Rumble in the Jungle Rematch was a live event that ran in London for 78 nights in the autumn of 2023 and is currently in discussion for international touring.

A groundbreaking immersive experience that reimagines the iconic Muhammad Ali v George Foreman fight of 1974 by bringing to life the cultural context as well as the fight. We used dormant IP to create a unique live event: theatrically-live, festival-vibe, maximising archive, playing with factual narrative, wowing audiences. We attracted generations of families and audiences beyond sports fans. We attracted a socio-economic and ethnically diverse audience that sport talks about and theatre dreams of. Sold out performances inspired, educated and entertained.

The fight is surrounded by a groundbreaking music festival – Zaire ‘74 – brought to life through a live band – The Zaire ‘74 All-Stars.
Steve Bunce called it “A Night of Pure Wonder”, The Times ‘A Knockout’.

Our Objectives:
• Connect generations and communities through iconic sporting stories
• Create a new format in sports entertainment
• Build a long running, tourable immersive experience with a story that has global appeal, reaching audiences outside of traditional sport: new Rematch IP for exploitation
• Establish a sustainable business model that has a positive impact on the world and is commercially successful in the long term.

Target audiences for London 2024: We focused on 1. Sports fans 2. Theatre goers 3. Diverse communities, particularly the African diaspora in London.

Business Context: In 2019 we delivered a show for Wimbledon – the Wimbledon 1980 Rematch experience focusing on the Borg v McEnroe final. It was an award-winning triumph that proved the concept.

Business Objective for the Rumble Rematch show: This time round we needed to prove we could run a show for 3 months with a creatively excellent product and attract a wide range of audiences. We nailed it.