IT has been widely reported that Ben Shalom’s Boxxer promotion will not be renewing its four-year deal with Sky Sports. The partnership began in 2021 and helped solidify Boxxer’s presence in the British boxing market.
Sky Sports is expected to move away from exclusive promoter agreements, instead opting for a more flexible model where rights to individual events are acquired on a case-by-case basis. While this shift might serve Sky’s broader programming strategy, it leaves Boxxer without a dedicated broadcast home and facing a highly competitive media environment.
Boxxer’s lack of a new broadcast partner places it at a potential disadvantage. Its primary competitors, Matchroom Boxing and Queensberry Promotions, have long-term exclusive deals with DAZN, the global sports streaming service that has rapidly expanded its footprint in boxing.
Without an established platform or exclusive streaming agreement, Boxxer now faces the challenge of keeping pace with rivals who already enjoy significant viewer loyalty and international visibility.
With no official announcement yet, industry observers are speculating where Boxxer might go next. Several platforms present realistic options:
One of the most compelling possibilities is a deal with Amazon Prime Video, which already holds broadcasting rights for Premier Boxing Champions (PBC). The platform’s growing interest in live sport, global subscriber base, and existing infrastructure could make it an ideal destination for Boxxer.
Such a move would provide Boxxer with significant international exposure and access to a broader, more casual sports audience. However, Amazon would likely demand consistent, high-quality events with strong marketable fighters.
Warner Bros. Discovery, which owns Eurosport and TNT Sports (formerly known as BT Sport), has expressed interest in expanding its live sports coverage. A potential collaboration could see Boxxer align with a broadcaster already involved in combat sports, particularly one with reach across the UK and Europe.
This could offer Boxxer a more traditional broadcast arrangement, while still tapping into digital streaming audiences.
Boxxer may also consider a more flexible approach, utilising platforms like YouTube, Facebook, or free-to-air broadcasters such as Channel 5 or ITV. While such a strategy may not bring the immediate financial rewards of an exclusive deal, it could help maintain visibility and attract younger, digital-first viewers.
This hybrid model would prioritise audience growth and engagement over short-term revenue, potentially laying the groundwork for future exclusivity.
Though their exclusive agreement has ended, Sky may still air Boxxer events under a non-exclusive, per-event contract. This would align with Sky’s new rights strategy while allowing Boxxer to remain visible on a major UK platform, albeit with less promotional backing.
The end of Boxxer’s partnership with Sky Sports marks a defining moment for the promotion. While it undoubtedly presents challenges, it also opens the door to fresh opportunities in a rapidly evolving media landscape. The main problem that Boxxer will face is their lack of drawing power for negotiations for new deals.
Boxxer lack a superstar talent that broadcasters are looking for, such as Matchroom’s Anthony Joshua or Queensberry and their stacked heavyweight roster, including Daniel Dubois, Moses Itauma, Tyson Fury and more. Boxxer have been on the cusp of a superstar in Ben Whittaker, though his hype train was brought to a halt following the first Liam Cameron fight, where controversy in the bout’s result reduced Whittaker’s popularity.
Whether Ben Shalom steers Boxxer towards a partnership with a tech giant like Amazon, a traditional sports broadcaster, or a grassroots digital strategy, the next step could shape the company’s future for years to come or be the final straw on the camel’s back for the promotion.
