Lauren Price’s Championship Victory
In March, Lauren Price secured her place as a champion by defeating Natasha Jonas at the Royal Albert Hall, claiming the WBC and IBF welterweight titles. This match was a highlight of an all-female boxing event at the famous London venue, which showcased promoter Ben Shalom‘s growing success with Boxxer. Alongside notable figures like Chris Eubank Jr. and Caroline Dubois, Shalom’s stable seemed poised for an exciting year ahead.
Challenges in 2025
However, the year 2025 has not unfolded smoothly for Boxxer and its athletes, particularly for Price, who has not stepped into the ring since her victory. Boxxer’s latest venture is a partnership with the BBC, marking a significant shift in their broadcasting strategy. Their inaugural event will take place this Saturday, featuring a heavyweight title fight between Frazer Clarke and Jeamie “TKV” Tshikeva.
The implications of this broadcasting deal are considerable, especially in the wake of Sky Sports’ decision earlier this year to terminate their agreement with Boxxer, a move perceived as detrimental to the promotion. This change left many fighters uncertain about their next bouts. Competing promoters quickly capitalized on this moment of instability. Some of Boxxer’s prominent figures, including Ben Whittaker, opted to seek opportunities elsewhere, amplifying the challenges faced by the organization during this transitional period. Shalom reflected on the struggles, acknowledging his detachment from rival promotions and focusing solely on the competitive landscape of the boxing industry.
The Role of Free-to-Air Television
Historically, free-to-air television has played a significant role in UK boxing, with events on channels like ITV and the BBC showcasing legendary matches, such as the 1971 encounter between Joe Frazier and Muhammad Ali that drew an astonishing audience of 27.5 million viewers. Nonetheless, recent years have seen a decline in such broadcasts, creating a vacuum that Boxxer aims to fill with its new monthly show initiative beginning this weekend. Adam Azim is slated to feature prominently on future BBC programming starting early next year.
Future Prospects for Boxxer
As for Lauren Price, she is eyeing a fight in Cardiff this February, hoping to set the stage for a bout against Mikaela Mayer for undisputed status. Shalom has emphasized that the BBC agreement represents a multi-year, multi-fight commitment and hints at a potential pay-TV deal on the horizon. This flexibility might allow Boxxer fighters to participate in various events outside BBC broadcasting, reminiscent of Azim’s recent appearance on the DAZN-under card of Chris Eubank Jr. vs. Conor Benn II.
The Importance of Boxing’s Return to Free-to-Air
The return of boxing to free-to-air television is vital, as it can attract casual fans and broaden the sport’s visibility. This new competition landscape may alter the dynamics within the industry, particularly as Boxxer seeks to carve out a unique identity amid other promotions like Matchroom and Queensberry, which have established ties to DAZN.
In Shalom’s words, “We prefer to stand out rather than blend in. Our focus has been on expanding our business and introducing the sport to larger audiences, making our partnership with the BBC a timely and strategic opportunity.”
