Despite still being a long way from fully realizing a bold vision to unify men’s pro golf and top-flight tennis, Saudi Arabian officials are already locking in on their next big sports target: boxing.

The country’s Public Investment Fund—the key backer behind LIV Golf and also a potential merger between the ATP and WTA—is now in discussions with multiple entities in boxing on a possible joint venture to similarly bring greater cohesion to that sport, according to Reuters.

The effort to create a new boxing league reportedly involves major promoters such as Matchroom Boxing and Golden Boy Promotions, and it is designed as a means to bring greater prominence, fan appeal, and revenue to boxing—which has encountered numerous struggles over the past decade, including from the rise of mixed martial arts. The new joint venture could carry a valuation of as much as $5 billion, Reuters reported.

“There is big opportunity in boxing,” Turki al-Sheikh, chair of the Saudi General Entertainment Authority, told ESPN earlier this year. “But you must improve the market. You must fix all the problems.”

Even before this latest initiative, Saudi Arabia has hosted several top-tier fights, most recently when Oleksandr Usyk (above) beat Tyson Fury in Riyadh last month to become the first undisputed heavyweight champion in 25 years.

A Larger Strategy

Saudi Arabia’s aggressive moves in sports have taken on multiple dimensions, with some of the activities seen as a means toward establishing greater economic diversity beyond the country’s stronghold in oil, and as a way to help create a new image for the country. But given the widespread criticism Saudi Arabia has received for its record on human rights, these efforts have also been widely viewed as sportswashing.

Key parts of the country’s sports strategy also remain decidedly incomplete. A potential union between LIV Golf and the PGA Tour is still uncertain, more than a year after it was first announced. And the tie-up between the tennis tours, actively discussed for more than six months, is similarly bogged down by a variety of deal points.

In addition to its developing activities in golf and tennis, the Saudi Pro League is also creating seismic waves in men’s pro soccer as a result of top-tier player salaries and transfer fees that only a select few elsewhere in the world can match. 

The U.S. Open is teeing off Thursday at Pinehurst No. 2 in North Carolina as organizers plan on welcoming an estimated 225,000 fans throughout the tournament week. That’s a lower total than the previous two U.S. Opens at the course, in 2014 and ’05, as the focus shifts from packing in as many people as possible to a more comfortable atmosphere for fans—at a higher price point.

In 2014, Pinehurst welcomed roughly 55,000 fans on peak days. This year, no more than 45,000 will be admitted daily, with the cheapest general admission tickets that start at $225 sold out for each round except the final on Sunday. More expensive options include a reserved grandstand (starting at $325) and luxury tickets that range from slightly under $1,000 all the way up to the $2,500 per day at 1895 Club, which is completely sold out.

All Aboard

The village of Pinehurst has a population of less than 20,000, so even the reduced spectator load this year still represents some logistical challenges. For fans coming from Raleigh, which is about 70 miles away, there’s a new transportation option. 

The United States Golf Association partnered with Amtrak to run a special train, dubbed the “Open Express,” daily from Raleigh to Pinehurst. Round-trip tickets start at $25 for the train that leaves in the morning, arrives to one of the U.S. Open spectator gates, and returns in the evening. Parked next to the driving range all day, the train provides some fun views for fans watching golfers practice.

Ownership Perks

While the USGA is using nearly every inch of space and permanent infrastructure around the course to build out corporate hospitality that has resulted in more than $23 million worth of sales, the owners of Pinehurst Resort saved some prime real estate for themselves. 

The Dedman family, which has owned the property since 1984, is keeping The Deuce restaurant right behind the 18th green for special guests. About 50 to 100 lucky attendees will be entertained each day at the coveted spot that is typically a watering hole for tired golfers searching for post-round libations.