Betfred lands BOXXER partnership

Betfred has been named as an official partner of boxing promotion company BOXXER in a wide-ranging deal between the pair.

Under the remit of the deal, Betfred branding will be integrated across BOXXER events, including across the ring, ropes and corners.

The Warrington-based firm will also be afforded LED and screen branding, mentions from MCs during live broadcasts and title sponsorship for one fight on each BOXXER card presented as the ‘Betfred Fight of the Night’.

Outside of the events, Betfred will feature across digital and physical assets in the run-up to fight nights, with activations including video betting previews, editorial pieces, a co-branded content series and odds-focused graphics to be launched.

The partnership will kick off with BOXXER’s event on 19 October, a super lightweight bout between Adam Azim and Ohara Davies at London’s Copper Box Arena.

BOXXER was founded in 2018 and has since gone on to secure broadcasting deals with Sky Sports in the UK and NBC in the US.

The promotion company has previously linked up with bet365, with the Denise Coates-led firm serving as its official betting partner.

Betfred founder Fred Done said: “We are passionate about sport at Betfred and I’ve always loved boxing.

“That’s why I’m delighted to sign a partnership with BOXXER and we are looking forward to working with Ben and the team. It will be great to see Betfred back on Sky Sports Boxing.” 

Ben Shalom, BOXXER founder and CEO, added: “We’re delighted to welcome Betfred as BOXXER’s new partner. A respected, household name and born out of Greater Manchester like BOXXER, the synergies between the two brands are clear-to-see. 

“We look forward to a long and fruitful partnership with Betfred, commencing with a fantastic night of boxing this Saturday at the Copper Box, headlined by one of world boxing’s forthcoming superstars in Adam Azim.”