The boxing landscape shifted dramatically this week with a pair of significant media rights deals. Top Rank, the storied promotion led by Bob Arum, has secured a multi-year global streaming partnership with DAZN, while the upstart Zuffa Boxing – backed by the UFC, WWE and Saudi investment – has landed a deal with Sky Sports for exclusive coverage in the UK and Ireland. These moves signal a broader realignment in how boxing reaches fans, with streaming platforms and regional broadcast giants vying for prominence.
The agreement between Top Rank and DAZN marks a new chapter for the promotion, which had been without a broadcast partner since its long-standing relationship with ESPN ended last summer. Financial details of the deal remain undisclosed, but Front Office Sports reports DAZN will broadcast between eight and ten Top Rank events annually. The partnership brings Top Rank’s entire fight library, alongside its future events, to DAZN’s growing boxing portfolio, which already includes promotions like Queensberry Promotions, Golden Boy Promotions, Misfits Boxing, and Matchroom Boxing.
“DAZN’s position as the global home of boxing makes this a natural partnership, and I’m confident it will be tremendously beneficial for fighters, fans and the future of the sport,” said Bob Arum, Top Rank chairman. Shay Segev, DAZN Group chief executive, echoed that sentiment, stating the partnership is about “scale and setting a new standard for how world-class boxing is experienced.” DAZN is also attempting to disrupt the traditional pay-per-view model with the launch of ‘DAZN Ultimate’ last November, offering subscribers access to over 185 fight nights and at least 12 pay-per-view events annually.
While Top Rank expands its global reach, Zuffa Boxing is taking a more targeted approach, focusing on building a strong presence in the UK market. The multi-year deal with Sky Sports will see all Zuffa Boxing events broadcast in the UK and Ireland, with a commitment to hosting at least five shows per year in the region. Sky’s coverage will debut on April 5th with the Andres Cortes vs. Eridson Garcia fight in Las Vegas.
Zuffa Boxing, a relatively new player in the boxing world, is a joint venture between TKO – the parent company of the UFC and WWE – and Sela, a Saudi Arabian event firm owned by the Public Investment Fund. The partnership with Sky follows a similar agreement with Paramount for coverage in the US, Canada, and Latin America, reportedly worth $100 million per year for 12 events. Dana White, head of Zuffa Boxing, emphasized the importance of the UK market and Sky Sports’ long history of broadcasting major boxing events. “There’s no bigger or better platform to showcase the best boxing in the UK,” he said.
Beyond these major broadcast deals, a significant change has occurred in the promotional landscape. The Sauerland brothers, Kalle and Nisse, have regained control of the former Wasserman Boxing stable, rebranding it as MF Sports. The Sauerlands announced the launch of MF Sports, which will encompass both traditional boxing promotion and their stake in the crossover promotion, Misfits Boxing. They have secured backing from a European investor to facilitate the acquisition and plan to expand into two new sports later this year. SportsPro first reported in November that Wasserman was seeking to sell its boxing division.
These developments highlight the diverging strategies of Top Rank and Zuffa Boxing in reaching audiences. Top Rank is prioritizing broad global distribution through DAZN, leveraging the streaming platform’s existing boxing fanbase. Zuffa, is focusing on regional dominance, partnering with Sky Sports, a well-established broadcaster in the UK market. This difference in approach may reflect their respective positions: Top Rank, a historically prominent promotion, is adapting to the streaming era, while Zuffa, as a newcomer, is aiming to establish a foothold in key markets.
As platforms multiply, audiences fragment and media rights deals plateau, it’s time to understand what’s really going on in sports media. Join us at SportsPro London this April to learn more.
The next key date to watch is April 5th, when Sky Sports begins its coverage of Zuffa Boxing with the Cortes-Garcia fight. This will be the first test of the partnership and a signal of Zuffa’s ambitions in the UK market. Fans and industry observers will be closely monitoring how these new broadcast arrangements impact the accessibility and appeal of boxing in the months to reach.
What are your thoughts on these new deals? Share your opinions in the comments below, and be sure to share this article with fellow boxing fans.
