The boxing ecosystem is benefiting from increased visibility, with YouTube channel Seconds Out attracting sponsorship from betting brand kwiff.
This deal marks the Eaton Gate Gaming-owned brand’s first move into boxing advertising and while details around the agreement are unknown, the company is joining the sport at the right time.
Garry McGibbon, Director of Acquisition at Eaton Gate Gaming, commented: “kwiff and Seconds Out are in the same corner when it comes to building meaningful relationships. Working with the team at Seconds Out has been a fantastic experience thanks to their professionalism and belief in responsible advertising goals.”
Kwiff has pointed out that a key reason for selecting Seconds Out is the opportunity to engage with a ‘passionate and knowledgeable audience’. The partnership aims to create mutual value while ensuring that the advertising remains both responsible and relevant to viewers.
Boxing, known for its older viewership, presents a good match for betting partnerships, although demographic details for Seconds Out have not been specified.
Founded by boxing journalist Robert Waterman, Seconds Out offers interviews, commentary and event coverage of the sport. Since its launch on YouTube in 2006, the channel has garnered nearly 700 million views and more than 830,000 subscribers.
Waterman, having been involved in boxing for years, is likely aware that the sport has gained a new level of attention, especially with the recent investments from Saudi Arabia, making it more visible to global audiences than ever before.
Turki Alalshikh, Chairman of Saudi Arabia’s General Entertainment Authority (GEA), has emerged as a transformative figure in boxing. His influence has sparked mixed opinions among boxing stakeholders, but as time passes, it seems increasingly unlikely that the sport will return to its old ways.
Under his leadership, the GEA has brought together rival promoters Eddie Hearn and Frank Warren, leading to some of the most competitive bouts the sport has seen in decades.
Traditionally, promoters like Hearn and Warren were criticised for stagnating the sport by focusing on protecting their own fighters and financial interests. However, Saudi Arabia’s growing influence has changed this dynamic. Both promoters now find themselves in a more lucrative environment, where they can earn more than ever before, all while avoiding direct conflict with one another.
This shift in relationships has led to bigger and better fights, driving higher viewership not just for the matches themselves, but for media outlets like Seconds Out – an impact that kwiff is likely keen to leverage.
Boxing media is also an avenue that Alalshikh sees profitable himself as last November he purchased Ring Magazine, perhaps the most influential media outlet in the sport.
Commenting on Seconds Out deal, Waterman said: “We are pleased to be working with a responsible company that shares our values and vision. Their support will help us ‘supercharge’ our coverage and assist us in providing the very best content for our fans.”
