Betsson-owned online gaming brand Betsafe has been named as title sponsor of this weekend's major boxing event which sees World Boxing Council (WBC) cruiserweight champion Tony Bellew take on David Haye as he makes his second comeback to the sport.
The fight will take place at London's O2 Arena on Saturday March 4th, with Betsafe acting as its main sponsor through a deal with promoter Matchroom Boxing and Haye's own promotional business Hayemaker Ringstar.
The evening will also include fights between British boxers Ohara Davies and Derry Mathews, and 23-year old Sam Eggington against former world champion Paulie Malignaggi. Irish amateur star Katie Taylor will box for the third time in the professional class and IBF World Featherweight champion Lee Selby will also make an appearance.
However the main event will see Haye in his latest comeback attempt, following a three and a half-year hiatus from the sport. The 36 year-old boxer has previously held world titles in the cruiserweight and heavyweight classes, and has only been defeated twice in 30 professional fights.
His opponent, Bellew, has also won 28 bouts in his career, and made his acting debut in the 2015 boxing drama Creed. He has been particularly vocal about his chances of beating Haye, with the two men coming to blows at the first pre-fight press conference in November last year.
Betsafe managing director Nicola Fitton said that this background made the match one of the most hotly-anticipated fights of the year, adding that she was excited to align her company with "such fantastic fighters and such an iconic event."
Matchroom Boxing's Eddie Hearne said he was delighted to have Betsafe sponsoring the fight.
"As we edge closer to fight night the anticipation is rising by the day, there's a sense that we’re heading to a very special night," he said.