Eddie Hearn: Lack of personality in all sports prompted signing of “Entertainer” Sunny Edwards

Sunny Edwards makes his Matchroom debut tomorrow night defending his IBF flyweight world title against Andres Campos in London. The outspoken Edwards links up with Eddie Hearn after a stint with the now defunct Probellum after becoming world champion under Queensbury Promotions. 

Hearn spoke exclusively with ProBox TV today at the official weigh-in for Edwards vs Campos. 

“I just like him, I think he’s an outstanding fighter.” Hearn responded as to why he signed Edwards."I think we are lacking characters now, and personalities, that’s across all sports. I think sport has become financial, everyone is taking it super seriously with super science. And I just thought Sunny Edwards is arguably one of the best fighters in the division, and 2, I think he’s an entertainer. We will see tomorrow night if he is ready to step up for the big fights. I don’t think everyone likes him, which is not a problem. You don’t have to, just watch and have an opinion on him and understand that he is very very talented.”

Edwards became a cult star in his native land well before he beat South African legend Moruti Mthalane for his world title over three years ago. The inception of arguably boxing’s biggest promoter could spell new found stardom for the man who goes by Showtime.

“I think from a media perspective in boxing, you know what you are going to get from Sunny.” Hearn continued. “You are going to get sound bites, you are going to get confrontation, you are going to get all the things you want. From the wider world his profile is still limited. But I think he has got the kind of profile people will cotton on too and like. Like I said, he will fight anyone. So for me as a promoter that is great, he can do his thing with his personality and I can make all the big fights.”

There has obviously been some expectation on Edwards’s upcoming Matchroom debut, fighting live on DAZN. Even promoter Hearn has said he needs to make a statement and look for the knockout in various interviews, along with Edwards predicting something similar.

“You don’t see a lot of knockouts in the division, and he’s not the biggest of punchers.” Hearn explained. “If he beats someone up, schools them and then knocks him out, fantastic! I think Campos will come to fight all night. I think if Sunny can force a stoppage it will be great. I’m expecting a lot of heart [from Campos], he will have a great engine and he won’t stop trying. I think he will bring us a great fight.”

There has been a slight change in the direction of Matchroom operations since its alliance with DAZN. Some of the bigger names in British boxing have left with no real petulance from the promotion. Joshua Buatsi and Lawrence Okolie have both left to pursue pastures new, largely in fact to them not taking the fights Hearn suggested, and as always - money. 

“It really comes down to the money.” Hearn added. “I feel like most fighters are overpaid, good luck it’s a dangerous sport. But if you want that money, you have to be in real fights. That’s really what’s changed for us. We used to give in a lot on Sky where we would pay money and the fighter and the trainer would always want an easy fight, then it would be shit fight for the card and then I would get the blame. Do you know what I mean? Now it is more, if you want that type of money, no problem but you have to have a real fight. I think that is what has changed more than anything.”