After several years of being involved in the world of professional boxing, I’ve had the chance to travel to the four corners of the globe and attend events of all sizes, in all kinds of settings. And one thing is for sure… I’ve seen it all!
Sometimes, everything was well organized. Sometimes, it was even impressively professional. But other times… it was downright disastrous. And often, the common thread behind the success or failure of a boxing event is the promoter.
The role of a promoter, in theory, is simple: organize a professional boxing event. But in reality, it’s a massive job that requires tight coordination, solid management skills, and nerves of steel. You need to know how to build an appealing fight card—one that’s both competitive and commercially viable. You need to find funding, whether from sponsors, partners, television, or ticket sales. You also have to book an appropriate venue, get the plan approved by the proper authorities, handle all the necessary permits, and make sure everything complies with safety standards and the athletic commission’s requirements.
Photo: TVA Sports – Camille Estephan
But above all, a promoter has to know how to promote. That’s the essence of the word. Creating an event is one thing, but you also need to make people want to attend. That involves showcasing the fighters, building storylines around the fights, having a well-thought-out communication strategy, engaging the media, running social media campaigns, selling tickets, and, often, selling a dream to the public. A successful promoter is a storyteller, an emotion-seller, someone who knows how to create hype around a show. Remember Régis Lévesque! Without that ability to generate interest, even the best fight card can fall flat.
Managing the teams on-site is another major challenge. The promoter has to coordinate the fighters, coaches, managers, referees, doctors, officials, TV crews, and all the technicians who ensure the smooth running of the event. They also have to juggle arrival times, transportation, hotels, meals, weigh-ins, training sessions, media obligations, last-minute hiccups—and more. In short, a promoter isn’t just someone who writes checks and poses for photos. They’re often the conductor of an orchestra, managing a thousand details at once.
Photo: Boxing News – Eddie Hearn
Despite the best intentions, mistakes happen. It’s not uncommon to see issues with schedules, transportation, meals, or hotel rooms. The logistical scale of a boxing gala is such that even the most experienced have to constantly adapt. Some promoters do this brilliantly. Others, unfortunately, falter and fail.
I’ve seen promoters give their all to ensure fighters are treated with respect and paid fairly. Passionate people who build events with heart, who want to advance the sport and protect the athletes. But I’ve also seen promoters who only care about lining their own pockets. People willing to fudge numbers, cut corners, or neglect the fighters’ needs to maximize personal profit. These differences are glaringly obvious to those who live these events from the inside.
In Quebec, we are often well served, even if few people seem to realize it. You often hear that the grass is greener elsewhere—like in the U.S. or the U.K.—but the truth is, many promoters here do outstanding work. They deliver professional, well-structured events with genuine care for the fighters. They understand that boxing is above all a sport of passion, risk, and humanity.
Photo: The Tennessean – Oscar De La Hoya
The promoter plays a central role in the success of a boxing event. They’re often the ones taking all the risks—investing time, money, and energy to give fighters a platform to shine. It’s not a glamorous job day-to-day, but it’s a fundamental one. When a gala runs smoothly, in a great venue, with an electric atmosphere and well-matched fights, it’s never a coincidence. It’s the result of hard work behind the scenes. And that work also deserves to be recognized for what it truly is.
