Usyk Revives Promotional Venture with Ambitious Digital Strategy
Oleksandr Usyk, the three-time undisputed world champion, has officially relaunched his promotional company, Usyk17 Promotions, this week. The venture aims to establish a global, digitally focused organisation dedicated to developing the next generation of fighters and fundamentally reshaping how boxing talent is promoted. This revival marks a significant strategic move beyond merely organising fights, focusing instead on building athletes into long-term personalities and commercial brands.
A Digital-First Platform for Modern Boxing
The promotional company will operate as a digital-first platform, prioritising storytelling, media visibility, and structured career development as the core pillars of its innovative model. Sergey Lapin, head of Team Usyk, emphasised that the relaunch reflects a deliberate shift away from traditional promotional structures. 'We don't just make fights, we tell stories,' Lapin stated. 'Modern boxing requires a different framework of engagement with fans and media. Building a fighter today means building their narrative and long-term identity, not only their record.'
From Suspension to Global Ambition
Usyk17 Promotions was originally established in 2020 but suspended its activities following Russia's full-scale invasion of Ukraine. Since that hiatus, Usyk's international profile has soared due to his continued success in the ring, and his management team has significantly expanded its operational experience. The company believes these factors will strongly support its ambitious push onto the global stage, leveraging enhanced visibility and expertise.
Focus on Ukrainian Talent Development
According to the organisation, the promotion will initially concentrate on identifying and developing Ukrainian fighters. The goal is to create a robust pipeline of contenders capable of competing at world level, thereby extending the country's recent success in professional boxing. Usyk's own remarkable rise—from Olympic champion to undisputed cruiserweight and heavyweight champion—is expected to serve as the primary template for athlete development within the program.
Sharing Championship Knowledge
Usyk articulated that the project is designed to pass on the knowledge and infrastructure that supported his own championship journey. 'Champions are formed long before titles,' Usyk explained. 'The path matters more than quick success. My team and I have done tremendous work and gained invaluable experience on the road to my championship belts. We are ready to share it with the new generation of athletes.'
Future Announcements and Parallel Operations
The company has indicated that its first major fighter signings and opening promotional events will be announced later this month. Further details regarding event locations, broadcast partnerships, and fighter rosters remain undisclosed at this time. Notably, Usyk remains actively engaged in his own fighting career while overseeing the relaunch. He positions Usyk17 Promotions as a parallel operation intended to grow alongside his remaining tenure at the pinnacle of the sport, ensuring a synergistic approach to his legacy and the future of boxing promotion.
