Turki Alalshikh, the head of Riyadh Season, is putting his money where his mouth is with a radical experiment: a shockingly low pay-per-view (PPV) price for the upcoming Anthony Joshua vs. Daniel Dubois fight on Sept 21.
According to a recent update by Michael Benson, fans in the US can buy the fight for just $19.99, a fraction of the cost of other major combat sports events. For comparison, Canelo Alvarez vs. Edgar Berlanga on Sept. 14 is priced at a staggering $89.99 on PPV.com, and Noche UFC, also on Sept 14, will cost ESPN+ subscribers $69.99.
This move comes amidst Alalshikh's stated goal of lowering PPV costs to combat piracy and increase viewership. The price cut seems to be a direct challenge to the existing business model, championed by UFC CEO Dana White, who believes in pursuing legal action against pirates rather than lowering prices.
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Early fan reactions suggest Alalshikh's strategy may be onto something. Social media is abuzz with excitement about the affordable PPV:
"I will gladly buy that. I would purchase damn near every event if you let me pay $20 for it."
Another fan wrote:
"This is needed, Americans been getting robbed over PPV fights for years."
Check out some of the fan reactions below:

Anthony Joshua vs. Daniel Dubois: Fight card details
Anthony Joshua and Daniel Dubois are set to clash at Wembley Stadium on Sept 21. Dubois, who recently became the world heavyweight champion after Oleksandr Usyk vacated his belt, will be making his first defense against the former two-time heavyweight champion.
The undercard fights are scheduled to begin at 6 p.m. UK time (1 p.m. ET), is expected to be a thrilling spectacle for boxing fans worldwide. The main event ringwalks are yet to be announced.
For viewers in the US, UK, and other regions, the Joshua-Dubois clash will be broadcast live on DAZN.
Other fights on the card include exciting matchups between Liam Smith and Josh Kelly, Tyler Denny and Hamzah Sheeraz, Anthony Cacace and Josh Warrington.