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New boxing organisation Ultimate Boxxer promises a one-night tournament format and a “cutting-edge” experience

The organisation says it has created “a transparent brand that focuses on providing an equal platform for fighters”

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A new brand is coming to the sport of boxing in the UK.

Ultimate Boxxer has been pitched as “Britain’s first Boxing Entertainment brand”, and was officially launched in Central London with a trio of boxing superstars front and centre.

Pride of Manchester and former three-time light-welterweight and welterweight champion of the world Ricky ‘The Hitman’ Hatton, former WBA lightweight champion Anthony ‘Million Dollar’ Crolla and American former world champion Paulie ‘Magic Man’ Malignaggi were all announced as ambassadors (and non-directors) of the new venture, as well as BBC Radio 1Xtra DJ Charlie Sloth.

Ultimate Boxxer is looking to deliver events with a fast-paced, short-bout format. The competition will feature an elimination tournament format, which has already been approved by the British Boxing Board of Control. It consists of four quarter-final bouts of three 3-minute rounds, followed by two semi-finals and a final, with the winner being crowd the tournament champion for that particular weight class.

The maiden Ultimate Boxxer event, ‘Ultimate Boxxer 1’, will take place at EventCity in Manchester with eight undefeated welterweight boxers set for action in the organisation’s first tournament, and the organisation promises to use the power of social media and internet streaming technology to “appeal to mainstream and non-boxing purists”.

The organisation has confirmed a partnership deal with UNILAD for the first event, with the event set to be streamed from their Facebook page to a potential audience running into the millions.

Speaking about the venture, Hatton said: “There is a huge amount of talented British fighters who do not get, or cannot get, the mainstream exposure they deserve.

“In boxing, you have to wait for a lucky break and Ultimate Boxxer will give them the opportunity for exposure and to show everyone what they are about.

“It would have been interesting to see what would have happened in Ultimate Boxxer could have done for my career when I was making my way through in the early days.”

As an independent sports entertainment organisation, the organisation’s directors say they have created “a transparent brand that focuses on providing an equal platform for fighters”.

The organisation has already confirmed that BBBoC license-holders and promoters for Ultimate Boxxer will include Carl Greaves, Jalal Kamani (Executive Director) and Benjamin Shalom (Founder & Managing Director).

Former two-weight champion Paulie Malignaggi said: “Ultimate Boxxer will provide a golden opportunity for unbeaten fighters to test themselves on the big stage regardless of background, trainer or promotional contract.

“We see this as the future of boxing promotion, and the solution of how we take the sport of boxing to the British public interest. With credible, competitive bouts each fight and a truly modern age experience to build stronger connections with fans in venue and at home.

“Ultimate Boxxer offers something new, exciting and different to the fight game landscape. The boxers involved are hungry and determined to take a risk in their careers due to lack of opportunity. Ultimate Boxxer will enable them to test themselves against rival boxers in the same position and give them an opportunity to towards their ultimate goal of becoming a tournament champion or to open other opportunities that may not have been available to them before.”

The organisation’s MD Shalom said the tournaments would offer an alternative way for talented young fighters to get discovered.

“Ultimate Boxxer is a completely unique brand designed to offer something necessary for fighters by providing a platform to help with recognition of talent.

“We aim to provide a transparent and independent platform for boxers who aren’t getting the fights they need and deserve to take it to the next level.

“Ultimate Boxxer is more than a boxing brand, representing 21st century culture we aim to create an amazing spectacle to engage with multiple audiences.

“With casual fans only engaged a handful of times per year our entertainment experience and online power allows us to create something special for the consumer and importantly solve current restrictions for fighters in British Boxing. A cutting-edge experience.”

Ultimate Boxxer 1 will take place at EventCity Manchester on April 28. Sign up at www.ultimateboxxer.com for access to ticket pre-sale on Feb 19.

Freelance sports writer and MMA reporter with 19 years’ experience in the UK's national media covering major sporting events including the FIFA World Cup, UEFA European Championships, Olympic Games, UFC world title fights, The Grand National and The FA Cup Final.

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