Oleksandr Usyk has officially relaunched his promotional company, Usyk17 Promotions, with plans to build a global, digitally focused organisation aimed at developing the next generation of fighters and reshaping how boxing talent is promoted.
The three-time undisputed world champion confirmed the revival of the venture this week, outlining a strategy that centres not only on organising fights but also on building athletes into long-term personalities and commercial brands.
The promotional company says it will operate as a digital-first platform, prioritising storytelling, media visibility, and structured career development as key pillars of its model.
Usyk17 Promotions was originally established in 2020 but suspended its activities following Russia’s full-scale invasion of Ukraine.
Since then, Usyk’s international profile has risen significantly through his continued success in the ring, and his management team has expanded its operational experience, factors the company believes will support its push onto the global stage.
Sergey Lapin, head of Team Usyk, said the relaunch reflects a shift in approach from traditional promotional structures.
Oleksandr Usyk has officially relaunched his boxing promotion company, Usyk17 Promotions
Usyk pictured fighting Tyson Fury at the Kingdom Arena in Saudi Arabia on May 18, 2024
Sergey Lapin, head of Team Usyk and pictured on the left, said the relaunch reflects a shift in approach from traditional promotional structures
‘We don’t just make fights, we tell stories,’ Lapin said. ‘Modern boxing requires a different framework of engagement with fans and media. Building a fighter today means building their narrative and long-term identity, not only their record.’
According to the organisation, the promotion will initially concentrate on identifying and developing Ukrainian fighters, with the aim of creating a pipeline of contenders capable of competing at world level and extending the country’s recent success in professional boxing.
Usyk’s own rise from Olympic champion to undisputed cruiserweight and heavyweight champion is expected to serve as a template for athlete development within the program.
Usyk said the project is designed to pass on the knowledge and infrastructure that supported his own championship journey.
‘Champions are formed long before titles,’ Usyk said. ‘The path matters more than quick success. My team and I have done tremendous work and gained invaluable experience on the road to my championship belts. We are ready to share it with the new generation of athletes.’
The company indicated that its first major fighter signings and its opening promotional events will be announced later this month. Further details on event locations, broadcast partnerships, and fighter rosters have not yet been disclosed.
Usyk remains active in his own fighting career while overseeing the relaunch, positioning Usyk17 Promotions as a parallel operation intended to grow alongside his remaining time at the top of the sport.
