Competitive Edge - Sports & Entertainment Marketing News

How Top Rank Boxing is fighting to rebrand the sport for the masses


If there’s one thing that many people have been able to agree on over the centuries, it’s that it’s fun to watch two people punch each other.

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Discussion Questions:

  1. What is promotion?
  2. Why do you think boxing events typically have promoters?
  3. How might that represent an example of event marketing?
  4. Why do you think boxing has declined in popularity?
  5. Have you ever watched a boxing match?
  6. If so, was it a sanctioned fight or was it an exhibition, like a celebrity match with Logan Paul?
  7. What is a target market?
  8. How would you describe “casual fans”?
  9. What is a sports product?
  10. Is boxing a sports product? Why or why not?
  11. Morgan Dewan is the chief brand officer of boxing production and promotion company Top Rank Boxing, which produces fights, facilitates brand deals, and represents about 60 fighters, including World Boxing Council heavyweight champ Tyson Fury and Olympic gold medalist Vasiliy Lomachenko. According to this story, Dewan is quoted as saying “If we’re trying to get casual sports fans to come in and try our product, we have to simplify some of this or provide context or education.” Why might casual fans sports fans be an important target market for boxing promoters?
  12. Based on the challenge described by Dewan, how might boxing promoters adjust their marketing strategies?
  13. What is a rebrand?
  14. Why is boxing trying to rebrand the sport?
  15. According to this story, what are they doing to rebrand the sport?
  16. If you were a marketing professional working to help rebrand boxing, what would you do? Be prepared to discuss your ideas in class.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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