Boxxer’s Riyadh Sponsorship – What’s Next?

Boxing promotional company Boxxer has announced a sponsorship deal with Riyadh Season, boosting its new partnership with the BBC.

The financial backing from Riyadh Season is aimed at helping Boxxer “deliver big events to millions.” This move solidifies Boxxer’s strategy to transition its events to a free-to-air platform following the end of their four-year broadcasting deal with Sky Sports and its partnership with NBC Universal/Peacock. Boxxer’s shows will air across the BBC on BBC Two, BBC Three, BBC iPlayer, and the BBC Sport website. The new era begins on October 25th through Frazer Clarke vs. Jeamie TKV. 

“Bringing professional boxing back to primetime BBC television, free-to-air, and to our extensive digital platforms is an exciting moment for us and for boxing fans. Boxing is a sport that we know deeply resonates with younger audiences and this deal with BOXXER enables us to showcase the next generation of British fighters – delivering top-tier national boxing moments to all audiences, wherever and however they want it,” Alex Kay-Jelski (Director of BBC Sport)

“Partnering with the BBC to deliver big-time British boxing on Saturday night TV is a historic moment. We’re proud to bring the most entertaining British fighters to the biggest possible audience. This huge platform will give our fights the exposure they deserve and helps us take the sport to huge new audiences,” Ben Shalom |(Founder and CEO of BOXXER)

Implications

The advantage is the financial muscle provided by the Riyadh Season sponsorship. This major backing injects necessary capital into Boxxer, helping to offset the loss of revenue from the lucrative Sky Sports contract. This funding ensures that Boxxer can maintain high production standards and offer competitive purses, allowing them to keep their best fighters.  

While the BBC platform is excellent for exposure, the transition carries the disadvantage of potentially limiting the quality of elite match-ups. The highest-level, most expensive fights in boxing typically require a pay-per-view (PPV) model to generate the necessary revenue for large fighter purses. While the Riyadh Season sponsorship helps, the free-to-air BBC deal may restrict Boxxer’s ability to consistently secure international, world-championship-level main events.