive field assembled for his event, with seven sub-13 minute men assembled, alongside the young European champion Jakob Ingebrigtsen and the Gateshead Diamond League winner Mohammed Katir of Spain.

Cheptegei is having his first hit-out over the distance since he set the world record of 12:35.36 at the Monaco Diamond League meeting last September, and said he felt his form had improved since his season debut over 3000m at the Golden Spike meeting in Ostrava last month.

“I come here with new energy and new momentum,” he said.

“I am pretty sure the body is much better than in Ostrava and I can target a time of 12:40, or better.”

World 200m champion Dina Asher-Smith was asked for her reaction to dual Olympic 100m champion Shelly-Ann Fraser-Pryce’s sizzling 10.63 clocking in Jamaica last week, the fastest women’s 100m time in more than 30 years, and said she was inspired by such a performance.

“Shelly-Ann is absolutely amazing and I sent her a message saying it was amazing. The run itself was phenomenal. My coach sent me a video and said, ‘Look at her leg speed. That’ is what I’m talking about. You need to move your legs like that’. Obviously I am a competitive and I am always going to back myself but you can’t ignore the fact that Shelly-Ann is an amazing athlete.”

Asher-Smith said she was “still getting back into the swing of things” after taking a year out of top-flight competition during the pandemic last year but was confident that she would arrive at the Tokyo Olympics ready to race at her peak.

High jumpers Mutaz Essar Barshim and Gianmarco Tamberi already have a well-established mutual admiration club and hope their friendly rivalry will take them to greater heights tomorrow.

Asked what advice they would give each other, Tamberi, the Italian favourite, addressed his friend and said: “I don’t have anything to teach to this guy because he’s the best high jumper ever, but it doesn’t mean you are unbeatable, remember.”

World champion Barshim is still searching for his best form this year, with a best of 2.30m so far this season, but hopes his meeting with Tamberi and this year’s world leader Ilya Ivanyuk (2.37m) will help him find it.

“With a strong field you are going to perform much better,” Barshim said.

“There’s pressure, but I love that pressure – it only makes me better.”

World long jump champion Malaika Mihambo is also determined to step up a level in Florence after a subdued start to the season by her standards.

She takes on a high-quality field including fellow seven-metre jumpers Chantel Malone and Nastassia Mironchyk-Ivanova, two-time world triple jump champion Caterine Ibarguen, world indoor champion Ivana Spanovic and world silver medallist Maryna Bekh-Romanchuk.

“It’s the challenge that gives you the power to give your 100 percent,” she said.

Nicole Jeffery for World Athletics

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