Facebook In Content Partnership With Soapbox And Sbx Studios

Facebook has announced a new 12-month partnership with content production house SBX Studio to develop and produce original Instagram content for a number of high profile sporting names on the roster of SBX Studios’ sister company, Soapbox London.

The partnership will see SBX Studios develop and produce content for two-time heavyweight champion boxer Anthony Joshua exclusively on Instagram and Facebook for a 12-month period, as well as for their other talent including leading boxing promoter Eddie Hearn and Red Bull Racing reserve driver Alex Albon.

Underlining Facebook’s aim to support both emerging and established talent on Instagram, the content will give their audiences an intimate and engaging insight into the day to day lives of each star as they participate in some of the biggest moments in the sporting calendar throughout 2021 and beyond.

Content strategy and channel management for the project will be carried out by SoapBox London.

“We’ve built a strong working relationship with the Facebook team over the last few years, having worked with them closely on a number of projects,” said Iwan Llewelyn, Head of Digital, Soapbox London.

“It’s testament to this, and their support of emerging and existing talent on the platform that we can enter into a partnership of this kind. 

“We’re always aiming to push the boundaries, working closely with our talent to produce forward-thinking content for their channels and this partnership gives us the freedom to delve even deeper and do more. We’re excited to provide fans with a unique insight into the lives of Eddie, Anthony and Alex over the next twelve months.

Managing Partner of SBX Studios Rowan Wilkinson said: “Our focus at SBX Studios is to develop authentic and original content collaboratively with talent and this partnership with Facebook allows us to do this in it’s purest form, whilst also drawing on the social media expertise of our sister company Soapbox London.

“We’re fully committed to making a big success of this partnership and we’re very grateful to Facebook for the backing.”

Cris Bowyer, Athlete Partnerships Manager, Facebook, added: “We’re delighted to be partnering with SBX Studios on this. Giving athletes an authentic and purposeful voice is at the heart of what we do. SBX and Soapbox London have led the way when it comes to athlete-driven storytelling and innovative content on our platforms, with both Anthony and their entire talent portfolio. We can’t wait to work with them to continue supporting their athletes during what is shaping up to be an incredible year of sport ahead”

SBX Studios was set up in October 2020 by sports communications agency Soapbox London and Anthony Joshua to provide original talent-focused sports and entertainment content for brands and broadcasters.