FDJ United has renewed its partnership with Frank Warren‘s Queensberry Promotions, highlighting the value of the sport to the gambling industry.
Queensberry, which counts fighters such as Tyson Fury, Daniel Dubois and Dillian Whyte amongst its stable, has been associated with FDJ since 2016.
Throughout this time, Queensberry has helped showcase FDJ’s Unibet and 32Red brands, including through the ‘Unibet lowdown’, a digital series that provides behind the scenes access and interviews with some of boxing’s biggest names.
The series will return ahead of the upcoming British and Commonwealth title fight between Jack Rafferty and Mark Chamberlain on 23 August, and will include an interview with the recently retired former unified super-lightweight world champion Josh Taylor.
Sam Mead, FDJ United’s General Manager for the UK, commented: “Our relationship has helped to showcase our UNIBET-sponsored content alongside some of the most iconic nights in boxing history. For the upcoming season, we aim to take our content even further – giving access that overtakes our previous offerings and gets fans even closer to the action”
Frank Warren, Queensbury Promotions’ Founder, also hailed the extension, explaining that the partnership seeks to provide fans unique access to his fighters.
Cultural connections
Another fighter competing under the Queensberry banner is Moses Itauma, one of the hottest young prospects in the heavyweight division, and the latest brand ambassador of Bet9ja.
Ben Cove, CMO of Logifuture, recently detailed to iGaming Expert the reasons why Itauma, who is of Nigerian descent, represented a perfect match for the brand – which is solely focused on the Nigerian market.
He said: “I always feel there is an added sense of ceremony when a brand partners with a fighter. A triumphant fighter evokes feelings of power and majesty, and the risk/reward nature of heavyweight boxing is akin to gladiatorial times. It’s true theatre. Moses is a warrior, and now he is our warrior. So aligning Bet9ja with sentiments such as these can only be a positive thing for the brand, and we are delighted to have him on board.
“Then there’s the significance of his Nigerian heritage. Bet9ja is a single-market brand synonymous with Nigerian culture. For Bet9ja customers, he represents something special – a proud symbol of Nigerian toughness, talent and ambition on the global stage. Supporting that journey means a lot to Logifuture and Bet9ja and even more to our audience.”
Cove added that collaborating with sports stars Itauma taps into the cultural connection players have with sports.
In the case of Itauma, Bet9ja is seeking to make a statement about its belief in Nigeria’s national pride, as well as underscore its global potential.
“The emotional connection can be extremely powerful. We’re in an era where sports partnerships are about far more than attaching your name or logo to something – it’s about creating experiences, telling stories and inspiring actions,” explained Cove.
iGaming Expert insight: Reports suggest that the boxing betting market was worth approximately $3.5bn in 2024, and is anticipated to grow to $5.2bn by 2033. Meanwhile, Matchroom Boxing, Queensberry’s main rival, also has its own partnerships with Betfred and Bet Online.
The value of the betting market alongside its global appeal of the sport underscores the opportunities it offers for gambling companies to gain brand recognition and capitalise on a captive audience of fight fans.
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