by Jason Piccolomini

The Paul Brothers celebrating Jake’s (left) win over Ben Askren
Boxing has long been one of the most popular sports in the world. Various outlets list boxing as a top-10 sport in terms of popularity, and Sports Brief has boxing ranked sixth due to worldwide participation. Once filled with greats such as Muhammed Ali, Joe Frazier, George Foreman and Mike Tyson, boxing has steadily been on the decline.
Participation is the main thing keeping boxing’s pertinence. Realistically, anyone can train to become a boxer at any age. The fact that you are fighting for yourself and not for a team makes the path to the pros completely in your control. Social media stars have recently tried their hand at the sport. Influencers such as Jake Paul, Logan Paul and KSI have helped bring boxing back into relevancy.
BOXING’S RELIANCE ON SUPERSTARS
Boxing has gradually lost public interest. According to a 2021 survey on Statista only 12% of the 2,200 respondents were avid boxing fans. Casual boxing fans made up 25% of the group, and 63% were not boxing fans at all.

Percentage of men interested in boxing in 2021
Many people don’t pay attention to boxing unless a big name is involved. Floyd Mayweather has been the big name of this generation. Boxing PPV buys from 2014-2016 tell how boxing needed Mayweather for revenue. In 2014, Mayweather-Marcos Maidana was the top event, with 900,000 PPV buys. Mayweather’s 2015 megafight with Manny Pacquiao shattered PPV numbers with around 4.4-4.6 million buys. Mayweather didn’t fight in 2016, and PPV numbers declined. The highest-earning PPV was Canelo Álvarez-Amir Khan, earning close to 600,000 buys.

PPV buys between boxing and UFC from 2002-2017
Mayweather returned in 2017 and fought UFC megastar Connor McGregor in his first-ever boxing match. The PPV was the most-bought boxing event of 2017 and the second-most-bought boxing event of all time, with 4.3 million buys.
The fascination behind these numbers is that the most-bought boxing fights in those years were not recognized as the best. Anthony Joshua-Wladimir Klitschko only earned 1.6 million buys in 2017 yet won the Fight of the Year awards.

Floyd Mayweather (left) striking Conor McGregor in their 2017 bout
SOCIAL MEDIA STARS ARE BOXING’S NEW DARLINGS
The top fights of 2018 show boxing’s shift. Joshua-Joseph Parker reeled in 1.8 million PPV buys, which was the most that year. Álvarez’s rematch with Gennady Golovkin II brought in 1.1 million PPV buys and was named Fight of the Year by The Ring. In the middle of those two fights, YouTubers Logan Paul and KSI earned 1.3 million PPV buys in an exhibition bout. Paul-KSI set the record for the largest non-professional boxing match of all time in their first and second-ever boxing matches, respectively.
Their rematch in 2019 became the fifth-most-bought boxing PPV of all time with 2.0 million buys. It was also the third most streamed fight that year behind Joshua’s rematch with Andy Ruiz and Álvarez-Sergey Kovalev, according to DAZN.

KSI and Logan Paul’s rematch being ranked in the top 5 boxing PPVs of all time
Paul’s next boxing match came in 2021 against Mayweather. Despite the match being an exhibition and coming four years after Mayweather’s last professional fight, the event still earned roughly 1.0 million PPV buys. However, the attention has shifted from Mayweather being the top draw to Paul.

Two of of the five top boxing PPVs of 2021 being social media influencer events
Logan’s brother, Jake, is now a professional boxer. The YouTuber has taken the boxing world by storm since his first fight. Jake defeated former NBA star Nate Robinson on the Tyson-Roy Jones Jr card. The event garnered over 1.6 million buys, leading 2020. Jake’s knockout of Robinson led to virality, thus birthing boxing’s next star.

Nate Robinson laying down knocked out in the second round of his fight against Jake Paul
CONTINUED DOMINANCE
Jake had a successful 2021 year in the ring. His bout with Ben Askren was the most-bought fight of the year, according to EssentiallySports.com. That number ties the Mayweather-Cotto fight as the 10th best-selling PPV of all time. Later in the year, Jake’s fight with Tyron Woodley raked in roughly 500,000 PPV buys. To put that number in perspective, the last fight in the Tyson Fury-Deontay Wilder trilogy saw 600,000 buys, ranking fifth in the year.

Jake Paul and Ben Askren’s fight cracking the top 10 boxing PPV buys of all time
Boxing was the world’s fourth-most popular sport in 2021, according to a Harris Poll reported by BoxingJunkie.com. That same poll showed that Jake was the fourth-most recognizable active fighter. Logan and Jake’s fights were the second and third most recognizable that year, respectively.

The most popular sports among regions. Boxing is ranked second in Latin America, third in the Asian-Pacific, and fifth in the Middle East/Africa.
With Mayweather retired from professional boxing, new stars are needed. On the Harris Poll, Jake was tied for the 15th-most-liked fighter out of the 20 presented. People watch Jake to either see him keep his undefeated streak or hope he gets knocked out. According to the Global Web Index, boxing is the second-most popular sport in the world among young people. Social media influencers will help boxing’s young demographic stay invested.






































