Boxxer:Legacy Claressa Shields v Savannah Marshall Fight Night. Back Stage & Dressing Room. Pics Courtesy Jamie McPhilimey/Boxxer. Genberal view of the O2 during the main event.

BOXXER has expanded its product portfolio with the addition of HELL Energy, a Hungarian energy drink brand exported to over 60 markets.

The UK-based international boxing promotion has granted a number of marketing and advertising caveats to HELL Energy. This includes pre-promotional activity in the lead up to upcoming events.

HELL Energy’s branding will feature at press conferences, open workshops and weigh-ins ahead of BOXXER bouts. During fights, in-arena exposure will include branding on ring canvases, ropes, venue and LED screens, as well as mentions from the hosting MC during each live broadcast.

The promotion’s latest partnership with HELL builds on the energy drink manufacturer’s established presence in boxing. The firm notably organises its HELL Boxing Kings competition series, which takes place across 10 countries and sees fighters across four weight classes compete for a $1m prize fund.

Adrienne Popovics, Marketing Director at HELL Energy, added: “The partnership between BOXXER and ourselves comes at a fantastic time for HELL Energy, as we begin to broaden our horizons further and expand our stockists in the UK market. 

“BOXXER’s mission and values align so perfectly with our own, so this partnership feels like a really natural fit, and we’re excited to work closely with them as we expand the reach of our products much further afield.”

Founded in Hungary, HELL Energy has become the market leader in its home nation as well as in Bulgaria, Romania, Bosnia and Herzegovina, Slovakia, Croatia, Greece and Cyprus. It was recently launched in the UK, where BOXXER is one of the biggest names in boxing promotion alongside Eddie Hearn’s Matchroom and Frank Warren’s Queensbury.

By partnering with BOXXER, the company will gain significant exposure due to the promotion’s extensive media partnerships both in the UK and further afield.

BOXXER counts Sky Sports, the UK’s biggest sports media outlet, as its home market partner. In the US, it is partnered with the similarly prominent NBC, whilst further deals are maintained with leading broadcasters in various other nations.

BOXXER’s Founder and CEO, Ben Shalom, said: “We’re delighted to welcome HELL Energy as BOXXER’s official energy drink partner. They are a truly global brand and their exciting growth trajectory since 2006 speaks to our own aggressive growth in recent years, and our ambitions in the sport. 

“HELL’s existing footprint in boxing, innovative marketing strategy and emphasis on sustainability, made the alignment clear for all to see from our very first conversations, and we’re looking forward to kicking things off with a huge night in Cardiff.”

The partnership makes its debut ahead of the upcoming bout between US fighter Jessica McCaskill and the UK’s Lauren Price in Cardiff on 11 May. The unified WBA, IBO and Ring magazine welterweight world championship is on the line.

HELL will subsequently gain brand exposure at further BOXXER bouts featuring fighters from its roster such as Joshua Buatsi, Chris Billam-Smith, Ben Whittaker, Savannah Marshall, Caroline Dubois, Richard Riakporhe and Adam Azim.

Commercial partnerships have played a key role in BOXXER’s development since the promotion’s foundation in 2018. This has included both media and sponsorship deals, as Ben Shalom explained in an interview with Insider Sport earlier this year.

Finding alignment in partners, as Shalom noted in his comment on the HELL partnership, is a key area of focus for BOXXER. This approach has underpinned some of its biggest commercial arrangements, he explained to Insider Sport, including those with Sky, NBC and bet365.

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