Boxing and entertainment firm Global Titans is aiming to “ease down the aggression” inherent to boxing events, CEO Uday Singh told Arabian Business.
Global Titans is a relative newcomer to the boxing world, and is currently promoting an upcoming fight set to be held in Dubai on Sunday evening at the Coca-Cola Arena. The fight will feature Floyd Mayweather, the former five division world champion, and British YouTube star Deji.
“Boxing gets so aggressive and personal with two people and boxers; they keep that aggression and ego for years. There’s a lot of verbal violence as well as physical. People take it personal, it’s part of the game, but we wanted to ease out of the whole thing and ease the atmosphere,” Singh explained.
By including more entertainment, Singh hopes to provide an experience that would be applicable to “a family of four that chooses to attend.”
“Boxing today is not the same as when Muhammad Ali was fighting,” Singh explained, adding that “there’s so much stress in the whole environment.”
Singh believes the market has now moved away from this type of spectacle, noting that “people don’t want to just see an aggressive fight, it’s about the entertainment for them. Putting a YouTuber with a boxing pro is what we are talking about.”
This will not be the first time that a YouTube star has been in the ring with a professional boxer. Earlier this year, Jake Paul fought professional boxer Anderson Silva. The fight has recently been at the centre of controversy, with claims mounting that Paul’s win over Silva was fixed.
Global Titans was launched earlier this year in Dubai after Singh identified a “big gap in the market for boxing.” The brand aims to bridge entertainment and boxing together, and also intends to launch a music festival at some time in the future.
For the event on Sunday, Global Titans has signed Nigerian singer Tiwa Savage to perform a concert as part of connecting boxing with music.
“Even though it’s a boxing event, to ease down the aggression and to bring down the mood in case it’s too aggressive we have music,” Singh said.
Expansion plans for Global Titans’ model are in the works, Singh revealed, with talks ongoing for an event to take place in Riyadh, Saudi Arabia, in February.
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