Straight from a TV ad shoot, Usain Bolt dropped in to surprise gym goers at nearby Studio Lagree in Canary Wharf, London and their special running class became super intense.
Everlast Worldwide has announced a two-year equipment deal with Northern Irish Featherweight boxing champion Carl Frampton.
The agreement, which comes ahead of the fighter’s World Championship bout on 22nd December, makes Frampton Everlast’s latest global ambassador as the manufacturer, marketer and licensor of boxing, MMA and fitness equipment continues its UK push.
The partnership will focus on spearheading the brand’s progression in the UK market through content generation, brand marketing initiatives and inspiring the next generation of champions.
Golden Boy Promotions and DAZN have announced a five-year global partnership, that brings boxer Saul “Canelo” Alvarez to the live and on-demand service for his next 11 fights.
The deal with Canelo is the richest contract for an athlete in sporting history, reported to be worth a minimum $365 million.
In the build-up to the weekend's heavyweight clash between Anthony Joshua OBE and Alexander Povetkin at Wembley Stadium Connected by EE, Soapbox has produced a piece of content with one of the UK’s most prestigious businessmen and entrepreneurs, Chabuddy G, to teach boxing promoter Eddie Hearn the real art of promotion...
Lynx has launched its latest film featuring ambassador and Heavyweight Boxing Champion of the World, Anthony Joshua OBE. Lynx Brotherhood aims to encourage men to celebrate who they are and to be their best and most confident selves, no matter what, thereby becoming part of the ‘Lynx Gold Brotherhood’ community. The film will be appearing in cinemas and on TV and VOD from the beginning of September.
YouTube’s landmark boxing match between vlogging heavyweights Logan Paul and KSI drew a peak global audience of 800,000 on the platform, according to reports.
The highly-anticipated weekend bout, which ended in a draw, was accessible via a pay-per-view broadcast, priced at £7.50.
But millions more reportedly tuned in via pirated streams, including on rival, Amazon-owned streaming platform, Twitch.
WE LIVE BABY https://t.co/IC75KtKoet
Ahead of his upcoming clash at Windsor Park, boxer Carl Frampton used a well-earned rest day to discover what it is like to become a jockey from Paddy Brennan.
32red, the sponsor of both athletes, has brought the two together.
Former Unified World Cruiserweight and WBA Heavyweight Boxing Champion David Haye is set to take on a new challenge in partnership with Grosvenor Casinos.
‘The Hayemaker’ will spend the next 12 months mastering the art of poker with the intention of competing at the world’s largest tournament outside of Las Vegas in the summer of 2019, Grosvenor Casinos’ Goliath.
Haye, who announced his retirement from professional boxing in June, is one of the best pound for pound fighters Britain has ever produced, with a 28-4 record, 26 by KO.
William Hill has named Anthony Joshua as its new global brand ambassador amid reports that the UK bookmaker is in talks with a US casino giant to strengthen its position in the North American market.
Under the new one-year deal, heavyweight superstar Joshua will feature in the brand’s integrated advertising campaigns as well as participating in social media and offline promotional activities.
The appointment comes as reports link William Hill with a deal with Penn National Gaming, which operates casinos in 16 US states under the Hollywood brand.
Men’s sports fashion label 11 Degrees has signed up boxer Carl Frampton MBE as its latest brand ambassador in a multi-fight partnership deal.
The Northern Irish featherweight, who will defend his interim WBO title in Belfast next month, becomes the UK and Irish brand’s main boxing ambassador, joining a stable of sponsored athletes that also includes Superbikes star James Ellison.