Influencer boxing is taking the sport by storm – but it’s also creating serious safety concerns.
It consists of popular YouTubers and internet personalities fighting each other in the boxing ring.
But thanks to their cult following, some of them – like Jake Paul, Logan Paul and KSI – have become the most recognisable names in the sport today, and some of their payouts are said to be into the millions.
One of the biggest combat sports pay-per-view fights in 2023 came from an influencer boxing event held in Manchester, Sky News has learned.
Image: The event, named the Prime Card, was dubbed the ‘Super Bowl of Influencer Boxing’. Pic: Misfits Boxing
The show reportedly had over a million sales and was put together by the world’s most popular promotion company, Misfits Boxing.
Their first event in August 2022 drew nearly two million viewers on the DAZN Boxing streaming network, with 90% of them being new subscribers.
Kalle Sauerland, president of Misfits Boxing, as well as an established promoter in traditional boxing, sees influencer boxing as “the ultimate version of changing the sport for the better”.
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‘Kids love that online beef’
Influencer boxing thrives on gimmicky characters with razzmatazz and zing – and its supporters say it offers a type of entertainment that traditional boxing doesn’t.
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Scenes such as those seen at a press conference last year – with tables, mics, bottles and cake being thrown into the air by John Fury, Logan Paul and Dillon Danis – can go viral, resulting in millions of clicks for companies like Misfits Boxing.
Image: Some influencers are commonly restrained by security to avoid clashes before the fight. Pic: Misfits Boxing
Mr Sauerland said: “It’s a different type of entertainment. You’re not watching it because you’re going to see a jab like Muhammed Ali’s. You’re not going to see the feet of Muhammed Ali either. But you are going to get great entertainment.
“You’ve got storylines, you’ve got what the kids love that online beef, and I think that’s the secret of the success.”
The fairly new phenomenon rose from humble beginnings in 2018 with all fights taking place under amateur regulation – the event required every fighter to wear headguards and 16oz gloves.
Image: The first influencer boxing event saw YouTubers KSI and Joe Weller fight for charity. Pic: KSI / YouTube
However, as interest has grown, the scene has evolved from its original form and matched the professional game with the removal of head guards and the adoption of 10oz gloves. These changes were first introduced in 2019 and have since been in place.
The transition to professional rules has also been a contributing factor to more stoppages and knockout victories, which are a celebrated part of the sport and often used for publicity.
Image: Knockout victories are common in the influencer scene. Pic: Misfits Boxing
For a dangerous sport with the basic intent to produce bodily harm by specifically targeting the head, it raises questions on whether it’s even a space for novices to dabble in.
While it’s not legally required for companies to hire governing bodies to sanction their professional boxing events, given the number of health and safety protocols needed, it is advised to.
‘Somebody will die’
The British Boxing Board of Control, the only government-recognised authority for professional boxing in the UK, has been seeking to separate itself from the influencer boxing scene, since its inception.
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Concerns over the rise of influencer boxing
Robert Smith, the board’s general secretary, told Sky News: “I am concerned. I don’t agree with influencer boxing, and the main reason being is some of the standards you see are very, very poor.
“And therefore, I’m fairly confident that a lot of people who take part in that, if they applied for a license with us, would not get one.”
He added: “Boxing is dangerous. Somebody can, will possibly die in the future. And obviously the trouble with that then is it’s not just influencer boxing, it’s boxing.”
Image: Robert Smith, of the British Boxing Board of Control, says some standards ‘are very, very poor’
Just earlier this month, professional boxer Kazuki Anaguchi, 23, died from a brain injury that he sustained from his last fight in December 2023.
There haven’t been any serious injuries in influencer boxing thus far, however, on several occasions, influencers have violated the rules of boxing – in the form of illegal knockouts and failed drug tests.
Those actions have led to disqualifications and suspensions by the Professional Boxing Association (PBA), which has been in charge of regulating most influencer bouts.
Image: Reality TV star Chase DeMoor received a suspension for continuing to punch his opponent after a knockout. Pic DAZN
Last year, the PBA withdrew from working with promotion company Kingpyn Boxing, due to safety concerns.
Sky News approached Kingpyn Boxing for comment, but it did not respond.
Last month, the PBA also parted ways with Misfits Boxing, though confirming that it has “always held high standards when it comes to boxer safety”.
Misfits Boxing has told Sky News it recognises the concerns and takes boxer safety “to the highest possible professional standard”.
‘It’s a disaster waiting to happen’
Former European champion Spencer Oliver almost lost his life in the ring after a right hook gave him a life-threatening blood clot in the brain and ended his fighting career.
Image: Former boxer Spencer Oliver was put into an induced coma for two weeks after suffering a blood clot
He also helped to organise the very first influencer boxing event in 2018, but the current state of what he started makes him feel “guilty” and fear that “someone is going to get injured in the ring like I did back in 1998”.
Mr Oliver told Sky News: “With the influencer boxing and where it’s heading now, you’ve got guys and girls coming out with no experience at all, they’re not conditioned at all, they’re going in there, and some of them are too one-sided, way way too one-sided.
“It’s a disaster waiting to happen.”
He added: “My message to the promoters that are involved in these matchups is make sure you get the matchmaking right because, at what cost? And it’s on your head if you don’t.
“It will leave a stain on boxing; God forbid something happens to one of them.”
Northamptonshire Police has admitted it failed Harry Dunn and his family after a report found officers prioritised the welfare of the suspect in the case over the investigation.
The 19-year-old died in 2019 after US state department employee Anne Sacoolas – who was driving a car on the wrong side of the road – hit his motorbike near RAF Croughton in Northamptonshire.
However, Sacoolas was not immediately arrested following the crash and was able to flee the country, claiming diplomatic immunity, because police did not believe a “necessity test” had been met.
An independent report, published on Wednesday, has now criticised the force’s senior leadership for their handling of the case – including describing its former chief constable as having a “detrimental” impact.
Harry Dunn’s mother Charlotte Charles said she welcomed the findings.
She told Sky News: “Unfortunately, we were treated extremely poorly. All the authorities wanted to shut us down…
“This report does validate everything, of the way we felt and everything that we’ve been put through. To be treated as we were, as the victims of a serious crime, we were let down really, really badly.”
Following a long fight for justice by Mr Dunn’s family, Sacoolas eventually pleaded guilty to causing death by careless driving via video link at the Old Bailey in December 2022.
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From 2022: Anne Sacoolas pleads guilty
Following the report, Assistant Chief Constable Emma James said in a statement: “On behalf of Northamptonshire Police, I want to apologise to Harry’s family for what is now clear was a failure on our part to do the very best for the victim in this case, Harry, and his family who fought tirelessly in the years that followed to achieve justice for him.
“The picture which emerges is one of a force which has failed the family on a number of fronts”.
She also added: “It was vitally important that Northamptonshire Police conducted this review into the most high-profile case in the force’s history, a case where clear and significant shortcomings have now been properly and independently unearthed.”
Image: Assistant Chief Constable Emma James
The report, which has 38 recommendations, found that Nick Adderley, who was sacked as head of the force last year after lying about his military record, had caused a breakdown in relations with Mr Dunn’s family.
It also revealed that his “erroneous statements” about Sacoolas’s immunity status led the Foreign Office to contact the force asking him not to repeat them.
Danielle Stone, the Police, Fire and Crime Commissioner for Northamptonshire, said Mr Adderley’s behaviour was “unfathomable”.
She added that the report “makes really clear his culpability.”
Image: Danielle Stone said Mr Adderley’s behaviour was “unfathomable”
The report also said Northamptonshire Police potentially had a culture of not arresting suspects “in circumstances such as these, which could lead to evidence not being obtained”. It recommended that the force adopt an “investigative mindset” over serious road crashes.
Regarding the decision not to arrest Sacoolas, the report said the decision had not been “explained in enough detail”. It added: “The overriding factor in the decision appears to be the welfare of the suspect and her suffering from shock, with little to no consideration around the full necessity test under the Police and Criminal Evidence Act.
“A prompt and effective investigation was not considered or articulated. The view is that in these circumstances the suspect could and should have been arrested to assist the evidence-gathering process.”
The report continued: “The duty (police sergeant) made the decision not to arrest.
“The rationale was largely based on a belief that the necessity test was not met, and information received that Anne Sacoolas was in shock.
“Whilst the welfare of any person is a concern for officers, this should not have prevented the arrest of Anne Sacoolas.”
Ms Charles, who was recently honoured with an MBE after her campaigning efforts led to road safety improvements near US airbases, said: “I don’t think you’re ever done grieving. There’s never any closure to losing a child. You live with it, it’s so profound.
“So the only thing I would ever say to anybody else who feels that they’ve got a fight ahead of them, dig deep, do your best, because you just never know the resilience that you’ve got until you absolutely have to find it.”
Plans for cuts to benefits which will impact more than three million households will be published today – as the government faces a battle to convince dozens of Labour MPs to back them.
Liz Kendall, the welfare secretary, has set out proposals to cut £5bn from the welfare budget – which she has said is “unsustainable” and “trapping people in welfare dependency”.
Disabled people claiming PIP, the personal independence payment which helps people – some of them working – with the increased costs of daily living, face having their awards reviewed from the end of next year.
An estimated 800,000 current and future PIP recipients will lose an average of £4,500 a year, according to a government assessment.
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Government’s battle over welfare reforms
The government also intends to freeze the health element of Universal Credit, claimed by more than two million people, at £97 a week during this parliament, and cut the rate to £50 for new claimants.
Under pressure from Labour MPs concerned particularly that changes to PIP will drive families into poverty, Ms Kendall will announce new protections in the bill today.
Sky News understands they include a 13-week transition period for those losing PIP; a higher rate of Universal Credit for people with the most serious conditions; and a commitment that disabled people who take a job will not immediately lose their benefits.
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Some 40 Labour MPs have signed a letter refusing to support the cuts; and dozens of others have concerns, including ministers.
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Benefits cuts explained
Ms Kendall is determined to press ahead, and has said the number of new PIP claimants has doubled since 2019 – at 34,000, up from 15,000.
Ministers say 90% of current claimants will not lose their benefits; and that many people will be better off – with the total welfare bill set to continue to rise over this parliament.
To keep the benefit, claimants must score a minimum of four points out of eight on one of the daily living criteria.
Ministers say claimants with the most serious conditions, who cannot work, will not face constant reassessments.
A £1bn programme is proposed, intended to give disabled people who can work tailored support to find jobs.
Some Labour MPs have angrily opposed the reforms – which will be voted on later this month.
Last night in a parliamentary debate, Labour MP for Poole Neil Duncan-Jordan disputed the Department for Work and Pensions (DWP) figures.
He said: “We already know that PIP is an underclaimed benefit. The increase in claims is a symptom of declining public health and increased financial hardship disabled people are facing.
“We have the same proportion of people on working-age benefits as in 2015. This is not an economic necessity, it’s a political choice.”
Image: Liz Kendall
Rachael Maskell, Labour MP for York, called the proposals “devastating “. She said: “We must change direction and not proceed with these cuts.”
Disability groups say they fear an increase in suicides and mental health conditions.
The government’s own assessment forecast an extra 250,000 people could be pushed into poverty – including 50,000 children. It did not include the impact of people moving into work.
Ms Kendall was urged by MPs on the Commons Work and Pensions committee to delay the reforms, to carry out an impact assessment, but wrote back to the committee saying the reforms were too urgent to delay – and that MPs would be able to amend the legislation.
The grieving mother of a Scottish teen who vanished for a month has told Sky News she believes a “third party” was involved in her son’s death.
Cole Cooper, 19, was discovered dead in woods near Falkirk earlier this month following a missing persons inquiry his relatives don’t believe was taken seriously enough by police.
He was last seen on CCTV in May after leaving a house party, but police later revealed a former school friend had spoken to Cole a few days later nearby.
Speaking exclusively to Sky News, his mum Wendy Stewart, 42, has revealed her son had “various arguments” in the days and hours before he disappeared.
Image: Cole’s mum Wendy (L) and his aunt Aimee
In an emotional interview, she said: “He was only 19, he should never have been taken. I am never going to see him again. I never got a chance to give him a last cuddle and hold his hand.
“Someone has taken that away from me far too soon. Whether it be intentionally or unintentionally, I do believe there has been some involvement by a third party and the result is the death of Cole.”
The family, who organised a local vigil in Cole’s memory last weekend, have vowed to get “justice”.
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Asked what that means, Ms Stewart told Sky News: “Finding the culprit and getting justice that way. Finding the person that is responsible for the death of my child.”
Police previously said 400 residents were spoken to during door-to-door enquires and more than 2,000 hours of CCTV footage was collected.
Image: Cole Cooper’s mother Wendy at a vigil in Banknock. Pic: PA
Cole’s aunt Aimee Tennie, 32, revealed the family’s anger over the police handling of the case as they attempt to find out what happened.
She said: “We are aware of small details surrounding the weekend leading up to it with arguments. He had a few arguments over that weekend. We want the details re-examined thoroughly.”
Sky News put all of the family’s concerns and allegations to Police Scotland.
The force swerved our questions and responded saying: “Enquiries remain ongoing.”
Wendy Stewart claimed the probe has been handled “shockingly” with a failure to take her son’s disappearance seriously.
The 42-year-old said: “I have had to scream and shout from rooftops to be heard by the police. I don’t think they have handled it well.
“The police really need to take accountability and listen to families, they are reporting a missing child and understand the family knows their child best.”
Cole Cooper’s loved ones still have not been told when his body will be released to allow them to lay him to rest.