Influencer boxing matches began to garner high viewership with KSI’s first boxing fight against Joe Weller in 2018 and have become more common over time, with fighters boasting lofty reputations increasingly willing to be involved because of the money on offer.
At the same time, boxing’s reputation has taken a hit because of difficulties arranging fights at the highest level and the influx of money from Saudi Arabia, which has become a prominent player in the professional arena.
Some believe that influencer fights attract new fans and are helping safeguard the future of the sport, while others argue they render it a laughing stock.
“Jake Paul has done a lot of good for boxing, especially women’s boxing,” Crolla says. “He is putting on some big nights and bringing new people into the sport.
“I worked the fight he had with Tommy Fury and so many young kids were coming up to me saying ‘you were at the fight!’, and they didn’t even recognise me from my own career.”
But the benefits of big names like Paul taking to the ring come at the cost of heritage and history.
“It does make a mockery of the sport,” Price concedes. “I watched Rod Stewart’s son get knocked out the other day – these things do turn it into a joke.
“The sport has got this far without things like that going on, so I don’t think it’s needed for boxing to survive.
“But the fact there is a tiny percentage chance an influencer is going to knock somebody out is what makes lots of these people tune in. It’s a new generation of fight fans and, like it or loathe it, views matter.
“The old school fighter who got his head down, worked hard and did his talking in the ring is sadly a dying breed.”