How Tyson Fury Defeated Deontay Wilder In the Ring and Outside of It

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Wasim Ahmed, Alex Fenton
·1 min read
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Tyson Fury dramatically became the World Boxing Council’s heavyweight champion after knocking out Deontay Wilder in the seventh round of their fight on February 22 in Las Vegas. With US$25 million in guaranteed earnings, plus percentages of pay-per-view profits for each fighter, it was an incredibly lucrative match for everyone involved.

Fury was not only victorious in the ring, he also won the support of fans across the globe and clearly came top in the battle of the brands that took place on social media. We looked at the aftermath of the fight on Twitter to compare how each fighter’s personal brand performed around the world.

Fury has twice as many Twitter followers (1.4 million) as Wilder. Instagram is a little closer, with Fury on 3.4 million and Wilder on 2.8 million followers.

People tend to to follow winning athletes because it allows them to bask in their reflected glory. This is a psychological term that refers to our desire to associate ourselves with success or prestige. So when athletes switch teams, you can see their followers switch with them on social media. When footballer Cristiano Ronaldo moved from Real Madrid to Juventus, for example, Juventus gained 6.2 million followers – it’s been dubbed the Ronaldo effect.

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