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Boxing has been lagging behind other sports on social media—but Top Rank is changing that by using social media to win over Gen Z viewers. 

Dec 05 2022

Boxing has been lagging behind other sports on social media—but Top Rank is changing that by using social media to win over Gen Z viewers. Top Rank, one of the largest boxing promoters, has been leaning into TikTok, Instagram, and Snapchat to grow their Gen Z audience. The company increased young people’s overall interest in the sport, brought on Bud Light as their main sponsor, and made partnerships with Paramount and Amazon Prime Video to promote upcoming movies / TV shows by showing their logos on the boxing ring floor. Plus, popular influencers Jake and Logan Paul stepping into the ring has surged the popularity of boxing for Gen Z significantly. By providing easier ways to access the fights in places like YouTube and Snapchat channels, younger audiences are able to find the content that may have felt out of reach to them before. Because of this, Top Rank now has 1.3M followers and 300K of them were gained in the past two months alone as preparation for another Jake Paul fight is in the works. YPulse’s Sports and Athletics report data shows that only 12% of Gen Z say that they’ve watched boxing on screen in the last year, but that’s sure to change as more boxing matches are shared on social media. (AdAge)