How does Anthony Joshua’s personal brand enhance his marketability?

With over 16m social media followers, close to 1m YouTube subscribers, and a 24-1 boxing record, Anthony Joshua is one of sports hottest global stars. His star power has grown from various avenues. He’s an advocate for Black Lives Matter, a role model for the younger generation, and has a passion for rap and urban culture. This blog will discover what exactly makes AJ so marketable through the power of his personal brand.

YouTube channel

AJ has his own YouTube channel where he uploads fight content, vlogs, TV show appearances and other behind-the-scenes content. Athlete’s creating YouTube channels is an excellent way to build a community that engages with your personable side. Particularly fighters, considering AJ usually fights once or twice a year. His YouTube content helps keep his audience engaged with him, and it enhances the relationships his fans build with him throughout his journey.

Connections with entertainment culture

Across AJ’s socials, when he’s not posting topless photos of himself training or living life in the sunshine, you’ll find him chilling with rap artists or rapping song lyrics. He’s featured at events, activations, and bits of content with artists like Headie One, Aitch, Meek Mill and more.

AJ has grown not only to become a reputable name in boxing but entertainment culture. It’s led him to sign a deal with JD Sports, appearing on UK rap radio shows like BBC Radio 1xtra doing freestyles and even being interviewed by one of America’s largest rap and hip-hip radio shows, the Breakfast Club.

Anthony always had a passion for music when growing up. He’s openly spoken about his influence coming from his hometown, Watford. When engaging with his audience on Instagram live or even through YouTube clips, he incorporates music-orientated content as a cultural overlap between sport and music.

The heavyweight champ also openly expresses a passion for fashion. I’m not saying you’ll regularly see him at Paris fashion week or fully clothed out in designer wear. Still, he’s brought a new style to diversify streetwear through an exclusive brand partnership with Hugo Boss. With one of his clothing ranges with the brand, he collaborated with rap group Kurupt FM and global artist Ellie Goulding in a launch campaign. This initiative enhances AJ’s merchandise appeal to a wider audience of mainstream fans through Ellie’s brand power but the UK urban community through Kurupt FM.

258 Protégé

AJ and his athlete management agency, 258 management, have recently launched a new cycling agency called 258 Protégé. The agency will support its athletes from sponsorship, contract negotiations, talent representation, and corporate events.

Several riders have already been added to 258’s roster, including Finn Fisher Black of UAE Team Emirates, Sarah Gigante of Team Movistar, Niamh Fisher Black of SD Worx, Leo Hayter of Team DSM Devo, and Nicholas Dlamini of Team Qhubeka NextHash. Oscar Nilsson Julien, who is part of the British Cycling Academy, has also joined.

Through AJ’s brand power, he could attract new audiences to the sport from boxing. Alternatively, audiences from cycling could become AJ fans through this initiative. It’s a chance for AJ to even begin with creating cycling orientated content, such as collaborations with other cyclers, insights into major tournaments and educating non-cycling audiences on the fundamentals of the sport.

So, how does AJ’s personal brand enhance his marketability? Firstly, his YouTube content keeps his audience engaged in non-fight content while he’s inactive from the ring. Secondly, he’s built relationships across the urban, rap and fashion community through his interpersonal passions. Thirdly, his innovative cycling agency is a chance to make new connections and audiences throughout the sporting landscape. Collectively, each initiative will boost his net worth, commercial appeal and being viewed as a global cultural icon.


Published by Ash

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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