Anthony Joshua partners PR agency to launch content and production studio

British heavyweight boxing world champion Anthony Joshua has partnered with a PR, social media and content specialist to launch a content studio and production house.

(L-R) Freddie Cunningham, Andy Bell, Anthony Joshua and Rowan Wilkinson
(L-R) Freddie Cunningham, Andy Bell, Anthony Joshua and Rowan Wilkinson

SBX Studios will produce projects from longform sports and entertainment documentaries and broadcast programming to brand campaigns, YouTube channels, live event content creation, podcasts and more. 

SoapBox London has produced content for Hugo Boss, Turkish Airlines, DAZN and Matchroom, and managed YouTube channels for Joshua, Raheem Sterling and Mo Farah.

It will combine in-house creative and production capabilities, drawing on a global network of creative production talent.

SBX Studios will become custodians of Joshua’s library of exclusive, behind-the-scenes content going back to his professional debut in 2013. 

The business will be led by leadership teams from SoapBox London and 258 Management, with managing director of 258, Freddie Cunningham, becoming a board member of SBX. 

Joshua described the new venture as “a natural step”.

“I have worked with Andy, Rowan and the team for a long time and seen first-hand the quality of output. They have a great knowledge of the industry and I have no doubt we will be able to grow SBX Studios into the industry’s biggest and most respected production house,” he said. 

“Aside from my own personal content projects, I am really excited to follow the stories of other athletes and help them gain mass exposure.” 

Soapbox London managing partner Andy Bell added: “This is a huge moment both personally and professionally. Opening SBX studios is the next step for us. SoapBox London’s core business will always be profile management for athletes and as part of that we have been moving much more into digital content production, so this is an evolution, not revolution. 

“We have amassed a network of amazing production specialists and have multiple projects already in development. Having Anthony as a partner is a big statement of intent. We are collectively committed to creating award-winning work for our clients.”

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