Boxing promoter Matchroom has partnered with ticketing company Rakuten Ticket and sports entertainment company Never Say Never (NSN) to host boxing events in Japan.

The agreement will see the partners bring three “major world-class” boxing events per year to Japan.

This will total nine events over the three-year course of the deal. All of these events will be broadcast on over-the-top sports streaming service DAZN.

Frank Smith, the chief executive of Matchroom Boxing, said: “Japan is an important, strategic market for us to operate in.

“By bringing our world-class boxing events to this great country, we will not only showcase some of the finest fighters on the planet, but we will help establish some of the country’s leading domestic talents who will undoubtedly prosper on the world’s stage in years to come.”

DAZN has been the global home of Matchroom’s stable of boxers since 2021 when the two companies agreed on a “game-changing” partnership.

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By GlobalData

The five-year deal agreed in 2021 sees Matchroom events broadcast on DAZN in the UK and Ireland, building on the previous agreements the pair had in the USA, Italy, and Spain.

NSN functions as a sports entertainment brand and marketing agency. The business started as an intermediary agency for soccer players such as Real Madrid’s Brahim Diaz and Barcelona icon Andres Iniesta. Iniesta himself co-founded the company.

The company now operates across different industries, promoting brands, creating content, and developing sports businesses.

Most recently, NSN signed a three-year deal with MotoGP to organize fan-centric events in conjunction with the MotoGP races themselves.

Dorna Sports, the promoters of MotoGp, stated at the time that the deal would “usher in a new era of fan-centered entertainment events and experiences,” for the sport.

Rakuten Ticket is the ticketing subdivision of Japanese e-commerce giant Rakuten, which has been scaling up its sports tie-ups in recent months.

In July, the company partnered with digital sports e-commerce platform Fanatics to bring the retailer to Japan with its first online Japanese marketplace.