Boxxer, the UK boxing entertainment franchise, has announced sports betting firm Betfred as an official partner.

The deal will see Betfred branding across Boxxer’s center ring, ropes, corners, and toblerones, as well as the betting brand being mentioned by the franchise’s MC during live broadcast coverage, screen and LED branding presence, and each Boxxer show will have a fight co-presented as the Betfred Fight of the Night.

Betfred branding will also feature prominently on pre-promotional activity in the lead-up to Boxxer events, both digitally and physically at press conferences, open workouts, and weigh-ins.

Social and digital content activations will also be part of the deal, including video betting previews, editorial pieces, co-branded content series, and odds-focused graphics.

The partnership is set to debut at Boxxer’s next event on October 19 at the Copper Box Arena in London, set to be broadcast on Sky Sports in the UK, where Adam Azim will take on Ohara Davies.

Fred Done, founder of Betfred, said: “We are passionate about sport at Betfred and I’ve always loved boxing. That’s why I’m delighted to sign a partnership with Boxxer and we are looking forward to working with Ben and the team. It will be great to see Betfred back on Sky Sports Boxing.”

Boxxer airs shows live and exclusively on Sky Sports in the UK and Ireland until 2025, and NBC Sports in the US, while it recently announced broadcast deals with StarTimes, the pay-television operator in Sub-Saharan Africa, and the Belgian cable television platform BeTV in Belgium and Luxembourg.

Boxxer founder and chief executive Ben Shalom, added: “A respected, household name and born out of Greater Manchester like Boxxer, the synergies between the two brands are clear-to-see.”

Last month Sportcal (GlobalData Sport) spoke to Shalom on Boxxer's growth and the sport's outlook