Anthony Joshua is a machine – & I’m not talking about his ability as a boxer. I am talking about his ability to sell out arenas, attract sponsors & swell the number of those willing to buy Pay Per telecasts. Much of this enthusiasm by the buying public is predicated on his well crafted veneer as a brutal knockout artist who has never been beaten.
A Joshua fight at the O2 Arena loosely generates & will continue to generate the following amounts:
20,000 tickets sold @ a mean face value price of £125 = £2,500,000
Sponsorship of no less than £250,000 (and in many cases substantially more)
PPV revenue of (and this is ‘real PPV’ not ‘public lied about PPV’) 140,000 PPV Buys @ £16.95 a pop = £2,373,000
Total revenue = £5,123,000
Now whilst Tyson Fury vs. Anthony Joshua would do well in all 3 revenue streams it would come with risk. Let’s for arguments sake say that Fury vs. Joshua is a 50-50 fight. The forces behind Joshua are faced with two options:
Take the Fury fight next (or within a couple fights) and generate £10,000,000 in one night but run the risk of losing and bursting the bubble upon which his marketability is based. Such a loss would immediately reduce Joshua’s ability to print money by up to 70%.
So in layman’s terms he generates 10 in one night then has a 50% chance of generating 3 for the next 9 fights which is a total of £37 million generated over 10 fights.
Fight only opponents you are sure AJ would beat & continue to generate £5,123,000 or more fight after fight after fight. Remember that after each win his money generation capacity goes up so £5,123,000 for fight 1, £5,500,000 for fight 2 and so on until he is hitting £7,500,000 for his 10th fight given a still very safe opponent – but one people who have been conditioned via the marketing muscle of Sky Sports to believe is a ‘threat’ when they are anything but.
Such a model generates as much as £65,000,000 over Joshua’s next ten bouts. And fight number 11 – against Fury or whoever – is only likely to generate more & more money. Don’t forget the mere promise of a potential fight with Fury will expand and expand the revenue generated from such a bout. That is the forces behind Joshua aren’t losing out on a £10,000,000 opportunity they are merely refusing a £10,000,000 opportunity NOW but potentially generating £18,000,000 or even £20,000,000 plus down the line after having filled their pockets with as much as £28,000,000 more in the process of taking on 10 safer opponents Joshua will almost certainly beat.
Remember that both Fury & Joshua are in their mid 20s. This means that they are both viable fistic entities for another decade.
Matt Hamilton is a London based search engine expert & boxing advisor.