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‘It’s two different audiences’ - Matchroom prospect Jimmy Sains makes YouTube boxing admission

One of the highlights of 2023 in boxing will undoubtedly be the build-up to last October’s KSI vs Tommy Fury Misfits show – question is, did their actions benefit professional boxing in any way?

KSI, Tommy Fury, Logan Paul and Dillon Danis did a grand job when it came to grabbing attention and building hype for their big influencer show in Manchester.

Millions tuned in around the world to watch what ultimately turned into a farce, with Danis getting himself disqualified and KSI wrestling Fury for six rounds. 

Jimmy Sains, who is a 2-0 middleweight prospect with Eddie Hearn’s Matchroom Boxing, believes influencer boxing is bringing in new eyes to the product, but questioned whether it was the right audience.

“Boxing is a business,” the 22-year-old told Planet Sport. “That’s what it comes down to at the end of the day – money.

“I believe YouTube boxing is bringing attention to the sport, but I don’t believe it’s bringing the right attention.

“KSI vs Tommy Fury brought in a lot of numbers, but I don’t think it’s the right audience. Young kids, 12 to 13, they’re into YouTube, they might watch the KSI fight.

“We’ve got the audience for boxing now, it’s just about involving them in the actual pro sport itself.

“I know when they first started off, I think it was Billy Joe Saunders on KSI’s undercard. I’m not sure if they have to mix it or create some sort of a hybrid because I feel like it’s two different audiences at the minute.”

Sains enjoyed an accomplished amateur career before putting pen to paper with Matchroom in September.

Since then, the middleweight has been involved in two fights, picking up TKO victories over Bartlomiej Stryczek and Jesus Lobeto.

The latter came at the start of November in Newcastle as the Brentwood-born boxer got the job done inside two rounds.

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