Polish brokerage group XTB is sponsoring boxer Tyson Fury for his upcoming bout against Oleksandr Usyk.
The fight will take place this coming Saturday in Saudi Arabia and is a rematch, after Usyk defeated Fury earlier this year.
As a result, XTB branding will feature at the fight, which is likely to be watched by tens of millions of people. The last fight was one of the highest revenue generating ‘pay per view’ events in history.
This is not the first sports start that XTB has formed a partnership with.
Back in September, the company announced it had signed a sponsorship agreement with ex-footballer Zlatan Ibrahimovic. Since then the company has used content with Ibrahimovic across a range of channels to promote its brand.
The firm has also had partnerships with UFC fighter Conor McGregor and ex-Real Madrid player Iker Casillas.
The move to partner with Fury is probably also part of the company’s efforts to expand in the Middle East.
When we spoke to XTB’s CEO earlier this year, he noted that the company’s branch in the United Arab Emirates has become the fastest-growing in the company’s history.
Given the fight is being held in Saudi, this provides an opportunity to market their brand in a jurisdiction that is hard to advertise in directly.
It is also the second boxing themed deal the company has made in the last 12 months. At the start of September the company announced a partnership with the UAE Boxing Federation.
