Fans flock to see Mike hike

IBF and LeSport embarking on five-year plan

Former boxer Mike Tyson reacts as he is awarded the charity ambassador of IBF China, during the weigh-in of International Boxing Federation (IBF) World Championship Bout at the Mutianyu section of the Great Wall of China, on the outskirts of Beijing, China, May 24, 2016. [Photo/Agencies]

The International Boxing Federation sees a big future for the sweet science in China, and is backing it up with a five-year strategic partnership with LeSport.

Under terms of the agreement, IBF China, LeSport and Chinese promoter Rejoy Group will facilitate webcasting of upwards of 100 IBF pro tournaments throughout the nation, aimed at solidifying the Chinese fan base.

"The IBF is a brilliant boxing brand with great global influence," LeSport CCO Liu Jianhong said at the IBF convention in Beijing this week.

"LeSport is very optimistic about China's professional boxing market. With this partnership, LeSport will enjoy the rights of live webcasting of all IBF China events and we intend to deliver the most excellent online viewing experience possible.

"As well, we will jointly explore the pay-per-view model of live broadcasts in order to promote the development of China's boxing industry."

Liu said a recent independent survey indicated China has more than 80 million dedicated boxing fans, which underlines the business value of the new agreement.

"The win-win cooperation between IBF China and LeSport will definitely accelerate the professionalization of the sport in this country," he said.

One luminary who doesn't need convincing is legendary ring announcer Jimmy Lennon Jr., who was mobbed by fans at the weigh-in for Wednesday night's world flyweight title rematch between Amnat Ruenroeng of Thailand and No 1-ranked Johnriel Casimero of the Philippines at Beijing's Diamond Stadium.

"It's very apparent that Chinese fans love their boxing, so anything that helps grow the sport here is a huge plus," Lennon said between posing for photos at the Mutianyu section of the Great Wall.

"I am really impressed by the passion these fans are showing for the sport, and IBF China is definitely on the right track in doing everything they can to deliver what the people want to see."

murraygreig@chinadaily.com.cn