Mike Tyson vs Roy Jones: a powerful marketing strategy to reach every audience possible

Tomorrow will see boxing legends Mike Tyson and Roy Jones Jnr share the ring in a blockbuster event at the US’s Dignity Health Sports Park. This will be a miraculous sports exhibition capturing multiple audiences, not only due to the two boxing legends returning, but the other initiatives in-store to optimise the events fan engagement. US entertainer Jake Paul will be fighting former NBA star Nate Robinson to continue the fascinating narrative of YouTube boxing. The likes of US music legends Lil Wayne, French Montana, YG, Wiz Khalifa, Ne-Yo and more will be providing musical entertainment throughout the night. Cannabis firm Weedmaps are an official sponsor of the event looking to utilise the profile of Tyson vs Jones to de-stigmatise the polarisation surrounding marijuana consumption.

Another iconic moment for Tyson vs Jones includes video-creation app Triller being the leading platform to stream the occasion. This is a smart move for the organisers of this fight considering the growth we’ve seen with short-form creation mediums (particularly TikTok). Hosting the card through Triller will draw in a new wave of Gen Z & Alpha audiences that other traditional sports mediums like Fite.TV and BT Sport struggle to entice. Plus, it gives Triller an edge over their arch-rival, TikTok, by getting their foot into the door of delivering traditional sports events. The digital results for Tyson vs Jones have been revolutionary. The bout was due to unfold in late September; however, Triller experienced such high volumes of traffic post the announcement that they decided to delay the event to maximise revenue opportunities. Plus, the event has already broken pre-fight PPV records.

With over 35 million social media followers, digital star Jake Paul is another character drawing in an enormous Gen Z demographic. He’ll be up against retired basketball player Nate Robinson to ultimately seek redemption from UK personality, KSI, for defeating his brother, Logan Paul. The US creator attracts multiple audiences; his own, KSI’s in the hope that Jake loses the fight and the YouTube community from the groundbreaking YouTube boxing narrative. Paul has arguably accumulated the most attention out of everyone on the card. He’s openly admitted an appetite to box an MMA fighter; he’s already called out UFC stars Conor McGregor, Jorge Masvidal and Ben Askren. Jake is known for his polarising behaviour which creating high volumes of PR towards his brand, naturally leveraging interest from different audiences.

Image of US rapper Lil Wayne found here: https://bit.ly/33nXGKM

With the amount of audience exposure, Tyson vs Jones is more like a theatre performance than a boxing match. The likes of Lil Wayne, Wiz Khalifa, YG, French Montana, Ne-Yo and more US artists performing during the event strengthens the lucrative bond between rap music and the sports industry. Likely, this demographic won’t directly purchase a BT Sport PPV or a Triller subscription. However, they’ll undoubtedly be interested in the content that’s shared externally from the live event as post-content.

Behind the scenes of BET’s “Smoke” documentary – Nas. (Photo: Ron P. Jaffe/BET)”

There’s a diverse portfolio of parties involved in this event. BT Sport, Triller, DraftKings, Legends Only League and more! This week, it was announced that cannabis tech company, Weedmaps are an official sponsor for Tyson vs Jones. The organisation supply marijuana for recreational and medical purposes and are hoping to evolve the status quo on cannabis use which is close to Mike Tyson’s heart. Weedmaps has confirmed they’ll release an exclusive content piece narrated by US music legend, Nas, who will illustrate the history behind those that have advocated for cannabis legalisation. This distinctive sponsorship doesn’t only draw in a new avenue of audience interest; it’s contributing towards a broader marketing strategy in an attempt to promote unique societal perspectives.

Fans sing during weigh-ins for Deontay Wilder and Tyson Fury, of England, for the Saturday WBC heavyweight championship boxing match, Friday, Feb. 21, 2020, in Las Vegas. (AP Photo/Isaac Brekken)

The event organisers of Tyson vs Jones have made a remarkable effort at drawing the younger demographic into this blockbuster of an exhibition. But, having Mike Tyson and Roy Jones headline the event also keeps the more senior sporting audience connected to an ever-more youthfully appealing sector of sport.


I’m amazed behind the marketing strategy that Tyson vs Jones has adopted. It’s engaging multiple Gen Z & Alpha fanbases through Jake Paul, Triller and various musical acts. Plus, the senior sporting community remain valued from Tyson and Jones’ return. Also, Weedmaps’ involvement utilises maximum sponsorship power to de-stigmatise perceptions surrounding cannabis intake. The event has already accumulated some outstanding results, and it’s exhilarating to see what outcomes are produced with the powerfully anticipated brand reach it will likely captivate.

Published by Ashwyn Lall

I'm a First-Class Graduate in Sports Business Management who has worked across Local Government, Sport and the Third Sector. Throughout my career, I've developed a thriving passion to promote sport being used as a tool to bring positivity to the world we live in. This ethos has inspired me to create a website which champions this value through comprehensive online content for you to gain value from. Join me on this journey of discovering what sport can do to enhance society.

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