Don’t Blame Broner For His Bad Behavior, He’s Just Following A Successful Template

Published

9 years ago

April 3, 2016

Washington, D.C. — Boxers engaging in morally questionable behavior is an occurrence as old as the sport itself. But while a tendency to challenge social norms hasn’t changed much, the marketability and recognition of such actions certainly has.

Ten years ago one fighter made a bet that would have a profound impact on the boxing business. The most talented fighter at the time was far from a mainstream name and felt a lack of stardom was due to poor marketing by his promoter. The fighter paid to be released from his contract, effectively gambling $750,000 that he could make superior revenue by promoting his bouts himself.

Read “Broner-Theophane: April Fools Day in Washington DC” also at The Sweet Science by Thomas Hauser.

The fighter, Floyd Mayweather Jr, felt that Bob Arum’s Top Rank was applying an outdated formula to their marketing, with the promoter trying to turn him into a matinee idol of the Ray Leonard and Oscar De La Hoya variety. Instead, Mayweather was convinced that embracing 21st century hip-hop culture would be necessary to attract notoriety, and with it more money.

“The [hip-hop and rap fan base] was an untapped market, a billion-dollar industry,” Mayweather’s business partner Leonard Ellerbe told the Las Vegas Review-Journal of the decision to start Mayweather Promotions. “We wanted to capture the urban market. But we also wanted to connect with the mainstream world.”

With a moniker change from “Pretty Boy” to “Money”, Mayweather’s image transition involved an embracement of the villainous role whereby he would extol his superior abilities and denigrate opponents, in stark contrast to the portrayed innocence and bright smile during his early Top Rank days. The flaunting of wealth and habitual presence in nightclubs became other pillars of his new persona, while numerous encounters with the law added to the infamy.

Mayweather’s embrace of hip-hop and ascension to the position of world’s highest paid athlete has seen rappers such as Jay Z and 50 Cent enter the world of boxing promotion, and of course, fighters have tried to get in on the act. None are more notable than Adrien Broner. The 26-year-old has adhered to the Mayweather template, and in many ways surpassed the outrageous behavior of his acknowledged idol.

While Broner has won versions of world titles in four weight divisions, he is far from being the best fighter in the world, and is most synonymous with a litany of incidents that range from bizarre to heinous. What’s more, Broner has been responsible for the release of the scandalous material through social media.

In 2013, Broner released a video in which he flushed $20 bills down the toilet. He later released another video in which he seemingly defecated into a toilet and subsequently flushed away more wads of money. Continuing with his social media activity, Broner posted a sex video showing him having intercourse with two women, and last month added a video in which he threw his change at a Walmart cashier.

And that’s not mentioning his brushes with the law. As a teenager he spent more than a year in prison for aggravated robbery and battery. In 2013 he was charged with battery after allegedly biting a security guard, and in 2015 he was convicted of a DUI offence in which he bragged to arresting officers that he was rich, famous, and had made more than $100 million in his boxing career [a considerable overestimate].

Most recently, Broner was charged with felony assault and aggravated robbery following a January incident in which he is accused of assaulting a man and robbing him of $12,000 at gunpoint outside of a Cincinnati bowling alley. What’s unusual with this incident for Broner, is that the arrest warrant is outstanding and he was licensed to fight in a title bout Friday night in Washington D.C. with an understanding that he will turn himself in on Monday.

To add another dollop of bad taste to the bout against Ashley Theophane, Broner failed to make the agreed 140 pound weight limit, thus forfeiting his WBA world title. Moreover, he refused to even try and shake off his extra 0.4 of a pound despite being given two hours to do so [shaving his bushy beard would have gone some way to making the limit].

Despite the distraction, Broner made relatively easy work of the limited Theophane, as expected, with the referee halting the main event contest in the ninth round to save the British fighter from further punishment. In the days leading up to the bout Broner understandably received copious criticism from boxing media commentators, with many expressing disgust at his behavior. Yet, if the wider general public felt disgust, it wasn’t reflected in the interest generated for Friday’s event. A sold out crowd of 8,172 packed the D.C. Armory arena for the Premier Boxing Champions fight card that was screened on Spike.

The attendance was almost double that of a HBO-televised event in the same arena last month that featured top heavyweight contender Luis Ortiz and a welterweight title fight between Jessie Vargas and Sadam Ali. Conversely, Friday’s undercard lacked major names, with emerging prospect Robert Easter the standout. In another page from the Mayweather template, Broner has formed his own promotional outfit, AB Promotions, and has signed Easter to its stable.

As was the case with Mayweather, no matter how much Broner’s outside-the-ring actions are reviled by media commentators, the fighter will continue to receive high-profile opportunities from event organizers and TV networks as long as the consumer keeps showing an interest. Unlike with most other sports, in boxing there is no universally recognized governing entity that can act as the moral police. And unless a marketable fighter is behind bars, his visibility will remain unaffected by his extracurricular conduct.

In an era when the human attention span appears to be dwindling by the second, Broner has managed to continually generate outrageous headlines and connect with a younger audience through a masterful use of social media. However, beyond the headlines there is a man with a compelling backstory. As his trainer Mike Stafford notes, “When Adrien was eight years old I’d drive the van out to his neighborhood and there’d be 20, 30 kids trying to get to the gym. Out of all those kids, there’s only about four or five left. The rest are dead or in jail or running the streets. Adrien’s one of the only ones left.”

When in a rare reflective mood back in 2013, Broner recalled: “I know what it’s like, to wake up in the middle of the night and say, ‘I’m hungry,’ and see what’s to eat and say, ‘F—, I got to eat syrup and bread again … and water. I know what that feels like.” But playing the role of a likeable guy who overcame the odds didn’t help Mayweather at the box office, and would not be much benefit to Broner, who lacks Mayweather’s extraordinary natural talent.

Fittingly, with Broner’s notoriety at its peak, Mayweather was at ringside on Friday. Broner has habitually called Mayweather his “big bro” after the two struck up a friendship several years ago. Yet on this night Mayweather was ostensibly supporting Theophane, who is part of the Mayweather Promotions stable.

Notably, in recent weeks the relationship between Mayweather and Broner has seemingly gone sour with the pair engaging in a war of words through the media. In an interview, Mayweather criticized the images of Broner throwing change in Walmart, while Broner later countered with a video in which he implied Mayweather was a hypocrite for doing similar actions in nightclubs.

The newfound acrimony between the pair was heightened in the immediate aftermath of Friday’s bout when Broner attempted to jump over the ropes to seemingly confront Mayweather at ringside. Several minutes later during an in-ring interview, Broner challenged Mayweather to a physical confrontation. “I will never let a man disrespect me like [Mayweather did in the interview],” said Broner. “So he gotta see me. I don’t care if we spar or we fight, let’s get it on.” The D.C. Armory crowd, which had earlier booed Broner’s performance at stages in the bout, loudly cheered the braggadocio statement.

Of course, trash talk in boxing can never be taken at face value, and the friction between Mayweather and Broner only served to engender more hype about Friday’s event, which was in the interest of both parties. Indications that the “heat” was manufactured came hours after the event had finished. Standing outside his dressing room, away from the bright lights and cheering crowd, Broner admitted that the dispute between the pair was a “misunderstanding” and that he had wanted to shake hands with Mayweather after the fight to “pay homage to a man I’ve learned so much from.”

Broner has undoubtedly been the best student of Mayweather’s self-promotion techniques and will surely find new ways to denigrate the sport and shock long-time observers before the year is over. He will probably also generate more articles, retweets, and shares than any fighter outside Mayweather and Manny Pacquiao.

As evidenced by the large, relatively youthful crowd that Broner attracted to the D.C. Armory, brashness sells. Broner is adhering to promotional techniques that work in the boxing business. Mayweather’s former promoter, Bob Arum, is regarded as one of the best ever, but even he admitted to a failure in recognizing the potential for a new style of marketing.

“What did I, an old Jewish white guy, know about marketing to hip-hop?” Arum said last year in reference to his promotion of Mayweather. “I knew how to promote to African-Americans, but it was older African-Americans, not the young people. Floyd knew how to connect with the young people, and that was our mistake.”

Ronan Keenan can be contacted at ronankeenan@yahoo.com or on Twitter @rokeenan

Check out The Boxing Channel’s review of the show featuring former WBC World Light Heavyweight champion Montell Griffin, who attended the fights live.

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Ronan Keenan

Bivol Evens the Score with Beterbiev; Parker and Stevenson Win Handily

Published

8 hours ago

February 22, 2025

David A. Avila

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It was labeled the best boxing card in history.

That’s up for debate.

And there was some debate as Dmitry Bivol avenged his loss to Artur Beterbiev to become the new undisputed light heavyweight world champion on Saturday by majority decision in a tactical battle.

“He gave me this chance and I appreciate it,” said Bivol of Beterbiev.

Bivol (24-1, 12 KOs) rallied from behind to give Beterbiev (21-1, 20 KOs) his first pro loss in their rematch at a sold out crowd in the Venue Riyadh Season in Riyadh, Saudi Arabia. Like their first encounter the rematch was also very close.

Four months ago, these two faced each other as undefeated light heavyweights. Now, after two furious engagements, both have losses.

Beterbiev was making his first defense as undisputed light heavyweight champion and made adjustments from their first match. This time the Russian fighter who trains in Canada concentrated on a body attack and immediately saw dividends.

For most of the first six rounds it seemed Beterbiev would slowly grind down Bivol until he reached an unsurmountable lead. But despite the momentum he never could truly hurt Bivol or gain separation.

Things turned around in the seventh round as Bivol opened up with combinations to the head and body while slipping Beterbiev’s blows. It was a sudden swing of momentum. But how long could it last?

“It was hard to keep him at the distance. I had to be smarter and punch more clean punches,” said Bivol.

Beterbiev attempted to regain the momentum but Bivol was not allowing it to happen. In the final 10 seconds he opened up with a machine gun combination. Though few of the punches connected it became clear he was not going to allow unclarity.

Using strategic movement Bivol laced quick combinations and immediately departed. Betebiev seemed determined to counter the fleet fighter but was unsuccessful for much of the second half of the fight.

Around the 10^th round Beterbiev stepped on the gas with the same formula of working the body and head. It gave Bivol pause but he still unleashed quick combos to keep from being overrun.

Bivol connected with combinations and Beterbiev connected with single body and head shots. It was going to be tough for the referees to decide which attack they preferred. After 12 rounds with no knockdowns one judge saw it a draw at 114-114. But two others saw Bivol the winner 116-112, 115-113.

“I was better. I was pushing myself more, I was lighter. I just wanted to win so much today,” said Bivol.

Beterbiev was gracious in defeat.

“Congratulations to Bivol’s team” said Beterbiev. “I think this fight was better than the first fight.”

After the match it was discussed that an effort to make a third fight is a strong possibility.

Heavyweight KO by Parker

Joseph Parker (36-3, 24 KOs) once again proved he could be the best heavyweight without a world title in knocking out the feared Martin Bakole (21-2, 16 KOs) to retain his WBO interim title. It was quick and decisive.

“Catch him when he is coming in,” said Parker, 33, about his plan.

After original foe IBF heavyweight titlist Daniel Dubois was forced to withdraw due to illness, Bakole willingly accepted the match with only two days’ notice. Many experts and fans around the world were surprised and excited Parker accepted the match.

Ever since Parker lost to Joe Joyce in 2022, the New Zealander has proven to be vastly improved with wins over Deontay Wilder and Zhilei Zhang. Now you can add Bakole to the list of conquests.

Bakole, 33, was coming off an impressive knockout win last July and posed a serious threat if he connected with a punch. The quick-handed Bakole at 310 pounds and a two-inch height advantage is always dangerous.

In the first round Parker was wary of the fighter from the Democratic Republic of the Congo. He kept his range and moved around the ring looking to poke a jab and move. Bakole caught him twice with blows and Parker retaliated.

It proved to be a very important test.

Parker refrained from moving and instead moved inside range of the big African fighter. Both exchanged liberally with Bakole connecting with an uppercut and Parker an overhand right.

Bakole shook his head at the blow he absorbed.

Both re-engaged and fired simultaneously. Parker’s right connected to the top of the head of Bakole who shuddered and stumbled and down he went and could not beat the count. The referee stopped the heavyweight fight at 2:17 of the second round. Parker retains his interim title by knockout.

“I’m strong, I’m healthy, I’m sharp,” said Parker. “I had to be patient.”

Shakur Wins

Despite an injured left hand southpaw WBC lightweight titlist Shakur Stevenson (23-0, 11 KOs) won by stoppage over late replacement Josh Padley (15-1, 6 KOs). It was an impressive accomplishment.

Often criticized for his lack of action and safety-first style, Stevenson was supposed to fight undefeated Floyd Schofield who pulled out due to illness. In stepped British lightweight Padley who had nothing to lose.

Padley was never hesitant to engage with the super-quick Stevenson and despite the lightning-quick combos by the champion, the British challenger exchanged liberally. It just wasn’t enough.

Even when Stevenson injured his left hand during an exchange in the sixth round, Padley just couldn’t take advantage. The speedy southpaw kept shooting the right jabs and ripping off right hooks. At the end of the sixth Stevenson briefly switched to a right-handed fighting style.

Stevenson used his right jabs and hooks to perfection. Double right hooks to the head and body seemed to affect the British challenger. A clean left to the body of Padley sent him to the floor for the count in the ninth round. It was a surprising knockdown due to his injured left. Padley got up and the fight resumed. Stevenson unloaded with right hooks to the body and down went the British fighter once again. He got up and tried to fight his way out but was met with another left to the body and down he went a third time. Padley’s corner tossed in a white towel to signify surrender. The referee stopped the fight at the end of the round. Stevenson scored his 11^th knockout win.

Photo credit: Mark Robinson / Matchroom

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Early Results from Riyadh where Hamzah Sheeraz was Awarded a Gift Draw

Published

11 hours ago

February 22, 2025

Arne K. Lang

Early-Results-from-Riyadh-where-Hamza-Sheeraz-was-Awarded-a-Gift-Draw

After two 6-round appetizers, British light heavyweights Joshua Buatsi and Callum Smith got the show rolling with a lusty 12-round skirmish. Things went south in the middle of the seven-fight main card when WBC middleweight champion Carlos Adames locked horns with challenger Hamzah Sheeraz. This was a drab fight owing to a milquetoast performance by the favored Sheeraz.

Heading in, the lanky six-foot-three Sheeraz, whose physique is mindful of a young Thomas Hearns, was undefeated in 21 fights. Having stopped five of his last six opponents in two rounds or less, the 25-year-old Englishman was touted as the next big thing in the middleweight division. However, he fought off his back foot the entire contest, reluctant to let his hands go, and Adames kept his title when the bout was scored a draw.

Sheeraz had the crowd in his corner and two of the judges scored the match with their ears. Their tallies were 115-114 for Sheeraz and 114-114. The third judge had it 118-110 for Adames, the 30-year old Dominican, now 24-1-1, who had Ismael Salas in his corner.

Ortiz-Madrimov

Super welterweight Vergil Ortiz Jr, knocked out his first 21 opponents, begging the question of how he would react when he finally faced adversity. He showed his mettle in August of last year when he went a sizzling 12 rounds with fellow knockout artist Serhii Bohachuk, winning a hard-fought decision. Tonight he added another feather in his cap with a 12-round unanimous decision over Ismail Madrimov, prevailing on scores of 117-111 and 115-113 twice.

Ortiz won by adhering tight to Robert Garcia’s game plan. The elusive Madrimov, who bounces around the ring like the energizer bunny, won the early rounds. But eventually Ortiz was able to cut the ring off and turned the tide in his favor by landing the harder punches. It was the second straight loss for Madrimov (10-2-1), a decorated amateur who had lost a close but unanimous decision to Terence Crawford in his previous bout.

Kabayel-Zhang

No heavyweight has made greater gains in the last 15 months than Agit Kabayel. The German of Kurdish descent, whose specialty is body punching, made his third straight appearance in Riyadh tonight and, like in the previous two, fashioned a knockout. Today, although out-weighed by more than 40 pounds, he did away with Zhilei “Big Bang” Zhang in the sixth round.

It didn’t start out well for Kabayel. The New Jersey-based, six-foot-six Zhang, a two-time Olympian for China, started fast and plainly won the opening round. Kabayel beat him to the punch from that point on, save for one moment when Zhang put him on the canvas with a straight left hand.

That happened in the fifth round, but by the end of the frame, the 41-year-old Zhang was conspicuously gassed. The end for the big fellow came at the 2:29 mark of round six when he couldn’t beat the count after crumbling to the canvas in a delayed reaction after taking a hard punch to his flabby midsection.

Kabayel remains undefeated at 26-0 (18 KOs). Zhang (27-3-1) hadn’t previously been stopped.

Smith-Buatsi

The all-British showdown between light heavyweights Joshua Buatsi and Callum Smith was a grueling, fan-friendly affair. A former 168-pound world title-holder, Smith, 34, won hard-earned unanimous decision, prevailing on scores of 115-113, 116-112, and a ludicrous 119-110.

There were no knockdowns, but Liverpool’s Smith, who advanced to 31-2 (22) finished the contest with a bad gash in the corner of his right eye. It was the first pro loss for Buatsi (19-1), an Olympic bronze medalist who entered the contest a small favorite and was the defending “interim” title-holder.

This contest was also a battle of wits between two of America’s most prominent trainers, Buddy McGirt (Smith) and Virgil Hunter (Buatsi).

Check back shortly for David Avila’s wrap-up of the last three fights.

Photo credit: Mark Robinson / Matchroom

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Cain Sandoval KOs Mark Bernaldez in the Featured Bout at Santa Ynez

Published

1 day ago

February 21, 2025

David A. Avila

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Northern California’s Cain Sandoval remained undefeated with a knockout win over Mark Bernaldez in a super lightweight battle on Friday on a 360 Promotions card.

Sandoval (15-0, 13 KOs) of Sacramento needed four rounds to figure out tough Filipino fighter Bernaldez (25-7, 14 KOs) in front of a packed crowd at Chumash Casino in Santa Ynez.

Bernaldez had gone eight rounds against Mexico’s very tough Oscar Duarte. He showed no fear for Sandoval’s reputed power and both fired bombs at each other from the second round on.

Things turned in favor of Sandoval when he targeted the body and soon had Bernaldez in retreat. It was apparent Sandoval had discovered a weakness.

In the beginning of the fourth Sandoval fired a stiff jab to the body that buckled Bernaldez but he did not go down. And when both resumed in firing position Sandoval connected with an overhand right and down went the Filipino fighter. He was counted out by referee Rudy Barragan at 34 seconds of the round.

“I’m surprised he took my jab to the body. I respect that. I have a knockout and I’m happy about that,” Sandoval said.

Other Bouts

Popular female fighter Lupe Medina (9-0) remained undefeated with a solid victory over the determined Agustina Vazquez (4-3-2) by unanimous decision after eight rounds in a minimumweight fight between Southern Californians.

Early on Vazquez gave Medina trouble disrupting her patter with solid jabs. And when Medina overloaded with combination punches, she was laced with counters from Vazquez during the first four rounds.

Things turned around in the fifth round as Medina used a jab to keep Vazquez at a preferred distance. And when she attacked it was no more than two-punch combination and maintaining a distance.

Vazquez proved determined but discovered clinching was not a good idea as Medina took advantage and overran her with blows. Still, Vazquez looked solid. All three judges saw it 79-73 for Medina.

A battle between Southern Californian’s saw Compton’s Christopher Rios (11-2) put on the pressure all eight rounds against Eastvale’s Daniel Barrera (8-1-1) and emerged the winner by majority decision in a flyweight battle.

It was Barrera’s first loss as a pro. He never could discover how to stay off the ropes and that proved his downfall. Neither fighter was knocked down but one judge saw it 76-76, and two others 79-73 for Rios.

In a welterweight fight Gor Yeritsyan (20-1,16 KOs) scorched Luis Ramos (23-7) with a 12-punch combination the sent him to the mat in the second round. After Ramos beat the count he was met with an eight punch volley and the fight was stopped at 2:11 of the second round by knockout.

Super feather prospect Abel Mejia (7-0, 5 KOs) floored Alfredo Diaz (9-12) in the fifth round but found the Mexican fighter to be very durable in their six-round fight. Mejia caught Diaz with a left hook in the fifth round for a knockdown. But the fight resumed with all three judges scoring it 60-53 for Mejia who fights out of El Modena, Calif.

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