Why Are Brands Snubbing Rising Fighters? The Harsh Truth About Sponsorship in Boxing

By Billie Sloane, IFL TV

Let’s cut straight to it—sponsorship deals are the holy grail for most fighters. They offer financial stability, brand exposure, and a much-needed buffer from boxing’s unpredictable paydays. Yet, while a select few at the top rake in fat endorsement checks, many rising fighters are left fighting just to pay the rent. It begs the question: why aren’t more young fighters getting the sponsorship deals they desperately need?

In a sport as unpredictable as boxing, where fight schedules are sporadic and purses can fluctuate wildly, sponsorship could be the difference between a promising talent staying in the game or throwing in the towel. So, what’s stopping brands from investing in the stars of tomorrow? Are they just playing it safe by backing only proven champions, or is the boxing world failing to market its future icons?

The Harsh Reality: Boxing’s Unpredictable Paydays

Boxing might look glamorous on the surface, but for most rising fighters, it’s a financial minefield. Unlike footballers or basketball players, boxers don’t have guaranteed contracts or regular paychecks. They’re paid per fight—sometimes three fights a year, sometimes just one. If an injury strikes or a fight falls through, that payday disappears.

Maxi Hughes is a prime example of this harsh reality. Just days after he pulled off an upset to become a world champion, Hughes was back on a building site earning his keep. Why? Because even with a world title around his waist, the stability of a steady income was something boxing simply couldn’t offer him. It’s a sobering reminder that even at the top, financial security is never guaranteed.

Now, imagine what it’s like for a young fighter trying to make their way up the ranks. No big-name promoter, no TV deals, and no sponsorship. They’re juggling full-time jobs with training, sacrificing sleep and time with their families just to chase a dream that may or may not pay off.

Why Aren’t More Brands Backing Rising Talent?

Sponsorship should be a no-brainer, right? Boxing is a global sport with a passionate fanbase. Yet brands remain hesitant to invest in up-and-coming fighters. One reason is obvious—risk. Backing an unproven fighter is a gamble. Will they go on to be the next Tyson Fury or fade into obscurity after a handful of fights?

In contrast, established stars offer a safer bet. Anthony Joshua, with his clean-cut image and global appeal, has deals with everyone from Under Armour to Hugo Boss. Canelo Alvarez has tequila brands and sportswear deals falling at his feet. But what about the kid from the local gym with 10 wins, 8 knockouts, and zero mainstream recognition? For many brands, it’s easier to wait and see if they make it big before taking a chance.

The Power of Grassroots Support

But here’s the flip side—what if brands did take that chance? Supporting fighters early on not only helps build careers but also creates lasting loyalty and authentic connections with fans. Imagine if a local clothing brand backed a future world champion from day one. When that fighter hits the big time, the brand’s association becomes part of the story.

Grassroots support can change lives. Sponsorship money could cover training expenses, travel costs, and even allow fighters to focus solely on their craft without worrying about part-time jobs. More importantly, it could give boxing’s rising stars a fighting chance—literally.

Ben Shalom of Boxxer has frequently emphasized the need for more investment at the grassroots level. “It’s the fighters at the beginning of their careers who need the most help, not just when they’ve made it,” Shalom told IFL TV. He’s right. If the industry doesn’t start backing its future stars early, how many potential champions will slip through the cracks?

The Struggle for Stability: Loans, Insurance, and the Everyday Realities of a Fighter’s Life

The financial insecurity of boxing doesn’t just affect fight purses; it creeps into every aspect of a fighter’s life. Securing a mortgage, for instance, can be a nightmare when your income is sporadic and entirely dependent on fight dates that could be canceled at any time. Good luck explaining to a bank manager that your next paycheck depends on not getting injured in training camp.

Health and life insurance? Even trickier. Boxing is inherently dangerous, which makes premiums sky-high—if fighters can get coverage at all. One bad knockout or an injury requiring surgery can not only derail a career but leave a fighter buried in medical debt.

What about pensions and long-term financial planning? For many fighters, these concepts are foreign. Boxing is a young person’s game, but when the gloves come off, what’s next? How many former fighters find themselves struggling in retirement because they had no financial safety net?

Can Boxing and Brands Do Better?

So, what’s the solution? Should brands start thinking long-term and invest in rising fighters? Could boxing promotions do more to connect fighters with sponsorship opportunities? Should there be a central fund or initiative to help fighters secure insurance and financial advice?

It’s not just about putting a logo on a pair of shorts; it’s about building partnerships that benefit both parties. Fighters need stability. Brands need authenticity. The potential for collaboration is huge—if only someone’s willing to take the first step.

What Do You Think?
Would you back a rising fighter if you were a brand manager? Should fighters have to market themselves better to attract sponsors, or is the industry letting them down? What needs to change for the next generation of boxing stars to get the financial support they deserve?

One thing’s clear: boxing’s rising talent is fighting more than just opponents—they’re fighting for financial survival. And without the right backing, how many future champions will we never get to see? It’s time to rethink how we support the sport’s next generation. Because if we don’t, the future of boxing could be in real trouble.

Billie Sloane takes a ‘no holes barred’ approach as he has his say on some of the major talking points in the crazy world that is boxing.