The online sportsbook operator has entered into a partnership with Boxxer, the boxing company promoting the fight.
As the official odds partner, Bet365 branding will be visible across all pre-promotion and media activity including press conferences, open workouts and weigh-ins. The company’s logo will also have 360-degree advertising on the ring corners, ropes and toblerones at the event.
There will also be Bet365 branding on the venue’s screens, banners and boards.
Bet365 will be featured heavily on Boxxer’s social and digital content, with the operator providing exclusive in-play optimisations to the boxing promoter.
A spokesperson for Bet365 said: “Live on Sky Sports and brought to you by our partners at Boxxer, we’re thrilled to be part of this huge night of British boxing.
“It’s going to be an explosive night on 21 January, and Bet365 has you covered with a huge selection of pre-fight markets. Once the bell rings, our industry-leading in-play product will take centre stage, with live odds and bet boosts throughout.”
The bout between the two British boxers will be hosted at AO Arena in Manchester, with the main ring walks expected to start at 10.15pm GMT. Broadcasting of the fight is shared between Sky Sports Box Office in the UK and DAZN for US viewers.
In April of 2022 Bet365 and Boxxer had previously signed a partnership extension providing similar advertising coverage to the deal agreement for the Chris Eubank Jr and Liam Smith fight.
This deal expired at the end of 2022, but the two companies continue to work together on Boxxer’s showcase events.