SportsOrbit

Sky Sports’ decision not to renew its exclusive contract with BOXXER concludes a four-year chapter that promised much but delivered little. However, British boxing fans should breathe a sigh of relief – not because BOXXER has left, but because Sky hasn’t. Boxing is struggling to convince mainstream networks to cover the sport, thus Sky’s presence becomes even more essential to the survival of boxing across the pond. In the United States, HBO, FOX, Showtime, and now ESPN have all decided to exit the boxing business in recent years, leaving the sport without constant mainstream television coverage. While Amazon Prime Video has an existing agreement with Premier Boxing Champions, the events have been scarce and primarily behind an additional barrier. Boxing has had a gradual fall in popular awareness in the United States, and as a result, it has battled to maintain public interest, losing casual supporters and dropping out of the larger sports debate. A sport that was once among the most popular in the country is now trying to stay in the top ten. This should serve as a warning sign for British boxing: if broadcasters such as Sky withdraw completely, the sport risks slipping into niche obscurity, losing critical exposure that helps establish household identities. Keyshawn Davis was hauled out by police after a chaotic backstage incident with the boxer who beat his brother. When Eddie Hearn’s Matchroom Boxing opted to quit a 25-year collaboration with Sky in the United Kingdom to join forces with streaming provider DAZN in 2021, Sky considered exiting boxing entirely, but ultimately decided not to. Instead, they granted a four-year exclusive broadcasting contract to the unheralded newcomer promoter, Ben Shalom of BOXXER. Shalom’s time on Sky was something of a failed experiment. The TV giant was trying to recreate its success with Matchroom in recent years with another promoter, demonstrating that they were more responsible for the victories than Hearn. However, Sky’s boxing coverage since Matchroom has been poor. There has been some success with BOXXER-led events on Sky, most notably Amir Khan vs. Kell Brook in 2022 and Chris Eubank Jr.’s two high-profile fights with Liam Smith in 2023, but the overall product has been disappointing. Matchroom set a high standard by generating stars and consistently delivering pay-per-view events with the support of the major British network. BOXXER has accomplished neither. However, it was always a tall task to expect a promoter who had only done small-hall events before moving to Sky to immediately fill Matchroom’s shoes. After Matchroom’s departure and BOXXER’s lackluster performance on the platform, Sky could be forgiven for abandoning the sport — but it hasn’t. The fact that pugilistic art continues to appeal to corporate executives is a quiet success for the sport. Chris Eubank Jr. (right) fights Liam Smith for the Middleweight Title at the AO Arena in Manchester. Saturday, September 2, 2023. (Photo by Peter Byrne/PA Images, via Getty Images) Chris Eubank Jr.’s two-fight series against Liam Smith was a rare high point of the Sky Sports/BOXXER era. Sky’s influence on boxing should not be underestimated. Without Sky, the vast majority of boxing shows in the United Kingdom would get a live audience of significantly fewer than 100,000 people — but some of Sky’s shows still draw that amount. To maintain its recent success in the United Kingdom, boxing must remain present on major platforms. Sky’s boxing policy in the future is expected to be more selective in terms of the matches it airs. The broadcaster is said to want more control over the programming and talent on offer, as well as the ability to continue broadcasting some of the fighters it has helped develop. The network will effectively function as an open shop for promoters to pitch cards to. However, with the United Kingdom’s two largest promoters, Matchroom and Frank Warren’s Queensberry Promotions, tied into exclusive promotional agreements with DAZN, the options will be limited for the foreseeable future. Wasserman Boxing in the Sauerlands is home to fighters such as Josh Kelly, Michael Conlan, Harlem Eubank, and Lyndon Arthur, among others. They have struggled to produce well-rounded spectacles with Channel 5’s restricted budget, but with the support of Sky Sports, Wasserman may become a serious power in British boxing. Izzy Asif’s GBM Sports has promoted Hughie Fury, Terri Harper, Maxi Hughes, and rising Sheffield middleweight Shakiel Thompson since striking a short-term deal with DAZN in 2024. They are an up-and-coming organizer who has presented great events on a low budget and would benefit from Sky’s opening. Although neither has the firepower of Matchroom or Queensberry, they might fill gaps in Sky’s schedule and provide some diversity in the talent they highlight. In the absence of an exclusive partner, Sky would be prudent to reward a variety of promoters for putting on outstanding concerts and earning the right to benefit from Sky’s marketing muscle and large budget. That level of competition in their boxing output is exactly what Sky — and the sport of British boxing — requires going forward.