Like most boxing fans I hate the idea of this deluded nonsense but there certainly seems to be a market for it
ark Borkowski is the public relations maestro who has worked with everyone from Mikhail Gorbachev to Diego Maradona to Jim Rose, an American exhibitionist who used to hang weights from his penis. Borkowski also helped Ian Botham recreate Hannibal’s walk across the Alps with elephants, and, for his sins, was the mastermind behind Cliff Richard’s Saviour’s Day reaching Christmas No 1, despite minimal radio play.
As Borkowski points outsays, the fightit taps into two big markets: Boomers and Gen Xers, who grew up watching Tyson, as well as the younger generations who worship Jake Paul, many of whom will want to watch. Borkowksi isn’t alone in believing Netflix is on to a winner. Adam Kelly, the president of media of the global sports rights agency IMG, feels much the same way. And, having worked closely with the Ultimate Fighting Championship and Al Haymon to help promote and stageKelly’s starting point is that in a world where TV ratings are falling, sport is absolutely bucking the trend with record ratings for the NFL,and the Women’s NBA.
It is a warning that applies to all sports. “You have to be constantly looking to build your audience,” says Kelly. “And that means making a product that specifically appeals to people who are not your current fans. Unless you’re doing that, you’re on a shrinking iceberg.”
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