Adrenalen Sport, the Australian sports broadcast platform for commercial venues, will distribute action from the nascent Zuffa Boxing promotion at hospitality venues across the country after landing an agreement with US media giant Paramount.
Last September, Paramount secured exclusive rights to the promotion in the US, Canada, and Latin America in a major multi-year deal starting from the 2026 season, with the rights then extended to Australia ahead of its season-opening event, Zuffa Boxing 01: Walsh vs Ocampo, on January 24.
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Through the Paramount Australia and New Zealand commercial subscription, Adrenalen Sport will distribute Zuffa Boxing events across pubs, clubs, bars, casinos, and hospitality venues across Australia, starting with Z04, featuring Australian boxer Jai Opetaia and American Brandon Glanton on March 9.
Zuffa will run 12 boxing cards across 2026 and has said it plans to increase that number in the coming years.
Mark Sturdy, founder and chief executive of Adrenalen, has now said: “For venues, this means guaranteed foot traffic from a crossover audience that’s already primed to watch.
“We’re not just distributing content; we’re giving venue operators the competitive edge. Early adopters will capture the UFC crossover audience while competitors scramble to catch up. The venues that act now will own this audience.”
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By GlobalDataThe rights add to the lineup of Paramount+ soccer rights already secured by Adrenalen Sport to distribute across venues, including the domestic A-Leagues, the AFC Women’s Asian Cup, the men’s Asian Cup qualifiers, Australian national team matches, Italy’s Coppa Italia knockout cup competition, and the Scottish Cup.
Adrenalen Group was only launched in December with three distinct divisions – Adrenalan Sport, Adrenalen Vision, and Adrenalen Media – offering comprehensive sports entertainment solutions to venues in Australia, spanning live sports distribution, in-venue LED screen technology, and advertising opportunities.
Zuffa boxing, meanwhile, was started by TKO in collaboration with Saudi Arabian events company Sela, and the country’s General Entertainment Authority, which is chaired by prominent boxing power broker Turki Alalshikh.
The promotion is spearheaded by Dana White, the chair of TKO-owned mixed-martial arts promotion UFC, which recently also partnered with Paramount on a bumper $7.7 billion rights deal.
Zuffa Boxing debuted on September 13 with its first major card, centered on the boxing superfight between Terence ‘Bud’ Crawford and Saul ‘Canelo’ Alvarez.
That fight drew 41 million global viewers on streaming service Netflix.
The streamer has called the September 13 fight the “most-viewed men’s championship boxing match” of the 21st century, adding that, while live, it drew an average minute audience (AMA) of 36.6 million, with additional viewership across the weekend contributing to the 41 million figure.
In the US alone, the AMA sat at 20.3 million, putting it on a par with the recent season-opening NFL games, and peaking at 24 million concurrent livestreams.
This figure is further bolstered by the estimated 500,000 viewers in commercial establishments suggested by Joe Hand Promotions, the business that managed the fight’s commercial establishment rights distribution.
Along with its major deal with Paramount, Zuffa Boxing also has a rights agreement in place with Begin, the United Arab Emirates-based over-the-top streaming platform, covering Pakistan and Bangladesh.
Under the two-year agreement, Begin will hold exclusive rights in Pakistan and non-exclusive rights in Bangladesh to show Zuffa Boxing events in 2026 and 2027.
