In the world of boxing, Premier Boxing Champions (PBC) has been the subject of criticism and skepticism ever since it started out. Back in 2015, critics and passionate fans were quick to declare that the company, helmed by Al Haymon, was on the brink of failure. Fast forward nearly a decade, and the same voices have been predicting PBC’s downfall with an odd sense of anticipation. If you followed their narrative, 2024 seemed like the year these predictions might actually become reality.
Working with Amazon Prime for the first time, PBC only managed to schedule five events from March 30 onward, four of which were hosted as pay-per-view. To many, this felt like the end was imminent. Shows didn’t get dates, popular stars vanished from the scene, and lesser-known fighters started drifting toward other organizations.
This apparent decline coincided with the rising influence of Saudi Arabia in the sport, spearheaded by big spender Turki Alalshikh. The critics cheered what they saw as the long-overdue demise of PBC, seemingly favoring the overseas foray of the Saudis over a Black-owned venture. But despite the hype, the Saudi takeover hasn’t been as smooth as anticipated, and it turns out, PBC hasn’t called it quits just yet.
This year alone, they’ve already pulled off three cards — including two popular pay-per-views and a free event featuring Sebastian Fundora against Chordale Booker. Another free card, featuring Tim Tszyu and Joey Spencer, was also scheduled for April 5 in Australia.
The March 1 Gervonta Davis-Lamont Roach pay-per-view was surprisingly successful, nabbing approximately 260,000 buys. Meanwhile, the February showdown between David Benavidez and David Morrell also performed well, attracting between 150,000 and 160,000 buys.
Curiously, the Saudi-led disruption in the boxing scene might have indirectly boosted PBC’s recent successes. With many top fighters heading to Riyadh, the American boxing scene has slowed down considerably, leaving fans wanting to see events with fighters and schedules suited to their tastes. Right now, PBC is delivering exactly that — the only real action available stateside.
As the Saudis reconsider their position, realizing the importance of the US market, they aim to start hosting events locally. PBC can seize this chance to offer consistent, competitive matches, especially in divisions full of promising talent ripe for title fights. They could replicate their successful strategy from the welterweight division to newer prospects.
With significant talent from lightweight to middleweight, PBC has the potential to create dynamic matchups. In the junior middleweight class, Sebastian Fundora holds the WBC and WBO titles, and notable names like Jesus Ramos, Keith Thurman, Tim Tszyu, Erickson Lubin, and others could make waves there. Even without the absolute biggest headliners, these engaging fights could outperform Saudi events. The key is consistency in delivering meaningful bouts, allowing stars to grow organically.
Interestingly, losing Canelo Alvarez to the Saudis might be a blessing for PBC. Alvarez’s hefty earnings of $40 million, plus PPV shares, leave little room for profit. Instead of sinking all resources into one superstar event, PBC could allocate funds to host multiple quality shows throughout the year, keeping fans engaged and the brand vibrant. Big names like Gervonta Davis and David Benavidez could continue to headline pay-per-views, with Davis-Roach II potentially drawing more interest than their controversial first encounter.
PBC needs to recognize that not every event requires a pay-per-view model, even if it’s an easy way to maintain operations. While losses may come with heightened activity, consistent showcasing could ultimately drive success.
Take, for example, PBC’s recent Las Vegas event at Michelob Ultra Arena, which wasn’t a gate success but still showed that not all events need to be monumental. “Filler” events have their place, maintaining buzz and setting the scene for larger clashes down the line. Fundora might become even more marketable if he returns to action by mid-year, setting up a major fall encounter.
I don’t have insider accounting details or insight into Haymon’s business plans, but I do understand the importance of momentum, awareness, and goodwill for sales. Over time, unfair narratives about Haymon led to persistent scrutiny. As an outsider with fresh ideas, he irked established promoters and their media allies, generating biased criticism.
Oddly enough, the traditionalists haven’t been as critical of the Saudis’ disruption, a leniency that could backfire. Ironically, by paying off influencers, acceptance may have been easier.
At its core, PBC isn’t inherently better or worse than other boxing outfits. However, it has consistently shown the ability to produce commercially successful boxing spectacles. No surprise then, that many high-earning events in recent years have been under PBC. With the American boxing scene in a sluggish phase during the Saudi acquisition, supporting PBC might be the best move for fans right now.
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