How Anthony Joshua can become boxing's first billionaire
British heavyweight has a commercial operation that is as impressive outside the ring as he is inside it
In the build-up to his fight with Wladimir Klitschko this weekend, British heavyweight Anthony Joshua declared he wanted to become the first billionaire boxer.
Victory at Wembley in front of 90,000 fans on Saturday night would represent a significant step on that path, but what lies in store for the Watford boy after his fight against the 41-year-old Ukrainian?
"Win, lose or draw, Joshua is expected to earn at least £15m from the highly-anticipated showdown against one of boxing's all-time heavyweight greats," says the Daily Mail. "He is taking part in the record-grossing fight on British soil but he will also benefit from his 13 main sponsors."
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Joshua's sponsorship portfolio already covers most bases. He wears Under Armour training gear, has the support of sports drink company Lucozade and has his own range of smart shakes, protein supplements and multivitamins through EQ Nutrition. He has also teamed up with Dubai-based firm Altitude Masks, which provides training kit.
It's not just brands related to his profession that are behind him. "He smells good because of his partnership with Lynx, he drives a nice car due to his deal with Jaguar and now he wears a sparkling watch thanks to his association with [Swiss jeweller] Audemars Piguet," adds the Mail.
In addition, Joshua has signed deals with Sky Sports, which shows his fights, and StubHub, the ticket company that sells them out. He also has a stake in BXR gym in London, which is said to be popular with Victoria's Secret models.
Bizarrely, he even has the support of an Essex-based scaffolding contractor, Texo, not to mention Beats by Dre headphones and Philippines-based betting company Dafabet.
His commercial operation is impressive, says BoxingScene, and puts many US fighters to shame. "His polished, manicured and highly professional set up has launched his brand into the stratosphere," it adds, but the marketing "juggernaut... will only be maintained if Joshua maintains his destructive ways in the ring".
If he wins on Saturday, the sky's the limit, says Business Insider. "Should he defeat Klitschko, it's likely Wembley Stadium fights in front of 90,000 fans would become a regular staple in his boxing calendar, while super showdowns with the likes of Deontay Wilder under the Las Vegas lights loom on the horizon."
Such events could generate £100m each, while the profile of Joshua's BXR gyms would soar. He already has a following in the US and more endorsements there could follow.
"You only have to look at American athletes to see the true value of 'off-court' endorsements," says Business Insider. "LeBron James reportedly receives $48m (£39m) through sponsorship deals, while Kevin Durant nets $36m (£29m) million.
"Anthony Joshua is already a household name in Britain, and it could be just a matter of time before he captivates America."
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
-
7 beautiful towns to visit in Switzerland during the holidays
The Week Recommends Find bliss in these charming Swiss locales that blend the traditional with the modern
By Catherine Garcia, The Week US Published
-
The Week contest: Werewolf bill
Puzzles and Quizzes
By The Week US Published
-
'This needs to be a bigger deal'
Instant Opinion Opinion, comment and editorials of the day
By Justin Klawans, The Week US Published
-
Is it time for Anthony Joshua to retire?
After his latest brutal defeat, British boxing's 'poster boy' has a difficult choice to make
By Rebekah Evans, The Week UK Published
-
Premier League clubs to consult players over 30% pay cut and season will not resume at start of May
Speed Read Sport shorts: ten things from the world of sport on Friday 3 April
By The Week Staff Last updated
-
Sport shorts: Joshua to face Pulev on 20 June at Tottenham and Fury vs. Wilder III set for 18 July in Las Vegas
Daily Briefing Ten things from the world of sport on Monday 2 March
By The Week Staff Published
-
Deontay Wilder blames costume for loss to Tyson Fury - how boxing fans reacted to the excuse
In Depth American intends to exercise the clause for a third fight against Fury
By The Week Staff Published
-
Today’s back pages: Tyson Fury vs. Anthony Joshua - it’s time to ‘get it on’
Daily Briefing A round-up of the sport headlines from UK newspapers on 24 February
By The Week Staff Published
-
Sport shorts: Spurs and Arsenal slug it out to host Anthony Joshua fight and Team GB selects climber Shauna Coxsey for Olympics
Daily Briefing Ten things from the world of sport on Tuesday 11 February
By The Week Staff Published
-
Anthony Joshua’s next fight: Kubrat Pulev, Oleksandr Usyk or Dillian Whyte at Tottenham?
In Depth Spurs stadium is a potential host venue should AJ return to London
By The Week Staff Published
-
Today’s back pages: London’s calling for Anthony Joshua and Leicester are in the hunt for the Premier League title
Speed Read A round up of the sport headlines from UK newspapers on 9 December
By The Week Staff Published