Top Rank President on the company's boxing bubble and the fights to watch in 2021

Todd DuBoef - Top Rank Boxing President, joined Yahoo Finance to discuss the company's boxing bubble and the fights to watch in 2021.

Video Transcript

- We want to turn to sports, and 2020 was certainly a tough year for many in the industry. But boxing promoter Top Rank, they bucked that trend with ratings jumping 45% during the year. And for more on that, we want to bring in Todd DuBoef.

He is the president of Top Rank boxing. And Todd, great to have you on the program. That 45% growth in any year would be impressive, but let alone, in the midst of a pandemic. How are you able to put up numbers like this?

TODD DUBOEF: You know, thank you, thanks for having me. It was a spectacular year for us. I think it was a combination of our partnership with ESPN and really concentrating on those Saturday night windows.

We had great lead-ins with some college football games. And the other thing we did was we felt that the quality, high quality events-- big fights, big promotion behind it. We used multiple hours on the broadcast of ESPN to promote.

And I think there was a little bit of an opportunity. People got the boxing bug back and people wanted to see sports. So really, it was exciting. And not only that, the demographic of our 18 to 49 was up over 60%. So that's another, you know, tremendous jump.

- Todd, a lot of the discussion we've had over the last year is when we get to go back to stadiums. When we get to go back to boxing events. But I'm curious if that's the wrong question. Given the growth you had, do we need the big spectacle of the audience? Or is the business model such that you can go further without it?

TODD DUBOEF: I don't think you can ever go further without it. Because I think it's-- you know, in order for the sport to grow, immersive experiences with really robust fans is terrific. The higher level fights, it's a very big piece of the economics of those gross revenue generating.

For instance, the Fury, Wilder fight-- which seems like the last big event, which was almost a year ago, you know-- set the all time heavyweight record at almost $17 million at the box office. So I don't think you can say we're going to give it up. I think you can find opportunities where you can operate.

But we start talking about high, high profile fights, you need those big gates. And it's great for those fans to be there.

- And Todd, speaking of those new opportunities. When you're in an environment like this, you have to think of new ways in order to engage fans. How are you doing that? Because that's so critical when you talk about a sports growth and the popularity.

TODD DUBOEF: You know, this is all coming down to the social metrics. Our social metrics are off the charts. We're seeing that we're using seamless opportunities between what our broadcast is. Our social teams are out there creating content that so often we were so obsessed with using linear television as a way, as a driver of awareness.

And taking those programs and creating programs like a Blood, Sweat, and Tears or Real Time. And using all different types of distribution mechanisms, through YouTube and through Instagram and Facebook. And all of these things are getting to that demographic that we're seeing the big rise in.

And the other thing that's wonderful about that is the globalization of the product. You know, when you're able to reach everybody through these platforms, you're able to touch every base from England to Ireland to Africa to Asia. So all of that is part of it.

And I think the next big wrinkle or the next big move is going to be gambling. Online gambling is the next-- the legalization of sports gambling is going to drive. It's a driver for all sports. And as these states start to roll out, we're going to start to see this to be a very interactive engagement mechanism for all fans.

- Well, Todd DuBoef, we really appreciate you taking the time, president of Top Rank Boxing. We'll talk to you again soon. Thanks so much and good luck for your upcoming events here.

TODD DUBOEF: Thank you very much for having me.