Top Rank Is Fighting for a 24/7 Boxing Market

Social media and storytelling give the promoter and its partners relevance beyond bouts

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Tyson Fury is one of the biggest names in the boxing world and the most recognizable fighter in promoter Top Rank’s stable. He’s a formidable social media presence with more than 10 million followers.

The WBC heavyweight champion doesn’t need much help navigating modern marketing. But a changing boxing landscape has the sport looking for any advantage it can get over myriad other entertainment options.

Top Rank Boxing knows a bit about that hustle. Founded in 1973 by promoter Bob Arum (who still serves as CEO) and Muhammad Ali’s former manager Jabir Herbert Muhammad, Top Rank’s nearly five decades of fights have featured luminaries including Fury, Ali, Oscar De La Hoya, George Foreman, Marvin Hagler, Juan Manuel Marquez, Manny Pacquiao and Floyd Mayweather Jr.

Last year, when Top Rank was looking for someone to manage its corporate partnerships, social media, marketing and revenue growth, it looked outside the sport to former G/O Media...



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