StarTimes, the pay-television operator in sub-Saharan Africa, has announced a deal with UK boxing promoter Boxxer to exclusively broadcast its events across the region.

Live Boxxer events will now air across StarTimes’ five linear sports channels, as well as on its StarTimesON streaming service, in more than 30 African countries. Coverage will also include a range of shoulder programming to promote fighters.

Ben Shalom, Boxxer founder and chief executive, said: “Africa is a major growth region and focus for us in the coming months and years. Many of our fighters are of African heritage and feel a deep affinity with the region, and we know there is a strong appetite for elite-level combat sports there.

“We’re delighted to announce this new partnership with StarTimes and open up our events and fighters to millions of viewers across Africa.”

The StarTimes deal marks the latest move by Boxxer to expand and consolidate its global broadcast reach outside of the UK. Rights in the UK and Ireland are held by pay-TV giant Sky under a four-year deal that began in 2021.

Last February, Protocol Sports Marketing struck a deal last February to market Boxxer’s media rights in territories such as South America, East Asia, and sub-Saharan Africa.

Since then, the promoter has announced a deal with US broadcaster NBC Sports to showcase its events exclusively on the Peacock streaming service, with certain bouts also appearing on the linear NBC TV channel.

In March 2023, it also extended its deal to exclusively stream its events in four countries on the subscription service Mola including Italy, Indonesia, Malaysia, and Singapore. Prominent Baltics media house TV3 Group also renewed its exclusive broadcast deal with Boxxer.