In an unorthodox marketing move, Ring Magazine has decided that the upcoming July 12 fight card in New York City will feature two co-main events: Edgar Berlanga vs. Hamzah Sheeraz and Shakur Stevenson vs. William Zepeda. While this dual-headlining approach might initially seem appealing, it risks leading to significant confusion among boxing enthusiasts. As it stands, the fight week will place Shakur Stevenson-Zepeda in the spotlight, framing it as the event’s marquee clash. Yet, when the lights dim for the main event, it will be Berlanga-Sheeraz that takes center stage.
The all-too-frequent occurrence of mismatched promotional tactics raises eyebrows. Boxing is a sport deeply rooted in tradition, and when events stray too far from their established formats, it risks alienating fans, many of whom might assume that the “main event” is indeed the most noteworthy matchup, particularly when it garners the spotlight throughout the week.
The Challenge of Marketing Lesser-Known Fighters
The choice to promote Berlanga and Sheeraz as headliners is questionable at best. Berlanga, with a record of 23 wins (18 by knockout) and 1 loss, and Sheeraz’s 21 wins (17 by knockout) and 1 draw, simply do not possess the kind of marquee appeal that the boxing world craves. This is particularly troubling given the rich tapestry of talent available across various weight classes. Fans are often looking to see bouts that feature established fighters with significant achievements or potential for high-stakes drama.
Moreover, both Berlanga and Sheeraz are perceived by many as manufactured entities within the sport—fighters whose hype has outpaced their accomplishments. Such perceptions not only detract from their appeal but can also deter fans from buying into the fight as a true main event. The act of positioning them at the forefront may leave many shaking their heads rather than reaching for their wallets.
A Marketing Strategy Gone Awry
It seems that Ring Magazine is banking on generating intrigue by initially framing Stevenson-Zepeda as the focal point for viewers. Whether or not this tactic will actually pay off speaks to a broader issue in boxing: the ongoing struggle to market up-and-coming fighters in an era that often glorifies existing stars. In an age of social media and instantaneous information, boxing organizations must navigate the delicate dance of hyping fights without creating disillusionment among their fan base.
In reality, this dual promotion could serve to alienate ardent fans who find themselves perplexed by the event’s structure. If the goal is to drive pay-per-view sales via the allure of a ‘super fight,’ then the choice to close with a less dynamic bout may do more harm than good. By presenting a false narrative, organizers may inadvertently undermine the credibility of the sport itself, creating a scenario where illusions are prioritized over authentic competition.
The Bigger Picture: Elevating Talent Over Gimmicks
In a vibrant sport where artistry meets athleticism, fans deserve a slate of fighters who can substantiate their billing with performances, not merely marketing prowess. Boxing has a deep well of talent that often goes unsung, overshadowed by promotional campaigns that value flashy narratives over legitimate competition. Rather than confusing the audience with erratic co-main event strategies, promoters should focus on elevating the skills and stories that make boxing compelling.
Ultimately, boxing aficionados seek matches with potential—fights that tease the possibility of greatness rather than settling for convoluted narratives aimed at temporary engagement. If the sport can focus on honing authentic talent and delivering clear promotional messages, it could find itself on a path to rekindling the very passion that draws fans to the ring in the first place.