European Attendance Boxing Record:
Anthony Joshua vs Daniel Dubois

Building a Multi-Layered Heavyweight Moment

On 21 September, Wembley Stadium became the focal point for a global audience as Anthony Joshua faced Daniel Dubois for the IBF World Heavyweight Title. This wasn’t a mere sporting event – it was an immersive experience that captivated audiences worldwide. At iVisit Media, creating long-lasting moments like this is in our DNA, crafting narratives that live far beyond the final bell.

Insight-Led, Globally Scaled

As a global full-service agency, tailoring campaigns to ensure cut-through and maximum impact is fundamental. A multi-layered campaign always begins with deep local insight – meticulously researching cultural nuances and consumer behaviours. At the same time, preserving the core of the brand is crucial. This dual approach not only solidifies brand identity, but amplifies its impact in local markets, shaping narratives that resonate on a personal level.

Filling 95,000 Seats at Wembley

To fill the 95,000-seat Wembley Stadium, our strategic planning was dynamic and data-driven. The iVisit team continually adapted and refined the approach based on live analytics, harnessing everyday environments to engage audiences when they least expected it – delivering both scale and depth of reach.

In the weeks leading up to the fight, our Young Professionals network laid the foundations. By utilising over 1,400 digital screens in high-footfall locations – gyms, pubs, bars and barbers – we ensured consistent visibility at every touch point of the consumer journey and transformed each environment into a canvas for the campaign narrative.

Integrated DOOH, OOH & Live Experience

During the campaign we leveraged both digital and physical channels to create an integrated, immersive experience. With 83 million digital screen impressions and 240,000 hand-to-hand interactions, the iVisit team of more than 300 staff crafted a holistic journey for fans.

Combining DOOH and OOH, every moment became a designed touchpoint. From the Face Off at Old Billingsgate Terrace on 16 September, framed by the iconic London Bridge, to the Weigh-In at Trafalgar Square on 20 September, we were embedded in the fight week narrative with AdWalkers, Hand2Hand, DigiVans, Mega Bikes, beer mats and taxis across the city.

Impact, Measured

Following Dubois’ victory, the iVisit team conducted an analytical data report which captured 13,992 audience members at Wembley Stadium. Of those responses, 10,476 attendees selected “Best Experience” as their top choice. The feedback illustrates the depth of engagement and emotional impact created throughout the event – driven by the effectiveness of the multi-layered campaign.

The challenge is not just to be seen, but to be remembered. For Anthony Joshua vs Daniel Dubois at Wembley, we did exactly that.