Misfits Boxing has explored and at this moment in time, succeeded in bringing the sport of Boxing to a new audience due to the concept of social media personalities, adult industry stars and influential people in popular culture stepping in between the ropes and fighting. This concept has mainly been popular with a more casual and younger audience compared to boxing purists. It has often been criticised by this particular sector of the boxing market, despite the popularity and income generated. Events are well attended, viewing figures relatively attractive to marketers and most importantly for the brand, it gets people talking about the antics which take place.
Misfits is the brainchild of YouTuber KSI, who founded the series, having started his exploits in Boxing as recently as 2018 when he fought fellow youtube personality Joe Weller in a white-collar event. The event sold incredibly well, and KSI followed this up with two bouts with Logan Paul, the brother of Jake Paul, who is at least a licenced professional boxer.
Together with brothers Kalle and Nisse Sauerland, KSI launched Misfits x DAZN alongside the broadcaster and Wasserman Boxing. Wasserman acquired Sauerland Promotion in March 2021. DAZN agreed on a five-year deal to broadcast all KSI fights and MF & DAZN: X Series events exclusively on the platform for the next five years.
DAZN Executive Vice President Joe Markowski insists it should not be treated like traditional Boxing but a different product entirely. Markowski is also adamant that all medical procedures around the events, which the Board does not license, are stringent.
Robert Smith, general secretary of the British Boxing Board of Control, has expressed his concerns regarding the boxing series. He fears that if injuries occur, it will be bad for Boxing as a whole, regardless of its status as a different entity compared to professional Boxing. Speaking to the George Groves Boxing Club Podcast, Smith feels a meeting is required so he can express his concerns directly to the organisation
In the same interview, Smith has suggested that he will not be willing just to hand out a BBBofC licence to KSI, who is being linked with a big-money fight with Tommy Fury (Brother of Tyson). Fury (9-0) recently defeated Jake Paul in Saudi Arabia over eight rounds in a pay-per-view feature for a seven-figure payday. Smith believes that KSI is set to launch an application for a professional boxing licence with the BBBofC.
“We wont start looking at it until he (KSI) applies but I presume that’s coming. But if he’s not good enough he won’t get one, it’s as simple as that.
“Jake Paul has a licence with California, he’s not the best boxer in the world but I don’t think he disgraced himself [against Tommy Fury].
“More than likely there are people in this country with less ability or the same ability [as Paul] have got a licence so therefore you have to consider that. He is licensed by an authentic governing body.
“But so far, KSI, I’ve never had any contact with whatsoever.”