WHEN DAZN entered the US boxing market back in 2018, the message was clear: Pay-per-view is dead.
And, with that, the sport would experience a seismic shift, not least because of a $1 billion rights deal – as proudly announced by Matchroom Boxing promoter Eddie Hearn at the time – but also due to the ever-changing boxing landscape, which, time and again, has proven to be about as predictable as a Kinder Egg toy.
Sure enough, DAZN succeeded at generating a meteoric splash, becoming the troublesome ‘disrupter’ for which its bold introduction had laid the groundwork.
And yet, on the flip side, it must also be said that the streaming platform, as evidenced by a rather abrupt U-turn on its ‘pay-per-view is dead’ claims, has encountered no small amount of hurdles.
But this is where the boxing industry’s unpredictability lends itself to both success and frustration, as while a mass exodus of traditional broadcasters, particularly in the US, created more opportunities for DAZN, the new kid on the block equally discovered that, without a PPV model, its chances of becoming the ‘global home of boxing’ would be greatly reduced.
And so, like any business, DAZN has been forced to adapt to its turbulent surroundings and, more importantly, bring a series of new ideas to the table.
One of which happens to be in collaboration with Turki Alalshikh, the sport’s most influential paymaster, where, in a bid to eventually phase out the PPV structure – or at least remove many of its more traditional elements – the creative minds at DAZN have promised to deliver a subscription package called ‘The Ring Pass’.
This follows an earlier announcement from Alalshikh stating that, from November 22, none of his events, whether ‘Ring Magazine’ or ‘Riyadh Season’, will be placed behind a further paywall on DAZN.
Of course, ‘The Ring Pass’ is unlikely to arrive at a bargain price, but still, it is seemingly designed to eliminate at least some of the financial gripes that have long been expressed by fans.
“I don’t want to say too much for now, but we hope to launch the pass soon,” DAZN CEO Shay Segev tells Boxing News.
“When DAZN first entered boxing, we challenged the status quo – declaring that pay-per-view was dead.
“At the time, our goal was to make premium boxing content more accessible and affordable for fans. But, over time, we explored the pay-per-view model to meet market demands and support major events.
“It has become clear that the traditional pay-per-view structure is limiting the sport’s reach and is no longer desirable for fans. That’s why, in close alignment with [Alalshikh], we’ve made the decision to introduce The Ring Pass.
“The Ring Pass will reflect our long-term vision, building a sustainable, fan-centric ecosystem for boxing that rewards loyalty and delivers unforgettable experiences.”
As previously mentioned, DAZN’s introduction to boxing came at a time when, almost as if by magic, several of the sport’s traditional broadcasters were beginning to bow out.
HBO had already made its exit, while Showtime, after extending its involvement for a number of years, eventually followed suit in 2023.
More recently, too, it arrived as a mini surprise when Top Rank’s long-term partnership with ESPN came to a close, while in the UK, it remains to be seen whether Sky Sports or TNT Sports will look to continue their involvement in boxing.
All of this disruption, however, has only benefited DAZN over the past few years, as with less competition and more promoters working together – particularly former rivals Hearn and Queensberry Promotions boss Frank Warren – the streaming platform has undoubtedly reached its most successful spell yet.
On top of that, there appears to be a broader acceptance that, in time, streaming platforms such as Netflix, Amazon Prime and perhaps even DAZN will emerge as the more familiar, and readily available, sources of entertainment.
“While traditional broadcasters have played a historic role in boxing’s growth, the move away from fragmented, region-specific deals opens the door for a more unified, global approach – and that’s exactly what DAZN offers,” Segev says.
“We’ve seen how this shift has allowed us to bring together rival promoters like Frank Warren and Eddie Hearn on the same platform, something that would’ve been unimaginable just a few years ago.
“It’s helping to consolidate the sport, reduce barriers for fans, and create a more consistent and accessible experience.
“Of course, there are challenges. Legacy broadcasters had reach and familiarity, but streaming offers flexibility, innovation and global scale. We’re redefining what boxing coverage can be and not just filling the gap.
“With initiatives like The Ring Pass and partnerships with leading global promoters, DAZN is making boxing more accessible, more engaging, and more sustainable for the long term.”
While maintaining his belief that DAZN represents the gold standard when it comes to delivering boxing events, Segev remains acutely aware that another major player, this one also flexing its financial muscles, has recently burst onto the scene.
The introduction of Netflix was perhaps bitterly received by the majority of die-hard fans, not least because it saw a 58-year-old Mike Tyson trudge through eight uninspiring two-minute rounds against YouTuber-turned-boxer Jake Paul.
In addition to the farce that took place inside the squared circle, many viewers expressed their frustration with the buffering issues they experienced throughout the live broadcast.
Since then, though, Netflix has largely redeemed itself, not only by addressing several of its initial teething problems, but also through extending its involvement into the world of ‘proper’ boxing.
First, we were treated to a stacked all-women’s card at Madison Square Garden, New York, headlined by the eagerly anticipated trilogy showdown between Katie Taylor and Amanda Serrano.
Then, it was only last month that Canelo Alvarez and Terence Crawford squared off in, quite possibly, the biggest boxing event of this year, as proven by the substantial viewing figures that their undisputed super-middleweight title clash generated.
An estimated 41.4 million people tuned in to watch Crawford put on a truly masterful display against his pound-for-pound rival.
In turn, their fight is now regarded as the most-viewed men’s championship boxing match of this century, even if those viewing figures pale in comparison to the audience that was garnered by Tyson and Paul.
Regardless, the gargantuan global reach of Netflix has, quite certainly, turned the heads of its competitors in the boxing market.
“Competition is healthy, especially when it pushes the industry forward,” insists Segev.
“Netflix entering the boxing space is a sign of the sport’s growing global appeal and commercial potential.
“We welcome it. At DAZN, we’ve always believed in innovation and accessibility, and having another major player in the mix only reinforces the value of what we’re building.
“That said, our focus remains on delivering the most comprehensive and fan-centric boxing experience.”
With Alalshikh and his partner in crime, UFC promoter Dana White, striking a deal for Netflix to stream Canelo-Crawford, it should be interesting to see exactly how that relationship develops over the next few months.
While Alalshikh’s influence remains increasingly pivotal to the business strategy of DAZN, too, only time will tell as to whether we can expect to see a series of Ring Magazine and Riyadh Season events, perhaps under the banner of ‘TKO Boxing’, move over to play exclusively with the even newer kid on the block.
