Sky Sports staying in the fight gives British boxing a chance to keep swinging
Sky Sports' decision not to renew its exclusive deal with BOXXER marks the end of a four-year chapter that promised so much but delivered very little. Yet, British boxing fans should breathe a sigh of relief — not because BOXXER is gone, but because Sky isn't.
At a time when boxing is struggling to entice mainstream networks to broadcast the sport, Sky's presence becomes even more vital to the survival of boxing across the pond.
In the U.S., HBO, FOX, Showtime, and now ESPN have all decided to bow out of the boxing business in recent years, leaving the sport without the consistent backing of a mainstream television outlet. While Amazon Prime Video has an existing deal with Premier Boxing Champions, the events have been infrequent and mostly behind an additional paywall.
Boxing has faced a steady decline in mainstream visibility in the U.S. and has thus struggled to stay in the public eye, losing casual fans and slipping from the broader sports conversation. A sport that was once among the biggest in the country is now battling to stay in the top 10. This should serve as a warning sign for British boxing — if broadcasters like Sky pull away completely, the sport risks fading into niche obscurity, losing crucial exposure that builds household names.
When Eddie Hearn's Matchroom Boxing decided to end a 25-year partnership with Sky in the U.K. to join forces with streaming service DAZN in 2021, Sky contemplated exiting boxing altogether, but ultimately chose not to. Instead, they handed a four-year exclusive broadcasting deal to the unheralded newbie promoter, Ben Shalom of BOXXER.
Shalom's tenure on Sky has been a failed experiment of sorts. The broadcast giant was hoping to replicate the success it had with Matchroom over recent years with another promoter and perhaps demonstrate that they were responsible for the triumphs more so than Hearn. But the run of boxing on Sky in the post-Matchroom era has been disappointing.
There's been some success with BOXXER-led events on Sky, notably Amir Khan vs. Kell Brook in 2022 and Chris Eubank Jr.'s two high-profile bouts with Liam Smith in 2023, but overall the product has been underwhelming. Matchroom set the bar very high, creating stars and delivering pay-per-view events on a consistent basis with the backing of the powerful British broadcaster. BOXXER has managed neither.
But then again, it was always a tall order to expect a promoter who had only done small-hall events until it arrived at Sky to suddenly fill Matchroom's shoes.
After Matchroom's departure and BOXXER's uninspiring run on the platform, Sky wouldn't be blamed for giving up on the sport — yet it hasn't.
That the pugilistic art still appeals to boardroom executives is, in and of itself, a quiet victory for the sport.
The importance of Sky's presence in boxing shouldn't be understated. Without Sky, the vast majority of boxing shows would reach a live audience of far less than 100,000 people in the U.K. — although some of the shows on Sky hover around that number anyway. Boxing needs to remain visible on big platforms to continue the success it has enjoyed in recent years in the U.K.
Sky's boxing strategy moving forward is expected to see them become more selective about the fights they showcase. The broadcaster is understood to want a greater input into the shows and talent on offer, with a desire to continue to broadcast some of the fighters that it has helped build up.
The network will essentially become an open shop for promoters to pitch cards to. However, with the U.K.'s two biggest promoters, Matchroom and Frank Warren's Queensberry Promotions, locked into exclusive promotional agreements with DAZN, the options will be limited for the time being.
The Sauerlands' Wasserman Boxing houses a stable of fighters that includes Josh Kelly, Michael Conlan, Harlem Eubank and Lyndon Arthur, among others. They have struggled to put on well-rounded shows with the limited budget of Channel 5, but with the backing of Sky Sports, Wasserman could become a significant force in British boxing.
Izzy Asif's GBM Sports has managed to promote the likes of Hughie Fury, Terri Harper, Maxi Hughes and rising Sheffield middleweight Shakiel Thompson since signing a short-term deal with DAZN in 2024. They are a promoter on the rise who have delivered enjoyable events on a shoestring budget and would also be a beneficiary of Sky opening its doors.
Although neither has the firepower of Matchroom or Queensberry, both could fill gaps in Sky's schedule and offer some variety in the talent they showcase. In the absence of an exclusive partner, Sky would be wise to incentivize a range of promoters to build strong shows and earn the opportunity to benefit from Sky's marketing power and substantial budget. That kind of competition within their boxing output is precisely what Sky — and the sport of British boxing — needs moving forward.
Boxing on Yahoo! Sports – News, Scores, Standings, Rumors, Fantasy Games
