Sky Sports’ Adam Smith says women’s boxing needs to ‘move towards total parity and equality in pay’

A peak audience of over one million viewers tuned in to watch Claressa Shields beat Savannah Marshall to become the undisputed middleweight world champion – the most-watched women’s professional boxing event in history.

Shields unified all four of the major middleweight titles and capped off a historic night in female boxing by beating Marshall via unanimous decision with scores of 96-94, 96-94 and 97-93. 

In total, live coverage of the all-female card – which saw Olympic gold medallist Lauren Price, Olympic bronze medallist Karriss Artingstall and Tokyo Olympian Caroline Dubois take to the ring – reached over two million viewers.

Meanwhile, more than six million people watched clips of Shields vs Marshall on Sky Sports’ digital and social platforms shortly after the fight took place at the O2 on October 15. 

Sky Sports’ boxing chief Adam Smith described the all-female card as a ‘pivotal event’ and said it ‘exceeded all expectations’ but insisted they had work to do to ‘build on’ the momentum. 

Shields vs Marshall was the most-watched women’s professional boxing event in history

Adam Smith said the all-female card was a ‘pivotal event’ and said it ‘exceeded expectations’

Smith said: ‘I think it was a watershed moment. It was an absolutely pivotal event. Something we have been working behind the scenes on at Sky for many, many years.’ 

When asked about how the fight came about, Smith said: ‘It was the culmination of everything. BOXXER took the idea and they – along with Dmitriy Salita and Hennessy made the fight – Claressa Shields and Savannah Marshall. 

‘We needed a big main event, which was an elite fight within the sport regardless of whether it was male or female. They have had an incredible rivalry. Everything from their characters to their different styles. I think we needed that. 

‘Then Top Rank, our other partners, came in with an almost equally as good unification, super featherweight fight between Mikaela Mayer and Alycia Baumgardner. 

‘To have both of them on the show just encouraged all the other fantastic talent we have to want to be on it. It almost came to a point where we had to hold fighters back. 

Shields (L) beat Marshall (R) via unanimous decision with scores of 96-94 and twice 97-93

A peak audience of over one million viewers tuned in to watch Shields (above) become the undisputed middleweight world champion

‘Caroline [Dubois] was saying I have to be on it and Karriss [Artingstall] and Lauren [Price] were saying they didn’t want to share a bill together as they wanted to support each other of separate nights but they turned around and said we have to be a part of this. 

‘I think it was planned for a while but in reality it just exceeded all expectation.

‘We opened it up and decided not to have it on Box Office. We hoped for really good numbers but it was all about showing our amazing women to the world.’

Sky’s decision to open up the coverage of the all-female card proved to be effective as BOXXER recently revealed that it was the second highest watched professional boxing show since 2014. The event was also screened in 150 countries worldwide.

The show’s success on October 15 has cemented Sky’s belief that female boxing has the potential to grow it’s fan base and match male viewing figures. Therefore, they will continue to promote and support the women’s side of the sport. 

The card took place in front of a sell-out crowd at the O2  and was broadcast in 150 countries

However, when asked whether female fights would become pay-per-view, Smith said they needed to take it ‘one step at a time’. He went on to add that there needed to be a ‘move towards total parity and total equality in pay’.  

Smith said: ‘I think it’s one step at a time. Sky Box Office events are decided at the time and depending on the fight. 

‘Also, we are very aware about the state of the nation at the moment and I think it’s very important to pack our Sky Sport schedule for the widening of the audience and to give quality on Sky. 

‘If and when the opportunity for Sky Box Office events come around, absolutely we should look at male, female and everything. 

‘I think Shields vs Marshall, if they fight again, everyone will want to watch it. People have said to me that they didn’t feel like they were watching men or women on Saturday night. They felt they were watching great boxing. 

Smith has said there needs to be ‘total parity and equality in pay’ between men and women

‘That is something we have been aware of for a long time. I can look back at the last three or four years and I would say of the 10 greatest fights I have seen, probably five are female. 

‘I think this has great potential. Especially off the back of all the other women’s sport that is happening. From the Lionesses, seeing Jill Scott walking Savannah out, to the rugby, the golf, the netball. It’s an amazing time now that women’s sport is enjoying. 

‘For boxing, this is our announcement. I want to make it clear, if we do Box Office events in the future, we will be very much looking at the women as well as the men.

‘There is for me, a move towards total parity and total equality in pay. That’s going to take time but it’s really good that the fighters are earning far more than they previously were. I think Katie Taylor has been an absolute pioneer for women’s boxing.

‘Will we go at it again? Absolutely. Will it be an event like the O2? Possibly. Will it be an event on Sky Sports? Absolutely. Will we have events featuring top, top women in top, top, fights on Sky Box office? Absolutely.

Smith wants Lauren Price (left), Karriss Artingstall and Caroline Dubois to ‘headline shows at major stadiums in the next three years’

Price, Artingstall (above) and Dubois all went to the Olympics before turning professional

‘We obviously need to look at that as and when. Like we do with all our Box Office events. They have to be right at the time. At the moment the time is right for Sky Sports shows.’

However, Smith was adamant that they must use this ‘pivotal moment’ to ‘build on’ the momentum that came from that historic night at the O2. 

The head of boxing at Sky Sports said he would love to see Price, Artingstall and Dubois ‘headline shows at major stadiums in the next three years’. 

He said: ‘We [Sky Sports Boxing] are going to sit down and plan our next actions. We are all obviously enjoying the after glow but it is really important we use this pivotal moment as something to build on. 

‘Hopefully we can work towards, what my dream is, to have the likes Lauren, Karriss and Caroline headlining shows in major stadiums within the next three years.