World Boxing Super Series partners with Grabyo to promote its PPV offering
Launched in 2017, The World Boxing Super Series (WBSS) is one of the most innovative competitions in sport. Sixteen elite boxers from two weight classes fight in a bracket-style elimination tournament for a chance to be crowned the ‘best of the best’ and win the Muhammad Ali trophy.
This modern approach to boxing has been replicated in the distribution and fan engagement strategy across social platforms. Ahead of the highly anticipated domestic World Title showdown between George Groves and Chris Eubank JR, WBSS partnered with Grabyo to promote the fight across its social platforms. The objective was to build awareness of the fight and encourages fans to sign up for the pay-per-view (PPV) event that was broadcast exclusively on ITV box office.
Looking to capitalize on the excitement building around fight week, WBSS broadcast the live weigh-in between the two fighters on YouTube and Facebook. Live video has become a key driver of engagement across both platforms, particularly Facebook which recently changed the way publishers’ content is surfaced across its news feed.
WBSS also used Grabyo to share the key moments from the presser, including the dramatic stare down between the fighters that went on to be viewed over 500,000 times. With the fight on PPV, WBSS made great use of its available rights to bring the weigh-in to audiences on social media and used Grabyo to re-share these highlights on fight day, promoting tune-in for ITV box office and driving subscriptions – the major revenue-generator for the fight.
On fight night, WBSS created a series of clips from the event that were targeted to different audience groups depending on the available media rights. In the UK, WBSS shared clips from the undercard in real-time to once again promote the fight on ITV PPV. By doing so, WBSS was able to use social messaging to drive traffic to the PPV sign-up page.
As the fight drew nearer, WBSS shared behind the scenes content from both headline boxers, right up to their ring walks and the touching of gloves to push the PPV one final time. This is a great example of a partner using Grabyo to maximize the value of available rights and use and social platforms to increase commercial value right up to the start of the main event.
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