Sky Vegas has been named the official gaming partner of Netflix’s inaugural live UK boxing broadcast, featuring integrated in-ring branding and key broadcast placements for the Sky Betting & Gaming vertical.
"We are incredibly proud to be partnering with Netflix for their first live sporting event. Sky Vegas is committed to bringing the best in entertainment to audiences across the UK and what better way to do so than be part of one of the most iconic battles in world boxing,” Sky Vegas Marketing Director Sam Behar said.
“We can't wait to showcase our brand alongside the main event as the UK's number one online casino meets the best in boxing entertainment."
The live boxing event will feature Tyson Fury’s return to the ring against Arslanbek Makhmudov on 11 April, as the collaboration is set to include a full multi-channel campaign from both entities, spanning CRM, social and paid media.
Fury had retired from the sport in January 2025 following back-to-back losses suffered against undisputed heavyweight champion Oleksandr Usyk.
He originally began hinting of a potential return during December, prior to the matchup with Makhmudov being confirmed by early January.
On 7 April, Sky Vegas was named as the headline sponsor of two radio shows operated by talkSport, including Fight Night and The Final Word which serves as the organization’s flagship Sunday football show.
The Final Word features a recap of the Premier League’s most notable storylines each week, while Fight Night includes interviews with professional fighters and promoters, fight analysis and live reactions to the sport’s biggest events.
In December 2025, Steve Birch stepped away from Sky Betting & Gaming after 18 years, having started out working as a Marketing Analyst back in 2007 before stepping up to become CEO during 2020
