DAZN Ushering in a New Era with Joshua vs. Povektin
By: Oliver McManus
A landmark moment for the broadcasting of boxing – if you believe the press releases, that is – Anthony Joshua vs Alexander Povetkin will be broadcast over in the States on the DAZN platform ahead of their extended, $1billion commitment (over eight years) to the airing of Matchroom USA shows.
In many ways the nature in which we consume our content is ever evolving so let’s talk about that quickly before we move onto the big heavyweight contest taking place at the weekend –
Photo Credit: DAZN Twitter Account
With boxing becoming increasingly popular both sides of the Atlantic, broadcasters are all looking to cash in on the action whilst the boom is still hot – as of late we’ve seen MTK Global sign a 12 date deal with BoxNation in the UK, Frank Warren has transitioned over to BT Sport and, in America, there have been renewed deals for PBC and Top Rank on ESPN as well as the new boys in DAZN.
All of this means that the shows we are getting tend, and I say tend because they’re not always, to be better than the quality of card we would have seen, say, five years ago with everyone involved acutely aware that, hey, if they’re product isn’t good enough then there are viable alternatives.
But it’s not just your traditional TV stations that are starting to emerge as big players in the world of boxing broadcasting – we already know about DAZN and their huge plans in America but look at ESPN+ which costs $4.99 a month, airs exclusive undercard coverage and, indeed, full fight nights from Top Rank.
It’s clear then that there is a desire to move away from the traditional and start capturing new audiences, a younger audience that, yes, consumes content on the go and doesn’t always want to sit in front of a television set, they want to watch it when they’re on a train, at a café, all sorts of things and we are seeing companies adapt to the habits of modern society.
Streaming is fast becoming an increasingly popular way of accessing live boxing and I’m not just talking about when you don’t fancy £19.95 for a pay per view; IFL TV and Boxing Social are the leaders of this particular game in Great Britian with the two platform, both on YouTube, having started off with a devotion to interview but quickly finding their feet by showing some of the best shows around the country from the likes of MTK and Carl Greaves.
And platforms like this are providing opportunity for the fighters, not just fans, to get added exposure and, potentially, extra ticket sales because gone are the days where the likes of Sam “Bullet” Bowen’s British title fight against Maxi Hughes would go unwitnessed except for those on the night – it allows larger numbers to view the sport for the first time, for free, it even helps if you’re the opponent because now you can get your hand on the footage.
DAZN promises to be an, almost, wraparound service with full fight week coverage because there can be no scheduling clashes – this is a platform where you can choose which stream – and we’ve seen Matchroom already make strides in this area with three new shows, STREAMED, in the run-up to a fight (hosted by Chris Lloyd and Darren Barker).
You’ll notice how often I’ve said the word stream because I cannot emphasise enough how key this market is to the future of boxing.
Ultimately we can take two things for the way boxing is going – a) more, better content and b) lighter wallets. But, hey, it’s a price to pay!
Let’s talk the big fight then – Anthony Joshua vs Alexander Povetkin – in a bout for the unified WBA, WBO, IBF and IBO Heavyweight Championship of the World that sees AJ looking to go 22 unbeaten.
Povetkin was showcased to the British fans, on the undercard of Joshua’s victory over Joseph Parker, when he beat and bloodied David Price over five rounds and that performance showed us that, whilst Povetkin is still crisp and powerful with his punch, he is there for the taking.
Price rocked Povetkin, sending him collapsing into the ropes, and there can be no doubt that Joshua is of a far superior technical quality to Price – Anthony’s shot selection, timing, footwork, hand placement, it’s all in a league above – so there should be no valid reason why Joshua can’t go through the gears and stop the Russian.
Of course if he attempts to get embroiled in a real fire fight then that’s where we could see some issues because nothing makes Povetkin perform like pressure, like feeling on the cusp of defeat, he’ll just come back and punch you even harder.
And when you get punched by Povetkin, you know you’ve just been hit with something real.
Having said that you would still back the heavyweight kingpin to be able to withstand the best that his challenger has to offer ahead of a, hopefully, super fight in April next year.
A new era begins with DAZN but, if you ask me, that heavyweight crown will still be on the shoulders of Anthony Joshua come Sunday morning.