The African Warriors Fighting Championship (AWFC) has secured an exclusive partnership with DAZN, a leading London-based sports streaming service, to introduce Dambe—Nigeria’s centuries-old boxing tradition—to a worldwide audience. As part of the agreement, DAZN will serve as the official global streaming partner for the Dambe World Series, a five-event tournament showcasing Nigeria’s top fighters against international contenders.
This collaboration represents a major step in Dambe’s global expansion. Though the sport has already gained interest online, attracting over 15 million YouTube views via AWFC’s broadcasts, DAZN’s extensive reach could significantly elevate its profile, much like the UFC did for mixed martial arts. In 2023, AWFC also partnered with Stake, an online casino renowned for its sponsorship of global sports such as football and Formula One, marking Dambe’s first international sponsorship deal.
“Dambe is a sport with deep cultural roots and immense athletic appeal,” said Maxwell Kalu, founder of AWFC. “Partnering with DAZN allows us to introduce it to a global fanbase. We are confident that 2025 will be the year Dambe captures the attention of fans worldwide.”
Founded in 2018, AWFC has been at the forefront of promoting professional Dambe events, aiming to establish the sport’s international presence. Its 2024 “King of Dambe” tournament even featured the sport’s first European competitor. The upcoming Dambe World Series, set to launch in June 2025, will build on this momentum, positioning Dambe as a global combat sport.
Beyond streaming, AWFC sees this partnership as a game-changer for the commercial viability of Dambe. The organization aims to attract sponsorship deals, merchandising opportunities, and a broader international fanbase. If successful, Dambe could transition from a regional tradition into a globally recognized sport, following in the footsteps of other combat disciplines.
“There’s been a significant rise in global interest for combat sports,” Kalu noted. “It aligns with changing viewer habits, where people prefer fast-paced, bite-sized content. The challenge for Dambe has been awareness. It has long existed with a vibrant ecosystem, but it remained relatively obscure. We are now raising the production standards where necessary.”
AWFC currently organizes fights across Nigeria through a network of partner arenas, drawing local paying spectators and streaming the matches online. According to Kalu, the sport has built dedicated followings in the US and Brazil, regions that are embracing Dambe as an exciting addition to the combat sports landscape.
DAZN, often referred to as the “Netflix of Sport,” boasts 20 million paying subscribers across 200+ countries and holds streaming rights to premier sporting events, including boxing, football, and the NFL. In 2023, the company reported $2.8 billion in revenue and is backed by major investors, including billionaire Sir Len Blavatnik’s Access Industries.
By securing exclusive broadcasting rights to Dambe’s most significant events, DAZN is betting on the sport’s crossover appeal. For AWFC, this deal provides a crucial platform to showcase the best of Nigerian combat sports on a global stage.
