32Red to sponsor GGG/Canelo world championship bout

32Red has announced a deal to sponsor the middleweight world championship fight between Canelo Alvarez and Gennady “GGG” Golovkin in partnership with BoxNation this Saturday.

The brand, which was recently acquired by Kindred, will feature heavily in BoxNation’s coverage of the Las Vegas clash.

Gerry Murray, director of brand and acquisition at 32Red, said: “Canelo v Golovkin is the fight real fans have all been waiting for and we’re delighted that 32Red are involved in bringing UK viewers such an exciting matchup alongside BoxNation.

“We’ve developed an excellent relationship with Frank Warren and his team in recent months and combined with the outstanding card from the Copper Box Arena, headlined by Saunders v Monroe Jr, 16 September promises to be one of the great nights of boxing.”

BoxNation chairman Frank Warren said: “This is without doubt the boxing event of 2017, and we are delighted to be working alongside our fantastic sponsor 32Red.

“This is a fight that will undoubtedly go down alongside the legendary middleweight fights of the past and it has been a brilliant start to our partnership with 32Red.”

Boxing is becoming an increasingly popular channel for bookmakers to sponsor, with Betsafe and Paddy Power getting involved with the Mayweather/McGregor fight, and William Hill last year agreeing to sponsor a series of Anthony Joshua fights.