Beats doesn’t just sponsor athletes. It builds moments. But for the fight, AJ vs. Klitschko at Wembley, getting inside the story without an official partnership wasn’t a challenge. It was an opportunity.

Beats Media House, a live, reactive content engine turning fight night into a real-time brand moment. No waiting. No post-production. Just instant, culture-driving content. We partnered with Sky, embedding Beats into the live broadcast, pulling exclusive footage mid-fight to create reactive branded content, while the world was still watching. Behind-the-scenes content dropped in real time, making Beats part of the story as it unfolded.