Netflix has struck its first distribution agreement with Sky Business to bring a live boxing event to pubs, bars and hospitality venues across the UK and Ireland.
The deal will see Tyson Fury’s return to the ring against Arslanbek Makhmudov on 11 April made available to commercial premises through Sky Business, marking the first time a major Netflix boxing event has been offered to the on-trade in the two markets.
Sky Business will hold the exclusive commercial rights for the event, meaning licensed venues will need a valid commercial agreement to screen the fight. Consumer Netflix subscriptions cannot be used for public showings.
The card is expected to provide a boost for hospitality operators, with the event falling on a day that also includes major football and golf fixtures. Netflix and Sky Business said the combination could help venues increase dwell time and spending.
The undercard will also feature British fighters including Conor Benn and Frazer Clarke, with the evening building to a British heavyweight title contest involving Jeamie Tshikeva.
Sky Business said live sport continues to be a strong revenue driver for pubs and bars. Citing industry research, it said out-of-home sports viewers spend 41% more eating and drinking out each month than non-sports viewers, while customers spend an average of 19% more per visit when watching live sport in licensed venues. Separate figures suggest nearly 9 in 10 consumers believe live sport gives them more reason to visit pubs and bars and increases the likelihood of repeat visits.
Tony Singh, managing director of business development, Northern Europe at Netflix, said the agreement would create a new way for fans to watch the platform’s first major UK boxing event together in pubs and bars.
James Tweddle, director of hospitality at Sky Business, said Fury’s comeback, combined with the strength of the undercard and a British title fight, would make the night a significant commercial opportunity for operators.
Venues wanting to show the full fight card will be able to do so through a commercial pay-per-view licence from Sky Business.
