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Brener Zwikel’s Latest Challenge is More Than Buster Douglas-Sized Longshot

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Steve Brener, president of the California-based Brener Zwikel & Associates public-relations firm, had to chuckle at the analogy forwarded by a sports writer acquaintance of long standing. It was part of his job to create public interest in a seeming mismatch between heavyweight champion Mike Tyson and a 42-1 longshot named Buster Douglas. But Douglas shocked the world on Feb. 11, 1990, knocking out the supposedly invincible Tyson in the 10th round in what is widely considered to be the biggest upset in boxing history, maybe the biggest upset in all of sports.

“Sometimes there are surprises,” said Brener, whose firm’s business is about 40 percent boxing-related, with Showtime and MGM/Mirage Resorts among its major clients. “Anybody has a chance to defy the odds. Every football Sunday (in the NFL), with the parity that’s out there, you have a fighting man’s chance to do something that nobody expects.”

But even Buster Douglas’ impossible dream would have seemed a reasonable bet when compared against the latest challenge presented to Brener Zwikel, which involves a new client whose chances of gaining the desired prize would seem to be Powerball lottery-long. But somebody eventually holds the winning ticket after all his or her numbered ping-pong balls come up, and the reality is that you can’t win if you don’t at least attempt to play.

So here, cast in the no-chance role of Buster Douglas to the millionth power, is your Marshall University Thundering Herd football team, ranked No. 23 in the latest Associated Press and Coaches polls, but in reality much further down than that when it comes to gaining serious consideration for the four-team College Football Playoff, the first time there will be an actual tournament to determine a national champion in what is now known as the Football Bowl Subdivision (FBS).

As was previously the case, teams that are not members of the so-called five “power conferences” – that would be the Southeastern, Big Ten, Pac-10, Atlantic Coast and Big 12 – are holding nearly all the best cards in a high-stakes poker game, with even the best-positioned member of a less-influential conference (Marshall is in Conference USA) trying to bluff its way into winning the most lucrative pot with a skimpy hand. One of the factors that will be taken into consideration by the 12-member selection committee is strength of schedule, and despite the fact that Marshall is beating up on the teams it has played, including this past weekend’s 35-16 drubbing of Florida Atlantic, the Thundering Herd ranks just 125th among 128 FBS teams in SOS, ahead of only Georgia Southern, Texas State and Buffalo. Marshall could and probably will lay total waste to its remaining four regular-season opponents – that would be Southern Mississippi, Rice, Alabama-Birmingham and Western Kentucky (combined record: 14-16) – and the likelihood is that it wouldn’t budge the needle even a little insofar as gaining one of the four playoff berths.

But nobody can say that Conference USA, which initiated the contact with Brener Zwikel, isn’t making its very strongest case to have one of its representatives crash a party that almost certainly will consist solely of invitees from the blue-blooded prestige leagues.

“It’s a PR firm that does great work and we thought we really had a great story from a conference standpoint,” Courtney Morrison-Archer, a CUSA associate commissioner, said of the decision to bring in Brener Zwikel. “We’re excited to keep focusing on the great things around the (Marshall) program.”

Brener, whose company is perhaps best known for boxing (it has been a part of nine of the top 11 pay-per-view fights of all time) but which has also drawn assignments for such high-visibility sports concerns as the Super Bowl, soccer’s World Cup, thoroughbred racing’s Breeders’ Cup and various pro golf tour stops, isn’t afraid to get in there and make his pitch, regardless of the circumstances. BZA’s motto says it all: “We don’t wait for things to happen … We make them happen.”

“I wanted to be on the same page with the Marshall SIDs (sports information directors),” Brener said. “I certainly didn’t want to step on their toes, and I don’t think that’s the case. What we’re going to do is to reach out nationally to promote the Marshall football program and to educate folks about Marshall and what they’re doing this year. Bottom line, when those 12 individuals (on the selection committee) get in the room to decide the (final) rankings, we’re going to know we did all we could to provide them with any information about Marshall that can help them make their decision. There really isn’t any more to it than that.”

Brener makes it sound so simple, but his job and those of his top lieutenants – including BZA vice president Toby Zwikel and account executive John Beyrooty, his point man on many big-time boxing events – is all about the details, and there are quite a few of them that go into the overall fabric of a vast and complicated mosaic.

“Especially on a pay-per-view event, it’s a major undertaking,” Brener said of the task of making a big fight seem even bigger during the run-up stage to the opening bell. “It starts with the announcement tour, then you have the satellite tours, the weekly camp notes … just spreading the word and keeping the fight at the top of people’s minds. You want to maximize the awareness and the visibility of your event.”

Comparatively speaking, that wasn’t quite as difficult some years ago when Brener’s company was hyping PPV shows that were headlined by Mike Tyson and Evander Holyfield, superstars whose names were instantly recognizable to every fight fan and even non-fans. Sadly, that isn’t the case anymore.

“We’re not having as many major fights as we did in the past, during the Tyson/Holyfield era,” Brener acknowledged. “The heavyweights and the middleweights were getting a lot of attention then. Unfortunately, the heavyweight division has been overseas for several years now, so it’s lost a bit of its shine here in the States. That’s just how it goes sometimes.”

Brener, an inductee into the World Boxing Hall of Fame, didn’t start out in boxing. He was the 24-year-old publicity director of the Los Angeles Dodgers, the youngest person in Major League Baseball history ever to hold a team’s top PR position, and after 18 years there he moved on to horse racing at Hollywood Park, where he was the track’s vice president of marketing and public relations.

He founded Brener Zwikel in 1988 and, fortuitously, was asked by Top Rank honcho Bob Arum to facilitate media coverage of the great Sugar Ray Leonard toward the end of Leonard’s career. That association lasted four fights, including Leonard’s rematch with Tommy Hearns and the rubber match in his three-bout series with Roberto Duran.

Brener’s work with Leonard evolved into a long-standing relationship with Showtime that now has spanned 23 years, as well as a continuing deal with MGM/Mirage Resorts. But when you do something very well and for a very long time, a lot of interested parties will come knocking at your door – including CUSA, which wants more people to take note of a Marshall program that possibly could hang tough with the biggest of the big boys, if only given the opportunity. The idea is that, by banging the drum for the Thundering Herd, a bigger spotlight will be reflected onto the other members of the 14-team league.

It’s not a totally unreasonable premise. Marshall might be known for the worst tragedy ever in college football, the Nov. 14, 1970, airplane crash that claimed the lives of all 75 passengers aboard Southern Airlines Flight 932, including 37 players, an event depicted in the 2006 film, “We Are Marshall”), but hope often springs from the ashes of despair. The Thundering Herd was awful for a long time, with the worst record of any major college program from 1964 to ’83, including one stretch in which it went 0-26-1, but from 1984 to 2005 posted 21 consecutive winning seasons. Marshall – which was founded in 1837 and is named after John Marshall, the fourth Chief Justice of the Supreme Court — won the 1992 and 1996 national championships in Division 1-AA (now the Football Championship Subdivision), and in recent years it has produced such NFL players as quarterbacks Chad Pennington and Byron Leftwich, running back Ahmad Bradshaw, safety Chris Crocker, defensive end Vinny Curry and, most notably, wide receiver Randy Moss.

The Thundering Herd’s current star is quarterback Rakeem Cato, who has shattered most of the passing records set by Pennington and Leftwich, and probably would be a Heisman Trophy candidate if he were posting the same numbers at, say, Alabama, Notre Dame or Florida State. He also is the primary reason why Marshall is 8-0, one of only three FBS teams (along with No. 1 Mississippi State and No. 2 Florida State), which is a nice thing to know if only it weren’t for that strength-of-schedule thing and the fact that CUSA’s other 13 members are a collective 0-21 against teams from the so-called power five conferences.

If the College Football Playoff were as inclusive as, say, the FCS version – 16 teams make the postseason field in what used to be 1-AA, as well as in Division II and Division III – Marshall might have a shot at getting its chance to play David amidst all the Goliaths. But even Rakeem Cato doesn’t wield that powerful a slingshot, and neither does Steve Brener.

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Avila Perspective, Chap. 304: Mike Tyson Returns; Latino Night in Riyadh

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Iron Mike Tyson is back.

“I’m just ready to fight,” Tyson said.

Tyson (50-6, 44 KOs) faces social media star-turned-fighter Jake Paul (10-1, 7 KOs) on Friday, Nov. 15, at AT&T Stadium in Arlington, Texas. Netflix will stream the Most Valuable Promotions card that includes female super stars Katie Taylor versus Amanda Serrano.

It’s a solid fight card.

The last time Tyson stepped in the prize ring was 19 years ago. Though he’s now 58 years old there’s a boxing adage that fits perfectly for this match: “it only takes one punch.”

Few heavyweights mastered the one-punch knockout like Tyson did during his reign of terror. If you look on social media you can find highlights of Tyson’s greatest knockouts. It’s the primary reason many people in the world today think he still fights regularly.

Real boxing pundits know otherwise.

But Tyson is not Evander Holyfield or Lennox Lewis, he’s facing 20-something-year-old Paul who has been boxing professionally for only five years.

“I’m not going to lose,” said Tyson.

Paul, 27, began performing in the prize ring as a lark. He demolished former basketball player Nate Robinson and gained traction by defeating MMA stars in boxing matches. His victories began to gain attention especially when he beat UFC stars Anderson Silva and Nate Diaz.

He’s become a phenom.

Every time Paul fights, he seems to improve. But can he beat Tyson?

“He says he’s going to kill me. I’m ready. I want that killer. I want the hardest match possible Friday night, and I want there to be no excuses from everyone at home when I knock him out,” said Paul who lured Tyson from retirement.

Was it a mistake?

The Tyson versus Paul match is part of a co-main event pitting the two best known female fighters Katie Taylor (23-1) and Amanda Serrano (47-2-1) back in the ring again. Their first encounter two years ago was Fight of the Year. Can they match or surpass that incredible fight?

“I’m going to do what I do best and come to fight,” said Serrano.

Taylor expects total war.

“I think what me and Amanda have done over these last few years, inspiring that generation of young fighters, is the best thing we could leave behind in this sport,” said Taylor.

Also, WBC welterweight titlist Mario Barrios (29-2, 18 KOs) defends against Arizona’s Abel Ramos (28-6-2, 22 KOs) and featherweight hotshot Bruce “Shu Shu” Carrington (13-0, 8 KOs) meets Dana Coolwell (13-2, 8 KOs).  Several other bouts are planned.

Riyadh Season

WBA cruiserweight titlist Gilberto “Zurdo” Ramirez headlines a Golden Boy Promotions card called Riyadh Season’s Latino Night. It’s the first time the Los Angeles-based company has ventured to Saudi Arabia for a boxing card.

“Passion. That’s what this fight card is all about,” said Oscar De La Hoya, CEO of Golden Boy.

Mexico’s Ramirez (46-1, 30 KOs) meets England’s Chris Billam-Smith (20-1, 13 KOs) who holds the WBO title on Saturday Nov. 16, at The Venue in Riyadh, Saudi Arabia. DAZN will stream the Golden Boy card.

Ramirez surprised many when he defeated Arsen Goulamirian for the WBA title this past March in Inglewood, California. The tall southpaw from Mazatlan had also held the WBO super middleweight title for years and grew out of the division.

“I’m very excited for this Saturday. I’m ready for whatever he brings to the table,” said Ramirez. “I need to throw a lot of punches and win every round.”

Billam-Smith is slightly taller than Ramirez and has been fighting in the cruiserweight division his entire pro career. He’s not a world champion through luck and could provide a very spectacular show. The two titlists seem perfect for each other.

“It’s amazing to be headlining this night,” said Billam-Smith. “He will be eating humble pie on Saturday night.”

Other Interesting Bouts

A unification match between minimumweight champions WBO Oscar Collazo (10-0) and WBA titlist Thammanoon Niyomtrong could be a show stealer. Both are eager to prove that their 105-pound weight class should not be ignored.

“I wanted big fights and huge fights, what’s better than a unification match,” said Collazo at the press conference.

Niyomtrong, the WBA titlist from Thailand, has held the title since June 2016 and feels confident he will conquer.

“I want to prove who’s the best world champion at 105. Collazo is the WBO champion but we are more experienced,” said Niyomtrong.

A lightweight bout between a top contender from Mexico and former world champion from the USA is also earmarked for many boxing fans

Undefeated William “El Camaron” Zepeda meets Tevin Farmer whose style can provide problems for any fighter.

“There is so much talent on this card. It’s a complicated fight for me against an experienced foe,” said Zepeda.

Tevin Farmer, who formerly held the IBF super featherweight title now performs as a lightweight. He feels confident in his abilities.

“You can’t be a top dog unless you beat a top dog. Once I beat Zepeda what are they going to do?” said Farmer about Golden Boy.

In a non-world title fight, former world champion Jose Ramirez accepted the challenge from Arnold Barboza who had been chasing him for years.

“I’m ready for Saturday to prove I’m the best at this weight,” said Ramirez.

Arnold Barboza is rubbing his hands in anticipation.

“This fight has been important to me for a long time. Shout out to Jose Ramirez for taking this fight,” said Barboza.

Special note

The fight card begins at 8:57 a.m. Saturday on DAZN which can be seen for free by non-subscribers.

Fights to Watch (all times Pacific Time)

Fri. Netflix 5 p.m. Mike Tyson (50-6) vs Jake Paul (10-1); Katie Taylor (23-1) vs Amanda Serrano (47-2-1); Mario Barrios (29-2) vs Abel Ramos (28-6-2).

Sat. DAZN, 8:57 a.m. Gilberto Ramirez (46-1) vs Chris Billiam-Smith (20-1); Oscar Collazo (10-0) vs Thammanoon Niyomtrong (25-0); William Zepeda (31-0) vs Tevin Farmer (33-6-1); Jose Ramirez (29-1) vs Arnold Barboza (30-0).

Mike Tyson photo credit: Esther Lin

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Say It Ain’t So: Oliver McCall Returns to the Ring Next Week

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Mike Tyson isn’t the only geezer in action this month. As if one grotesquerie wasn’t enough, Oliver McCall is slated to return to the ring on Tuesday, Nov. 19. McCall is matched against Stacy “Bigfoot” Frazier in a 4-rounder. The venue is a dance hall in Nashville where the usual bill of fare is an Elvis impersonator. The fight, airing on TrillerTVplus, will be historic, says a promotional blurb, as McCall will break Mike Tyson’s record as the oldest former heavyweight champion to compete in a licensed professional fight.

McCall was one of Tyson’s most frequent sparring partners during Iron Mike’s days with Don King. Nicknamed “Atomic Bull,” McCall is 59 years old, sports a 59-14 record, and as a pro has answered the bell for 436 rounds. By comparison, Tyson, 58, has 215 rounds under his belt heading in to his date with Jake Paul.

Stacy Frazier, according to some reports, is 54 years old. Per boxrec, he has a 16-22 record and has been stopped 17 times. In common with McCall, this is his first ring exposure in five-and-a-half years.

The Nov. 19 fight card is being promoted by Jimmy Adams, a former Don King surrogate who has had a long relationship with Oliver McCall. Adams promoted five fights for McCall in Nashville in a four-month span in 1997/98. These were comeback fights for the troubled McCall, coming on the heels of his famous meltdown in his rematch with Lennox Lewis.

Back then, Adams promoted most of his Nashville shows at a bar called the Mix Factory. The promoter and the venue factored large in a New York Times story that began on page 1 of the June 1, 1998 issue and spilled over into the sports section. It bore the title “Boxing in the Shadows.”

The gist of the story was that boxing commissions in different regions of the country “had different levels of tolerance for risk” and that Nashville, which had suddenly become a very busy locale for low-budget fights, was an accident waiting to happen. The Tennessee boxing commission, a division of the Tennessee Department of Commerce and Insurance, was a one-man operation with a budget that penciled out to less than $1,000 per show.

In an article that appeared in the (Nashville) Tennessean shortly after the New York Times expose, promoter Adams scoffed at the insinuation that many of the fighters he used were not true professionals – “I’ve worked to make Nashville the boxing capital of the world,” he said – but Tommy Patrick, the head of the Tennessee Boxing Board, allowed that there was a chance that Adams may have recruited some of his fighters from a homeless shelter.

McCall won the WBC version of the world heavyweight title on Sept. 24, 1994, at Wembley Stadium in London. In one of the biggest upsets of the decade, he knocked out previously undefeated Lennox Lewis in the second round. He made one successful defense, out-pointing long-in-the-tooth Larry Holmes, before returning to Wembley and losing the title to Frank Bruno.

The rematch with Lennox Lewis, on Feb. 7, 1997 in Las Vegas, was one of the most bizarre fights in boxing history. McCall was acting odd before the fifth round when he started sobbing and simply quit trying. Referee Mills Lane disqualified him, but it went into the books as a win by TKO for Lewis. That remains the only time that Oliver McCall, renowned for his granite chin, failed to make it to the final bell.

In the months leading up to that fight, McCall had drug, alcohol, and legal problems.

In some of his most recent outings, McCall shared the bill with his son Elijah McCall. They last appeared together in May of 2013 when they appeared on a card in Legionowo, Poland. A heavyweight, now 36 years old, Elijah McCall returned to the ring in June of this year after a 10-year absence and was stopped in the second round by Brandon Moore in Orlando.

Jimmy Adams, the promoter, was also involved in the careers of heavyweight title-holders Tony Tucker and Greg Page. Both fought at the Mix Factory as their careers were winding down. But he wasn’t able to lock in dates for Riddick Bowe.

In 2005, in a rare burst of rectitude, the Tennessee authorities refused to license Bowe who had returned to the ring the previous year after an 8-year absence at an Indian reservation in Oklahoma.

They based their denial on the transcript of a 2000 court hearing related to a 1998 incident where Bowe kidnapped his wife and five children and forced them to go with him as he drove from Virginia to North Carolina. Riddick’s legal team, led by Johnnie Cochran, argued that Riddick’s erratic behavior was the result of brain damage suffered over the course of his 43-fight professional boxing career.

The “brain damage defense” was just a ploy to keep Bowe out of prison, argued Jimmy Adams, who had arranged two fights for Bowe in Memphis, but the authorities were unyielding and Bowe never fought in Tennessee.

Adams has also been involved in the career of Christy Martin who is listed as the matchmaker for the Nov. 19 show. But the cynics would tell you that Ms. Martin is the matchmaker in name only in the same fashion that Jimmy Adams was a strawman for Don King.

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Boxing was a Fertile Arena for Award-Winning Sportswriter Gary Smith

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Gary Smith is this generation’s most decorated and distinctive magazine writer after winning an unprecedented four National Magazine Awards for non-fiction and being a finalist for the award a record ten times during his more than three decades at Sports Illustrated.

A longtime resident of Charleston, South Carolina, Smith began his career at the Wilmington [Delaware] News Journal followed by stops at the Philadelphia Daily News, the New York Daily News and the stylish monthly Inside Sports before landing at Sports Illustrated in 1982. His job at “S.I.” was to write four longform features a year. Mike Tyson and James “Buster” Douglas were among the athletes that he profiled and he also penned features on Muhammad Ali and George Foreman.

Smith said it’s one thing to see an athlete perform but it’s another to know what’s inside.

“I just felt like to really render the human soul in its most honest way, that getting to understand what human beings had been through and what had landed them with whatever coping mechanism they used would be vital so people could understand a person,” said the La Salle University graduate who stepped away from the magazine in 2014. “Some of these people were doing some extreme things and if you didn’t really lay out the soil they sprung from and what brought them to that place, they would seem like aliens or freaks, but you could very much humanize them which was the only fair thing to do. We all want someone to understand why we are who we are, rather than leaving us dangling on the vine.”

Smith’s wife, Sally, is a psychiatrist, and summed up what her husband tried to lay bare in his features.

“He is not satisfied with putting facts together. He wants to understand what is the core conflict that has driven that person,” she offered many years ago. “He hopes to tell a secret that a person might not be aware of.”

It was rumored Smith would interview no less than fifty people for one feature. Smith said that wasn’t always the case, but he wanted to be thorough, which was merely one key in trying to know and understand his subject.

“You needed patience, asking and re-asking questions because you often wouldn’t get the truest or deepest answer the first go-around. Hopefully being comfortable enough in your own skin would engender trust over time,” he explained. “There would be a lot of follow-up questions, even if I had spent a week with somebody poring over the notes and going back and calling them again and again and really taking it further and further, what their interior monologue with themselves or dialogues in some cases. What was going on and felt in each of these pivotal moments in their lives, so you’d really get a feel of what was going on in the interior.”

“That’s why I did a lot of boxing stories,” said Smith. “There was so much kindling, so much psychological tension which makes for great storytelling. No one carried around tension and opposites like boxers did. It’s fertile terrain for any writer.”

A boxer, said Smith, was figuratively naked in the ring. “These are human beings who are participating in one of the most extreme things that any human being can do,” he acknowledged of the manly sport. “There’s a reason why you end up in such an extreme circumstance. You’re involved in a public mauling. You’re risking being killed or killing. To land there is virtually always a real story. You don’t land there by accident.”

Rick Telander, who worked at Sports Illustrated for 23 years, explained what made Smith’s work stand out. “Gary Smith was a unique writer,” he said. “He immersed himself in his topic, in his subject, like no one else I’ve ever read. He used his words to paint a picture that was one thousand times better than an actual photograph. You could feel the mind and the pain and the joy and the resolve and the defeat and the victory of the person he was writing about.”

Telander, who is the lead sports columnist at the Chicago Sun-Times, said Smith was a one-of-a-kind talent.

“He used his skill with words to make you feel exactly what he felt, what you should feel, to understand the story of some other person on a journey to some place we all would recognize, foreign though it may be,” he stated. “No matter how long a Gary Smith magazine piece was, you had to finish it. You had to know. You had to read and feel the resolution. It was a kind of magic. And Gary was the magician. He was the best there was.”

Alexander Wolff, who spent 36 years at Sports Illustrated, shared a similar sentiment. “Gary had the ability to inhabit the head of his subject,” he noted. “He did that by relentlessly asking questions, often leading subjects to address matters and themes they’d never before thought about.”

Smith visited Tyson early in his career and said the one-time heavyweight king had multiple personalities.

“He was a bundle of opposites. At one moment, he’s kind of seething about the world and people and the next moment he’s just a puppy dog with his arm around your neck,” he said. “One moment walking away from my introductory handshake and leaving it hanging in the air when we first met and by the end of it, arm literally around my neck….The friction of opposites was always at play.”

Smith wrote his feature on James “Buster” Douglas after Douglas claimed the heavyweight crown from Tyson in February 1990.

“He was a gentle soul for the most part. Less extreme actually than most boxers. Therefore, it took a more extreme situation being in a ring with Mike Tyson to bring out the natural talents. He was God-gifted and a father-gifted fighter,” he remembered. “He wasn’t the kind who had easy access to all that desperation that’s needed to excel in boxing but after his mother’s death and the proximity to Tyson’s right hand, they brought out that desperation to use these natural gifts as a fighter.”

Like so many who were around Muhammad Ali, Smith was often amused by the three-time heavyweight champ.

“Ali was always a lot of fun to be with. He was mischievous and said things that could be striking,” he said. “Most of them were very interesting in a variety of ways. Ali was the prankster, and you might be the butt of his pranks.”

Among the many honors accorded Smith was the Dan Jenkins Medal For Lifetime Achievement in Sportswriting, awarded in 2019. Some of his finest work can be found in his two anthologies: “Beyond The Game: The Collected Sportswriting Of Gary Smith’’ (Atlantic Monthly Press, 2000) and “Going Deep: 20 Classic Sports Stories by Gary Smith” (Sports Illustrated Books, 2008).

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