Top Rank has “leaned into TikTok, Instagram and Snapchat to connect with longtime boxing fans and its growing Gen Z audience,” according to Gillian Follett of AD AGE. This comes as more brands “venture into the boxing space.” Bud Light signed with Top Rank in June as the company’s official beer sponsor, citing the “tremendous increase in (boxing’s) popularity” as a “core reason” for the partnership. Paramount and Amazon Prime Video also have partnered with Top Rank to “promote upcoming movies or TV shows, emblazoning their logos on the boxing ring floor.” According to Top Rank CRO Brian Kelly, the company “only partners with one brand per product category, and aims to break into new sponsorship areas like insurance and fast food in 2023.” Kelly said that influencers such as YouTubers Jake and Logan Paul stepping into the boxing ring have been “partially responsible for the surging popularity of boxing among younger audiences.” TikTok provides Top Rank the “most direct route to the Gen Z audience.” Since creating its account last year, Top Rank’s TikTok has amassed 1.3 million followers, with over 800,000 of those “gained within just the past month.” Top Rank Senior Dir of Social Media and Content Strategy Joe Setley said that the company’s TikTok content tends to “intentionally focus more on the league’s younger fighters, such as 20-year-old Xander Zayas.” Setley added if the fighters “have more followers, we’re getting better tune-in on TV and better social numbers” (AD AGE, 11/30).
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