Influencer-led sport: Celebrity boxing hits the headlines.

Guess who’s back, back again?

Floyd “Money” Mayweather, of course. He’s struck a deal to fight YouTuber and celebrity personality Logan Paul in a “special exhibition” match on February 20th.

A class apart. Mayweather is arguably one of the greatest boxers ever (His 50-0 record speaks for itself - as do his 15 world titles). Paul, on the other hand, having only fought once, has already amassed more losses than Mayweather. That said, it is still expected to be one of the most talked about fights of the year. That’s because what Paul lacks in boxing prowess, he makes up for in online popularity (He has 22.6m followers on YouTube, for instance). Welcome to the future; influencer-led sport. This was very clear last time out. Paul may have lost on the night, but he was certainly a winner in the box office. His fight with fellow YouTuber, KSI, generated 1.3m pay-per-view buys worldwide. The largest non-professional boxing match of all time.

Investors are Snoop-ing It’s not just YouTubers looking to cash in, either. Following the global success of the exhibition fight between Mike Tyson and Roy Jones Jr (which likewise generated 1.2m PPV buys), Snoop Dogg and Proxima announced the launch of a new boxing league, "The Fight Club," The series claims it will be a trailblazer in connecting celebrities from various backgrounds “willing to enter the world of boxing”.

Love it or hate it, it’s fair to assume we can expect to see plenty more of it…

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