Influencer boxing was supposed to be a phase. According to UFC Hall of Famer Chael Sonnen, it's turned into something nobody saw coming.
In a clip from his recent appearance on Creators Think, Sonnen told host Andy Bachman that he expected the trend to flame out within a year or two. Instead, it's only gotten bigger, and the money behind it has followed. "I would have predicted that it would have had a shorter lifespan," Sonnen, 48, said. "I would have predicted about a year to a year and a half."
The conversation kicked off with Bachman pointing to rapper Blueface, who reportedly earned $300,000 for a six-round boxing match at Adin Ross's Brand Risk event in Miami earlier this month. "He lost by decision but he fought a guy much bigger," Bachman said. "Think about that money. These guys who have audience and eyeballs are getting paid."
Bachman also referenced his business partner Austin McBroom, the ACE Family creator with over 5 million Instagram followers, who he says commands similar payouts for his own boxing appearances. "They're bringing awareness," Bachman said, crediting gambling sponsors like Stake and Rain Bet for fueling the ecosystem.
Sonnen agreed that the money is real, but said one name in the space has earned something beyond a paycheck. "Jake Paul was an influencer who then became a boxer," the MMA legend said. "He goes to the boxing gym twice a day, every day. He's done this for years… Is he an influencer? Sure. But is he a boxer? Yeah, I think so."
The conversation is part of a growing lineup on Creators Think that has recently included CripMac, Blueface, Coco Bliss, and L.A. mayoral candidate Spencer Pratt. Bachman, the Creators Inc. founder whose company has done over a billion dollars in sales, has also been making moves outside the podcast.
Earlier this month, he told Sports Illustrated that he brokered what he described as “the largest purse ever for a competitive wrestling match” for RAF wrestler Georgio Poullas, with speculation placing the deal close to seven figures.
