BOXXER unveils new partnership with Everlast and Sports Direct

BOXXER, the next-generation boxing promotion, today announced a new partnership with Everlast and Sports Direct, who will become official partners of BOXXER and Sky Sports Boxing.

Everlast and Sports Direct, two companies united by their common goal to inspire and empower the next generation of athletes, are part of Frasers Group, a global powerhouse which owns some of the world’s most iconic brands.

Founded in 1910, Everlast has become synonymous with the sport of boxing and has been the brand of choice for generations of champions. Battle-tested in one of the athletic world’s toughest environments, Everlast products have stood the test of time. The brand produces equipment for every combat sport and is sold across more than 75 countries and 6 continents.

Sports Direct is Europe’s largest sports retailer and serves millions of customers every week. A staple of the British high street for almost 30 years, Sports Direct believes that sport is the great equaliser, and that access to sport – and the best sports kit in the world – should be a right for everyone.

The partnership commences with this Saturday night’s BOXXER event at the iconic SSE Wembley Arena. Headlined by Chris Eubank Jr against Anatoli Muratov, the event airs live and exclusively on Sky Sports.

Viewers will see Everlast and Sports Direct branding featured across all pre-event promotional activity along with prominent ring and arena branding during BOXXER live events.

Everlast also becomes the preferred glove provider for all BOXXER events and will provide exclusive new glove and apparel collaborations for the BOXXER Series tournament events.

Commenting on the partnership, BOXXER’s founder and CEO Ben Shalom said: “We’re delighted to announce this new partnership with Everlast and Sports Direct, ahead of our launch event with Sky Sports Boxing. Everlast’s commitment to quality means it’s an optimal fit for our boxers, who need equipment of the highest calibre to compete at elite level.”

Chris Zoller, VP of Marketing and product Development at Everlast, added: “It has been a huge year for boxing and for Everlast in the UK. We have taken our pledge to British boxing seriously adding over 20 athletes to our Team Everlast roster so far, ranging all skill levels, backgrounds and goals in and with the sport. Supporting Boxxer and Sky Sports is the next step in our commitment to boxing and we are beyond excited for where it will take us, the sport and our athletes.”

Beckie Stanion, Chief Marketing Officer at Sports Direct, said, “At Sports Direct we are driven by our purpose to use the powers of sport to champion the legend in everyone, no matter how skilled you are. Sky Sports and BOXXER’s exciting new chapter covering both elite-level and emerging fighters gives us a platform to inspire boxing communities up and down the UK, and supports our mission to make boxing – and ultimately all sport – accessible to all.

“Sports Direct is where many start their boxing journey, whether that’s picking up a gumshield or their first pair of gloves, so we are immensely excited to take our support for the sport into a new era.”

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