Sky Sports Ends Exclusive Partnership with BOXXER
In a significant shift for British boxing, Sky Sports has opted not to continue its exclusive partnership with BOXXER, effectively ending a four-year collaboration that ultimately did not live up to expectations. This decision, however, brings a sense of relief for boxing enthusiasts in the UK, not because BOXXER is exiting the arena, but rather because Sky remains engaged with the sport.
The Importance of Sky’s Involvement
As boxing grapples with dwindling interest from major networks, the continued involvement of Sky Sports is crucial for the sport’s survival in the UK. The landscape in the U.S. tells a cautionary tale; prominent networks such as HBO, FOX, Showtime, and ESPN have distanced themselves from boxing, leading to a significant decrease in the sport’s visibility. Amid this turmoil, Amazon Prime Video‘s sporadic deals with Premier Boxing Champions have not provided the consistent broadcasting presence needed, leaving boxing in the shadows.
This lack of mainstream support has resulted in a decline in boxing’s popularity, losing not only dedicated fans but also diminishing its presence in broader sports discussions. Once a dominant force in sports culture, boxing now struggles to remain within the top ten most popular sports in America, a reality that serves as a warning for British boxing fans. Should networks like Sky withdraw, the sport could find itself relegated to niche audiences, stifling the development of future stars who rely on national exposure to build their careers.
Sky’s Historical Context
The roots of Sky’s current situation trace back to 2021 when Eddie Hearn‘s Matchroom Boxing chose to partner with DAZN after a successful 25-year relationship with Sky. Following this split, Sky entertained the idea of pulling out of boxing altogether but ultimately decided to forge a deal with Ben Shalom‘s BOXXER, a relatively new player in the promotional game. Unfortunately, Shalom’s term with Sky has largely been viewed as an unsuccessful venture, failing to replicate the high standards set by Matchroom.
Despite a few notable events, such as the bouts between Amir Khan and Kell Brook in 2022 and Chris Eubank Jr.‘s matches with Liam Smith in 2023, BOXXER has not consistently delivered the level of excitement or star power that Sky’s audience had come to expect. The challenges for BOXXER, which had primarily focused on small-scale events prior to their work with Sky, were steep from the start.
Looking Forward: Sky’s Strategy
Even with the lackluster performance of BOXXER, Sky Sports has shown resilience and commitment to boxing, which bodes well for the sport’s future. The importance of Sky’s presence cannot be underestimated; without it, many boxing events would only attract limited audiences, often falling below 100,000 viewers in the UK. The sport needs prominent broadcasting platforms to maintain the momentum it has gained recently in the UK.
Looking ahead, Sky’s strategy will likely involve becoming more discerning about the fights it chooses to air. There are expectations for greater input into the shows and the talent showcased, as Sky also aims to highlight fighters it has helped establish. The network intends to create an open environment for promoters to propose their events, even though the current promotional landscape is primarily dominated by Matchroom and Frank Warren’s Queensberry Promotions, both exclusive to DAZN.
Potential New Partnerships
Promotional outfits like Wasserman Boxing, which has a roster including Josh Kelly and Michael Conlan, could benefit from Sky’s renewed approach. Although they have faced challenges with their existing budget, a partnership with Sky could elevate their status in British boxing. Similarly, GBM Sports, which has promoted rising talents like Hughie Fury and Terri Harper, might find new opportunities with Sky’s expanded platform.
While neither of these newcomers holds the same sway as Matchroom, they can fill existing voids and add variety to Sky’s programming. Without a dedicated exclusive partner, it would be wise for Sky to foster a diverse pool of promoters, encouraging competition that enriches its boxing offerings. This strategy is vital not just for Sky itself but equally for British boxing as it navigates the future.
