Protocol Sports Marketing, the Canada-based international rights and marketing agency, has agreed a media rights distribution deal with UK-based boxing promotion Boxxer.

Under the agreement, Protocol will market and license the promoter’s boxing events in global territories such as South America, Sub-Saharan Africa, and Eastern Asia.

The agency, which claims to be the leading media rights distributor for the sport of boxing, has marketed and distributed over 1,000 live boxing events over the past decade. 

Protocol most recently acted as the exclusive media rights marketing and distribution agency for the bout between Terence Crawford and David Avanesyan in December.

The company has also previously worked to sell rights to events organized and promoted by companies including Matchroom and Golden Boy.

Protocol typically distributes boxing rights worldwide but recently expanded into other sports such as rugby, volleyball, bare-knuckle fighting, axe throwing, poker, and, beach soccer.

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Last month (January), the firm was appointed by Beach Soccer Worldwide (BSWW), the international beach soccer events organizer, to sell its global media rights.

Boxxer was founded in 2017 and has grown quickly, notably securing a domestic broadcast deal with the leading UK pay-TV broadcaster Sky in 2021 that will run through 2025.

The promotion’s next show is at the AO Arena, Manchester on March 25, which is headlined by Lawrence Okolie’s defense of his WBO world cruiserweight title against David Light.

Ben Shalom, founder and chief executive of Boxxer, said: “With a record-breaking start to our tenure on Sky Sports in the UK, Boxxer now attracts the very best talent from around the world, delivering sold-out box office events and world championship contests across the calendar year.

“Our collaboration with the team at Protocol Sports Marketing will allow us to continue growing our international presence and bring our shows to more fight fans around the world.”
Lowell Conn, president of Protocol Sports Marketing, added: “Boxxer has quickly blossomed into a promotional leader with a schedule of highly meaningful fights throughout the year. 

"Our team is delighted to work with Boxxer to strengthen its international broadcast footprint across a variety of platforms.”

Image: James Chance/Getty Images