Television networks have historically been hesitant to embrace boxing, and the sport has faced numerous challenges in maintaining its popularity. The complexities of boxing politics, a multitude of sanctioning bodies, and the reluctance of top fighters to face each other have contributed to its decline in mainstream appeal. As a result, boxing has often found itself overshadowed by more dominant sports such as the NFL, NBA, MLB, and NHL.
Once a staple of cable television, boxing enjoyed significant exposure through networks like Showtime and HBO. However, the landscape changed dramatically when HBO exited the boxing scene in 2018, followed by Showtime's departure in 2023. This left boxing struggling for airtime, with sporadic broadcasts on ESPN and a reliance on streaming platforms like DAZN, Prime Video, and Paramount to reach audiences.
In a promising turn of events, TNT has stepped in to fill the void left by traditional networks. Following a deal struck in April between DAZN and Warner Bros. Discovery, TNT has begun airing boxing events, and the early results are encouraging. The inaugural broadcast on July 4, featuring Abdullah Mason defending his WBO lightweight world championship against Albert Bell, attracted 750,000 viewers, peaking at 820,000 during the broadcast.
The second event, held on August 1, showcased William Zepeda winning the vacant WBC lightweight title against Lamont Roach Jr. and saw viewership reach a high of 650,000. With another significant fight scheduled for this Friday, where former heavyweight champion Andy Ruiz Jr. will face Polish contender Damian Knyba, TNT is hopeful of continuing this upward trend.
Craig Barry, TNT's executive vice president and chief content officer, played a pivotal role in establishing this partnership with DAZN. He emphasized the network's commitment to revitalizing boxing in the U.S., noting that quality fights have become increasingly scarce on traditional cable. Barry expressed a desire to create a franchise around boxing that resonates with fans, similar to the successful model HBO employed for decades.
To achieve this, Barry aims to combine live boxing events with engaging studio programming that highlights fighters' stories and builds anticipation for the matches. This approach mirrors TNT's success with other sports, such as its acclaimed “Inside the NBA” show, which has become essential viewing for basketball fans.
DAZN's international presence complements TNT's ambitions to build a strong boxing brand in the United States. While boxing remains immensely popular globally, the challenge lies in capturing the attention of American audiences, who are often inundated with news from other sports.
As part of its strategy, TNT has developed a boxing studio show featuring host Adam Lefkoe and a panel of boxing experts, including Hall of Famers Tim Bradley and Terence Crawford. This format aims to connect with viewers on a personal level, fostering a sense of community and engagement.
Bradley, who has transitioned from ESPN to TNT, praised the network's commitment to authenticity and spontaneity. He believes that the chemistry among the studio team enhances the viewing experience, allowing for genuine discussions about the sport and its fighters.
With the upcoming Ruiz vs. Knyba fight, TNT is eager to surpass its previous viewership benchmarks. Ruiz, known for his dramatic upset victory over Anthony Joshua in 2019, brings a compelling narrative to the match. His journey has been fraught with challenges, including struggles with training and personal setbacks.
As Barry noted, the early success of TNT's boxing broadcasts indicates a growing interest among fans. The network's ability to draw 750,000 viewers for its initial event suggests a potential resurgence for boxing on cable television. With a commitment to producing quality programming and fostering a connection with audiences, TNT is poised to play a significant role in the future of boxing in the U.S.
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