Turki Alalshikh Welcomes Guests of “Joy Forum 2025” in the “Entertainment Capital of the World” & Announces Agreements Exceeding 4 Billion SAR

“Joy Forum 2025,” one of the largest global forums specializing in the entertainment sector, kicked off today (Thursday) in Boulevard City, Riyadh, and will run for two days. The event was attended by His Excellency Turki Alalshikh, Chairman of the General Entertainment Authority (GEA), who welcomed the guests to the “Entertainment Capital of the World.”

In his opening speech, Alalshikh announced the signing of several agreements on the sidelines of the forum worth 4 billion SAR for next year, including many events and surprises. He pointed out that the journey that began with the blessed Saudi Vision 2030 in 2016 was short in time but full of qualitative achievements, turning the Kingdom into a prime destination for major global events and one of the world’s leading tourism hubs.

He explained that the Kingdom’s consecutive achievements came thanks to the great support of the wise leadership, confirming that this year will witness the opening of the first phase of the grand “Qiddiya” project, which includes Six Flags — one of the projects of His Royal Highness Crown Prince and Prime Minister Mohammed bin Salman, who is leading this major transformation.

Alalshikh praised the strong cooperation with the Ministry of Tourism led by His Excellency Ahmed Al Khateeb, and H.H. Princess Haifa bint Mohammed Al Saud, Deputy Minister of Tourism, as well as Mr. Fahd Hamidaddin, CEO of the Saudi Tourism Authority, stating that joint efforts helped increase visitor numbers and tourism revenues, making the Kingdom second in the region in tourism revenue last year. He also praised the collaboration with the Ministry of Culture, led by H.H. Prince Badr bin Abdullah bin Farhan, and his deputy Mr. Hamed Fayez.

He addressed the global rise of the Saudi Pro League, which is now followed worldwide and features elite international football stars who have become part of Saudi Arabia’s sports landscape.

Alalshikh revealed a major collaboration with TKO and its President Nick Khan to host the Royal Rumble in the Kingdom next year, as well as the historic WrestleMania 2027 – to be held for the first time outside the United States.

He also announced a new partnership with UFC CEO and President Dana White to establish the first global boxing league, launching in 2026 with a major long-term contract. Several of its major rounds will be held in the Kingdom, in addition to the launch of Power Slap next week after last year’s success.

He noted that next March will feature a massive NFL event in collaboration with legend Tom Brady, serving as a gateway to hosting official league games in the Kingdom in the future. He confirmed that Saudi Arabia recently won the rights to host “WrestleMania” after strong competition with London, and added: “We also aim to win the NFL soon.”

He spoke about signing strategic partnerships with Warner Music and Atlantic Records to establish Merwas Studios in Boulevard City, led by Mr. Hussein Al-Yami, as the Middle East’s regional music hub. He also announced an agreement with six leading Arab maestros and a permanent orchestra in partnership with strategic partners “Rotana” and “Benchmark.”

In cinema, he explained that the first phase of the “Big Time” Fund to support more than 27 Saudi and international films has launched, including “Saif Allah Al-Maslul – Khalid ibn Al-Walid” and the Battle of Yarmouk, scheduled for release in 2027. He also announced a national film in partnership with the Ministry of Defense, supported by H.R.H. Prince Khalid bin Salman bin Abdulaziz, depicting the heroism of the Saudi army in combating terrorism, to be released late next year or early the following year. Another film, supported by the Ministry of Interior and H.R.H. the Minister of Interior, will highlight the Kingdom’s fight against drugs, directed by an international filmmaker and based on a true story.

He further revealed upcoming drama productions, including the series “Abu Al-Muluk Abdulmalik bin Marwan,” in partnership with MBC Studios, Sela Studio, and Shahid platform.

Alalshikh announced the return of the iconic TV show “Takeshi’s Castle” this year with an exceptional version in collaboration with “Big Time Studio,” featuring surprises such as the participation of MrBeast and IShowSpeed, and expected to stream on global platforms soon.

He also announced a larger edition of the Riyadh Comedy Festival next year, following the great success of its recent edition.

He added: “We will also announce an important agreement with basketball legend Shaquille O’Neal, a beloved friend of the Kingdom and the region, as part of a strategic partnership in sports — he will personally reveal the details soon.”

Alalshikh also revealed a project with Korean company CG to organize three major events next year, in response to the huge demand for Korean content in the Kingdom and the region.

He continued: “I am proud to have the great director Marwan Hamed with whom we are working on ‘The Blue Elephant – Part Three,’ in addition to supporting the film ‘Al-Sitt’ about the legendary singer Umm Kulthum.”

He said: “We value our partnership with the Ministry of Tourism, which is a strategic partner in promoting our ideas and events. This year, we are hosting them in Boulevard World with a major event expected to break records.”

He added: “Last year, Saudi Arabia saw significant growth in tourist numbers and tourism revenue, becoming second in the region in tourism revenue. We seek even more, God willing, in positive competition for the benefit of the entire region.”

He continued: “We are proud of our close partnership with the Ministry of Culture in films and events. They always support us, and I thank them for the great coordination.”

In his speech, His Excellency stressed that entertainment is no longer a luxury, but an essential pillar for enhancing quality of life and a strategic field in the national development journey. He noted that the Kingdom is not just placing its name on the map; it is now leading the global entertainment industry thanks to its ambitious vision and unprecedented projects. He called on companies participating in the forum to take advantage of their presence to conclude deals with their counterparts.

At the end of his speech, he greeted Syrian star Taim Hassan, praising the return of Syrian art to its Arab sphere, and announcing upcoming artistic collaborations with Syria within and beyond Riyadh Season.