Joseph Parker's WBO world heavyweight title defence against British boxer Hughie Fury will be aired live on YouTube in the UK and Ireland.

While the promoters for Kiwi heavy-hitter Parker, Duco Events, control rights for New Zealand - where the fight will cost $39.95 via Sky Arena - Australia and Samoa, Fury's promoters Hennessy Sports have opted for a different route in their part of the world.

With no broadcaster secure and the bout for the WBO belt less than three weeks away, the organisation announced on Wednesday (Wednesday night NZ Time) the rights for the UK and Ireland had been secured by YouTube.

REUTERS Joseph Parker shoulders the WBO heavyweight belt while standing with opponent Hughie Fury.

Fight fans in those locations would pay £10 (NZ$18) to watch the fight in Manchester live via the popular online video platform.

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Although the September 24 (NZT) encounter, Parker's first defence of his title outside of New Zealand, had somewhat struggled for traction, Hennessy Sports boss Mick Hennessy felt the YouTube pay-per-view was a significant coup.

"The heavyweight championship of the world is still the biggest prize in sport and can capture the imagination of the public like no other sport," Fury's promoter said.

"For Fury v Parker, we decided to make this event innovative, forward thinking and really push out the boundaries. We've been talking to YouTube for months about bringing boxing to a wider audience through their platform, and are delighted to have found a way to achieve this.

"The way TV viewing is consumed has altered rapidly in the last few years and we wanted to be at the forefront of that change in presenting this fight. As a company, Hennessy Sports, is proud to be playing such a pivotal role in transforming the way in which live boxing content is televised. This is the future of boxing."

Fury himself said he was "thrilled and proud" to be part of what he believed would be a defining moment for boxing.

"Parker is the biggest challenge of my life and he will bring the very best out of me, but I aim to deliver a knockout performance for YouTube viewers who will see me lift the WBO world title at the end of the fight."

The price for the fight in New Zealand still represents a $10-$20 discount on Parker's bigger fights in recent times.