While hardcore boxing heads bemoan the influx of influencer boxing events, some in the industry see a growth opportunity for the sport.
You can count amongst them promoter Eddie Hearn, who sees their inclusion in the sport as a way to tap into a new audience that normally wouldn’t be exposed to boxing.
“I just think it became big because the world is changing,” the Matchroom Boxing boss told SportBusiness.
“You have all these celebrities or influencers or content creators that are engaging with audiences that have earned the right to do whatever they want and they chose boxing… at least it gives us a chance to convert those people.”
Matchroom Boxing’s chief executive Frank Smith holds a similar view. He says that boxers should not forget that in a crowded marketplace it’s important to build your brand and social media following, something that influencers, by definition, do exceedingly well.
It’s this digital reach that has guaranteed influencers such monumental paydays, often leaving world-rated boxers scratching their heads as to why their own purses are so low.
The reason, says Smith, is that storylines sell fights.
“That’s on them,” says Smith. “These [influencers] are tremendous marketeers and brands in their own right. Elite fighters can learn a lot [from influencers]. Despite being tremendous individuals, sometimes [fighters] don’t understand that element. It’s not just about being the best boxer in the world if you haven’t got that personality.”
Matchroom Boxing has an exclusive broadcast deal in place with streaming service DAZN, who also broadcast many influencer fights including those by Jake Paul’s Most Valuable Promotions.
But rather than seeing them as competition, Hearn and Smith see it as a something of a symbiotic relationship.
“The argument is if DAZN added 1.3 million subscribers from a given fight, firstly, how many stayed?” said Hearn. “Then, how many of the 1.3 million watched a fight like Monaco [on November 4]? The answer is probably down towards 10 per cent. But if they do decide to like it and start to follow boxing, that can only be a positive.
“And we don’t know these people who follow a boxing influencer. Maybe it gets them to an amateur gym. When they go to an amateur gym, maybe they’re falling in love with boxing, when they fall in love with boxing they won’t want to watch influencers anymore.”
Smith added: “I think it’s good for the sport. I really do. I don’t think you’re going to see the impacts in the boxing we deliver today. I think it’ll be in 10 years.
“Anything that drives a new audience or generation to the gym, then we’re going to be good. It doesn’t matter whether they start watching in five or 10 years time. If they’re into boxing, that’s good.”
