‘Innovation, transparency, inclusivity’: Visionary promoter Ben Shalom on breaking down barriers in boxing

LONDON: Another world-class card of boxing takes place in Saudi Arabia on Saturday as part of Riyadh Season’s continued commitment to developing the sport, not just in the Kingdom but also on a global stage.

Russian light-heavyweight rivals Artur Beterbiev and Dmitry Bivol will clash in an undisputed ‘IV Crown Showdown’ title contest in Riyadh, which headlines an undercard packed with talent — and in particular British talent in the shape of Frazer Clarke, Jack Massey, Chris Eubank Junior and Ben Whittaker, who face top-class opposition.

One man whose own personal investment into boxing aligns with that of General Entertainment Authority and Riyadh Season supremo Turki Alalshikh is British promoter Ben Shalom.

The 30-year-old founder of promotional company BOXXER represents all four British fighters and is playing his biggest role yet in a Riyadh Season-sponsored event.

Shalom has quickly ascended the ranks to become a key player in the sport, both at home and internationally. As the youngest licensed boxing promoter in the UK, his rise has been nothing short of meteoric, proving that hard work, innovation and bold decisions can change the game — even in a sport as entrenched and tradition-bound as boxing.

“I grew up in Manchester, which has always had a deep-rooted connection to boxing,” he told Arab News.

“Watching the rise of Amir Khan and Ricky Hatton inspired me, I later had the surreal experience of working with both of them. Boxing always had this raw energy that drew me in, but I realized how underdeveloped it was commercially.

“The mainstream media would only touch the sport on special occasions, and the rest of the year it was left in the shadows,” he said.

Shalom founded BOXXER at the age of 25 at a time when professional boxing, especially in the UK, had consistently been dominated by well-established figures such as Eddie Hearn and Frank Warren, both of whom had spent years building their reputations as top promoters.

When Hearn’s Matchroom Sports departed from Sky Sports and signed with DAZN, Shalom seized his chance.

Winning the Sky Sports contract for himself propelled BOXXER into the mainstream, giving it the platform to promote major fights and develop a strong stable of fighters. In a short time, Shalom positioned BOXXER as a top-tier brand, working with Sky to bring a fresh approach to boxing.

“We started from the ground up, knocking on doors, and slowly but surely, we built BOXXER into a serious player in the sport, our early success came with the Ultimate Boxxer tournaments, where we introduced a faster, fan-friendly format. It was about shaking things up, making boxing more digestible for modern audiences,” Shalom recalled.

“Landing a deal with Sky Sports was the turning point. It gave us the platform we needed to expand our roster and focus on the next generation of stars, we’ve broken records with Sky and built relationships that are helping us take the sport to new heights,” he said.

Shalom’s ability to break into the world of boxing promotion has been no small feat.

While he faced pressure from the old guard, he was able to carve out his own niche and BOXXER has quickly become known for its innovative approach, more accessible programming and bringing fresh, young talent into the sport.

As a millennial in an industry dominated by older generations, it is clear that Shalom brings a fresh perspective, especially as he understands how younger fans consume content and is laser-focused on making boxing more accessible, entertaining and relevant to modern audiences.

“We’re committed to making the sport more transparent, whether it’s around judging, doping or the structure of the sport itself. We’ve already seen great progress, but this is just the beginning,” he told Arab News in Riyadh.

Though he wasn’t initially involved in the Kingdom’s early forays into boxing promotion, Shalom’s approach and success in building relationships have put BOXXER at the forefront of Saudi boxing events and made it impossible to ignore.

“For us to break into the scene and make the impact we have is a testament to our vision. Our partnership with Saudi Arabia is a perfect example of that,” he said. “Riyadh has become a key player in global boxing, and it’s not just about the major events. It’s about opening the sport up to fighters who might have been overlooked and giving them their shot at greatness.”

Saturday’s undercard also features a historic first-ever women’s title fight to be held in Saudi Arabia between British boxer Raven Chapman and Australian World Boxing Council featherweight champion Skye Nicolson.

While he does not represent either fighter, under Shalom’s guidance, BOXXER has become the biggest exporter of women’s boxing in the UK, and diversifying the sport and growing the women’s game are a big part of his vision.

“We’ve made a conscious effort to bring inclusivity into boxing, especially with women’s boxing,” he said. “We promoted the first-ever all-female event in the UK, and it was groundbreaking, so it’s amazing to see that same energy being brought to Saudi Arabia.”

Looking ahead, Shalom said that the goal is to keep boxing in the mainstream, keep it accessible, and keep finding the stars who will keep the sport relevant after the likes of Anthony Joshua and Tyson Fury (promoted by Hearn and Warren respectively) retire from the sport.

His success at the helm of BOXXER has proven that the sport is far from stagnant and that there is room for innovation, diversity and new voices in an industry that is more than a century old.

For boxing fans around the world, Shalom represents the future — a future where the sport can evolve to meet the demands of new generations while honoring its rich and storied history.

“I’ve always been told that no one can save boxing, but I’ve also been told that boxing can never die,” Shalom said. “With the vision and commitment we’re seeing now, this could be the pivotal moment for the sport. I’m excited to see what the future holds.”