Boxing in Times Square: A Game-Changer for Sports, Sponsorships, and Branding

On May 2, 2025, Times Square will transform into an open-air boxing arena for the highly anticipated “Fatal Fury: City of Wolves” event. Featuring Ryan Garcia vs. Rolando “Rolly” Romero, alongside major bouts like Teofimo Lopez vs. Arnold Barboza Jr. and Devin Haney vs. Jose Ramirez, this fight card is set to make history. More than just a boxing event, this night presents an unprecedented marketing and branding opportunity for sponsors, advertisers, and businesses looking to engage with a global audience.

Boxing in Times Square: A New Era of Sports Entertainment

Unlike traditional venues such as Madison Square Garden, this event leverages the iconic appeal of Times Square, one of the most visited and photographed locations in the world. With its massive digital billboards and high foot traffic, this setting provides unmatched brand exposure. The combination of live attendance, digital streaming, and broadcast reach makes it a hybrid marketing model that blends experiential branding with a massive media presence.

Fans will have multiple ways to engage with the event. A limited number of VIP tickets will provide exclusive access to the ring, while thousands of spectators will gather around designated viewing areas. Additionally, Times Square’s high-definition LED screens will ensure that those in attendance can follow the fight in real-time. For the millions unable to be there in person, the fight will be broadcast globally on DAZN pay-per-view, ensuring extensive international visibility.

Teofimo Lopez vs. Arnold Barboza Jr.: A Must-Watch Title Fight

One of the most anticipated matchups features Teofimo Lopez (21-1, 13 KOs) defending his WBO Super Lightweight title against Arnold Barboza Jr. (32-0, 11 KOs). Lopez, a former unified lightweight champion, brings his explosive power and star appeal, while Barboza, coming off a career-defining victory, is determined to prove himself at the elite level.

This fight offers significant sponsorship opportunities. Lopez, already a marketable figure in boxing, is a prime candidate for endorsements from fitness, apparel, and luxury brands, while Barboza’s undefeated record and underdog story create a compelling marketing narrative. Companies seeking to align with resilience, a championship mindset, and elite athleticism will find this bout an ideal branding vehicle.

Devin Haney vs. Jose Ramirez: Welterweight Battle with Marketing Appeal

Another key fight sees Devin Haney (31-0, 15 KOs) facing Jose Ramirez (29-2, 18 KOs) in both fighters’ welterweight debut. Haney, known for his technical brilliance, is making a fresh start in a new division following a controversial no-contest against Ryan Garcia. Ramirez, a former unified champion, believes moving up in weight will revitalize his career.

For brands, this fight is an ideal marketing opportunity to tap into diverse audiences. Haney, with his youthful appeal and undefeated record, is a top target for fashion, sneaker, and tech sponsorships, while Ramirez’s connection to the Latino boxing fanbase presents a strategic demographic for community-driven brands and lifestyle partnerships.

The Marketing Power of Times Square Boxing

This event represents the future of sports sponsorships, integrating traditional and digital advertising in a high-impact setting. Unlike a typical boxing match confined to an indoor arena, this fight will take place in the heart of a globally recognized urban center. The Times Square billboards, on-screen digital ads, and fighter endorsements provide multiple layers of brand integration.

Companies looking for real-time audience engagement can capitalize on social media buzz. With millions of fans posting about the fight on Instagram, TikTok, and Twitter, brands associated with the event will gain organic visibility at an unprecedented scale. Additionally, streaming ads, sponsorship placements on fighter gear, and ring-side branding ensure that sponsors reach a broad audience both in person and digitally.

What’s Next for Boxing and Branding?

The Times Square boxing event is just the beginning. Turki Alalshikh, the chairman of Saudi Arabia’s General Entertainment Authority, has made it clear that he plans to continue pushing boxing into unconventional and globally recognized locations. Future events may take place at landmarks like the Eiffel Tower, the Colosseum, or even Alcatraz Prison, bringing a new level of cultural significance to combat sports.

For brands and sponsors, this shift toward iconic-location boxing events represents a new era of experiential marketing. With a global audience, premium branding placements, and social media amplification, sponsors have the chance to be part of sports history. Whether through apparel sponsorships, live-stream advertising, or digital integrations, companies that align with these high-profile events will benefit from a level of exposure that few other marketing platforms can provide.

Final Thoughts

Boxing in Times Square is more than a fight; it’s a revolution in sports marketing. With an unparalleled setting, high-profile fighters, and a built-in global audience, this event is set to redefine how brands engage with live sports. As May 2 approaches, sponsors and advertisers looking to make an impact should recognize this as a once-in-a-lifetime opportunity to be part of a cultural moment that transcends boxing.

By Vincent Logozzo & Ryan Rechten