The portfolio company of Danbe’s best promoters, Nigerian boxing, Silverbacks Holdings, has announced a groundbreaking broadcast partnership with Dazn, one of the world’s leading sports entertainment platforms.
Under this exclusive agreement, Dazn will serve as AWFC’s global streaming partner and broadcast the highly anticipated Dambe World Series. This is a tournament consisting of five events in which top Nigerian athletes compete against international challengers in the ancient sports of Dumbé.
Dumbé, which laid Nigeria, is a unique kickboxing that draws inspiration from traditional spear and shield combat. The fighter uses one hand to attack by being wrapped in a rope, while the other is reserved for defense. In many cases, kicking is also an important part of your fighting style.
AWFC led the fees by increasing the global visibility of Dumbé with a viral video of the sport that has attracted millions of opinions on social media. This partnership with Dazn is a monumental step towards AWFC’s goal of increasing the commercial viability of traditional Nigerian boxing and leading Dambe to a global audience. Utilizing Dazn’s ubiquity within Fight Sports and its unparalleled reach, AWFC introduces the raw strength, skills and excitement of sports to Dazn’s ever-growing combat audience.
The Dambe World Series is based on the success of AWFC’s King of Dambe event in 2024. This marks the first ever European rival Luke Leyland facing AWFC veteran Shagon Yellow. The electrification match ended with a second yellow stop, attracting 10,000 live audiences and tuned by millions more online.
Maxwellcal, founder of the African Warriors Fighting Championship, said:
“We are extremely excited to partner with Dazen, a global leader in sports streaming, to share AWFC Dumbé with the world. Dumbé is a sport with deep cultural roots and immeasurable athletic appeal. We cannot wait to introduce it to our global fanbase. The whole world.”
Recently supported by Sulji, a division of Saudi Arabia’s sovereign wealth fund, Dazen is a global boxing home with partnerships with major boxing promotions such as Matchroom and Queensbury, along with MMA’s PFL. Known for its cutting-edge streaming technology, Dazn will broadcast all Dambe World Series events live. Fans around the world can see the action in real time. The first event is scheduled for June 2025, with additional events taking place throughout the year leading to a finale featuring the best Danbe fighters from around the world.
In October, Silverbacks Holdings is a private investment company focused on African-related companies operating in underserved industries that were invested in AWFC. The company signed and announced the investment during Riyadh (Saudi Arabia) FII8, becoming a significant minority shareholder and won a board of directors. Silverbacks aims to enhance traditional African sports and help AWFC become the leading combat sports platform for African origins.
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