RIYADH: The first day of Joy Forum 2025 kicked off Thursday at the SEF Arena in Boulevard City, bringing together global leaders, athletes, creators and decisionmakers to explore the future of entertainment and Saudi Arabia’s expanding role in the sector.
UFC President Dana White opened the forum in a session titled “Unconventional Pioneer,” reflecting on his journey in turning combat sports into a global entertainment industry.
White praised Saudi support for boxing and combat sports, saying: “Since Turki Alalshikh entered the world of boxing, the impact has been clear and everyone felt the difference.”
He highlighted the Kingdom’s role in creating new markets, innovative formats and integrated experiences that have become global benchmarks.
The second session, “GOAT Narrative,” featured White alongside NBA legend Shaquille O’Neal and tennis icon Novak Djokovic, discussing how sports legends evolve into platforms that build long-term legacy.
O’Neal described Saudi efforts in sport as “an exceptional achievement that changed the game,” while White said the Kingdom’s backing “revived the world of boxing and combat sports.”
Djokovic expressed his gratitude for being part of the forum, calling it “a remarkable event.”
Entertainment executives also took the stage at the event.
WWE President Nick Khan and General Entertainment Authority CEO Faisal Bafarat discussed the Kingdom’s rapid rise as a hub for global sports entertainment.
Bafarat highlighted the historic agreement to bring WrestleMania to Riyadh Season 2027, noting that a decade ago there was no comprehensive concept of entertainment in the Kingdom.
Khan praised Saudi Arabia as “one of the most powerful and successful” WWE partners.
Sessions on film, television,and digital media showcased the Kingdom’s ambitions as a creative hub.
Korean actors Lee Byung-hun and Lee Jung-jae, and director Yoon Je-kyoon, discussed South Korea’s production model for turning local content into globally exportable intellectual property.
Writers and producers including Derek Kolstad, Terence Winter,and Alik Sakharov explored emerging production ecosystems, the role of data, and partnerships between platforms and creators.
Netflix VP Ben Amadasun highlighted the global reach of Arab content, noting the popularity of Arab productions such as “AlRawabi School for Girls.”
Adnan Kayal, CEO of Entertainment & Content at Sela, said Saudi Arabia was entering new creative fields daily, calling the Kingdom’s position “growing” and welcoming international collaboration.
“The story of Saudi Arabia in cinema is still at the beginning. Today, the time has come to show the world the creativity and competitive power of the Saudi people,” he said.
The day concluded with “Stream to Mainstream,” a session on digital creators featuring MrBeast and Speed, moderated by actor Terry Crews.
MrBeast reflected on his rise to global stardom, saying: “I focused on big ideas — sometimes crazy and unique — and set challenges that entertained people around the world.”
Speed hinted at a new sport, saying: “I might create a new sport … and launch it in Saudi Arabia.”
Joy Forum 2025 continues on Friday with sessions on entrepreneurship, artificial intelligence, theme parks, Bollywood and intellectual property.
