How Can Boxers Build A Knock-Out Brand While Killing It In The Ring?

Contribution from freelance writer Jackie
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World-class boxers like Manny Pacquiao make millions in the ring per match, but they also rely heavily on endorsements to boost their net worth, with Pacquiao himself said to have an earning potential of over $50 million from commercial endorsements. Boxing prowess, hard work, and a good record are the key pillars to success, but making the most of one’s talent is a matter of great marketing and branding. What do top boxers like Pacquiao, Mayweather, or Sugar Shane Mosley have to teach boxers about leveraging their boxing reputation through strategic branding?
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The Age Of Reality
Ring TV’s Eric Raskin points out that modern boxers are taking advantage of the popularity of reality TV to reach wider audiences. You only need to look at the plethora of boxing documentaries/reality shows to glean the extent to which humanizing boxers and sharing their often incredible life stories can pique audience interest. Just a few shows with large viewings in recent years have included The Maverick (7.9M views on YouTube), Tyson Fury Road to Redemption (2.5M views), and Manny Pacquiao - PacMan (2.9M views). Boxers are also letting their fans in on everything from their diet to training regiments via Instagram stories, YouTube channels, and other social media genres.

Building On Empathy
Boxers are connecting with audiences on a deeper level, with boxers like Pacquiao known and loved for their authenticity and their ability to appeal to ideals such as the value of hard work and the power of the underdog to rise above his opponents through grit and determination. Boxers wishing to extend their brand need to align with the values of younger generations, so if you are wanting to take your name to a wider audience, ensure that your name is associated with values such respect for diversity, alliance with the right causes, and a desire to effect positive change. Online marketing strategists recommend inclusivity in everything from websites to social media channels. Showing you respect minority and diverse groups through your content and the images you choose for your channels will mark you as a modern boxer who isn’t stuck in antiquated ways of thinking.

Choosing Bankable Opponents
Choosing an opponent that will bring your name to a wider audience should be on your mind when building a brand, since mismatched competitions can result in an audience losing interest. Recently, renowned boxers have shown how marketing can work to join bases of two different fight modalities - as occurred in the Floyd Mayweather-Conor McGregor fight. Mayweather made a record $275 million for this fight, while McGregor took home around $85 million - impressive yet understandable, considering that the fight generated an impressive 4.3 million pay-per-view purchases. Recently, Mayweather has announced that he will be taking on the relatively inexperienced YouTube star, Logan Paul, in a match to be held in February. Without a doubt, the event will also result in big earnings, both for the fighters and for the event organizers.

Boxers wishing to build a strong brand must rely on strategy in everything from their choice of social media content to the opponents they choose. Those who are just starting out can learn plenty from the greats - including the value of authenticity and the importance of sharing one’s story. Boxers often have incredible tales of valor to share, and many have inspired children and adults across the globe to face life and its challenges with their gloves on.​