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Appearance on popular American talk show Conan - shows multinational fame

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Anthony Joshua Finds Conan’s Weak Point  - CONAN on TBS

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Brand-able character shown:

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UK: Heavyweight champ Anthony Joshua visits Jaguar Land Rover workers

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Negative media response as a result of these actions .

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Heavyweight world champion Anthony Joshua launched an astonishing foul-mouthed Twitter attack on his potential rivals, telling Tyson Fury 'get fit you fat f---'.

Joshua retained his IBF, WBA & IBO world titles with victory by technical knockout in Cardiff last month, but his next rival fight is yet to be scheduled.

After claiming 'all these guys doing their negotiations over social media, I'm not into that' earlier this week, Joshua appears to have abandoned that policy.

First he tweeted WBO heavyweight Joseph Park, saying: "@joeboxerparker Sips tea, continues to read tweets and refreshes email...still no offer."

He then sent a tweet with the same sentiment to WBC champion Deontay Wilder, believed to be his most likely next opponent in a unification fight.

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Anthony Joshua calls out Tyson Fury in foul-mouthed Twitter tirade

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Heavyweight world champion Anthony Joshua launched an astonishing foul-mouthed Twitter attack on his potential rivals, telling Tyson Fury 'get fit you fat f---'. Joshua retained his IBF, WBA & IBO world titles with victory by technical knockout in Cardiff last month, but his next rival fight is yet to be scheduled.

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Shows further rebelliousness, bad language used on social media to taunt potential opponents.

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@Tyson_Fury keep on praying for my downfall fat boy. I'll see you soon. 1 fury at a time.

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@Tyson_Fury keep on praying for my downfall fat boy. I'll see you soon. 1 fury at a time.

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@anthonyfjoshua jealous of a weightlifter who is fighting for a paper title lol u help me!!! Lol ok need a gym door man, 🍼🍼🍼🍼🍼

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@Tyson_Fury keep on praying for my downfall fat boy. I'll see you soon. 1 fury at a time.
— Anthony Joshua (@anthonyjoshua) April 5, 2016

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@Tyson_Fury keep on praying for my downfall fat boy. I'll see you soon. 1 fury at a time.

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@anthonyfjoshua jealous of a weightlifter who is fighting for a paper title lol u help me!!! Lol ok need a gym door man, 🍼🍼🍼🍼🍼

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@Tyson_Fury keep on praying for my downfall fat boy. I'll see you soon. 1 fury at a time.

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@Tyson_Fury keep on praying for my downfall fat boy. I'll see you soon. 1 fury at a time.

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@anthonyfjoshua jealous of a weightlifter who is fighting for a paper title lol u help me!!! Lol ok need a gym door man, 🍼🍼🍼🍼🍼

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Apr 14, 2017

Dan RafaelESPN Senior Writer

Close

2013 BWAA Nat Fleischer Award winner for excellence in boxing journalism

ESPN.com boxing writer since 2005

Five years at USA Today

About two years ago, Banner Promotions boss Artie Pelullo and company vice president Matt Rowland were driving back to their home base in Philadelphia after a business meeting in New York.

The subject of their car conversation turned to the future of boxing distribution.

Rowland, who is 33, began to explain the ways of social media to 61-year-old Pelullo, whose idea of cutting the cord was more about what happens in a delivery room after a baby is born than any notion of millennials ridding themselves of cable and satellite services in favor of using phones, laptops and iPads to watch their favorite programs.

Present-day Pelullo is now a believer in social media being a big part of boxing's future.

"My opinion is that social media is the future of a lot of things, not just boxing," Pelullo said. "Matt brought me into the 21st century. He said we should explore this two years ago. He said social media was the future. He said if we're going to grow as a company and as a sport we need to move on [from linear television]. There's a whole world out there.

"So for two years we've been figuring out what's the best approach for our fighters and our business. It took a couple of months for me to wrap my head around it, and I have been learning."

Prichard Colon seemed on the verge of fulfilling his boyhood ambition of a world boxing title. Now his life is a tragic testament to the peril of pursuing prizefighting dreams.

Hughie Fury believes Wladimir Klitschko will beat Anthony Joshua and hopes to then meet the Ukrainian with three world heavyweight titles on the line.

Junior lightweight world titleholder Vasyl Lomachenko has only nine professional fights under his belt, but he's already considered one of the most exciting fighters to watch.

It all came to a head last Saturday when Banner Promotions became the first boxing company to distribute a fight live in the United States exclusively on Twitter.

Pelullo promotes lightweight contender Peter Petrov, who was challenging world titleholder Terry Flanagan in Manchester, England. British promoter Frank Warren owned the broadcast rights in the United Kingdom, where the fight was televised on BoxNation, a subscription boxing channel Warren helped found. But Pelullo held the American rights, and though he had gotten at least one offer from a television network for the fight, he was not happy with the amount of money on the table.

All along, Pelullo had been looking for the right opportunity to bring a fight to social media -- with a likely younger and more diverse group of eyeballs. This was it.

"When the opportunity came up to put the fight on Twitter we jumped all over it," Pelullo said. "I wanted to figure out what was best for my company and this was the best thing -- a quality fight to work with Twitter on that we could offer exclusively in the United States."

Banner Promotions and Twitter announced their partnership to make the fight available in the U.S. only three days before the fight, and yet it still drew an audience; that Saturday evening, hundreds of thousands of consumers clicked on the link to the fight on Twitter, which also helped advertise the broadcast. Those viewers saw a crystal-clear stream, which was a simulcast of the BoxNation broadcast.

Twitter was happy to be involved.

"We are thrilled to partner with Banner Promotions to bring more live boxing to Twitter," Anthony Noto, COO at Twitter, said in making the announcement. "Our passionate boxing fans can view the live stream of the WBO lightweight world championship and join the live conversation all on Twitter."

Even though there was no pot of gold in this particular event as far as a rights fee, Pelullo was thrilled with the results. He believes it was an important building block to monetizing his fights on social media in the future.

"I believe the internet is the future for our sport," Pelullo said. "The fight on Twitter did over what they call 300,000 significant impressions. And I believe Amazon, Facebook and Twitter are going to be more involved in sports. Amazon just paid $50 million for the rights to the Thursday night NFL games."

Indeed, earlier this month Amazon won a bidding war with Twitter, Facebook and YouTube for the right to stream 10 Thursday night NFL games, which will still appear on linear television as well. Last year, Twitter paid the NFL $10 million for the same package.

Pelullo isn't expecting a $50 million boxing deal any time soon, but he is bullish on boxing finding a place on social media where it can generate revenue, be it on a platform willing to pay a rights fee or from advertising during the fight. Last week's fight, he believes, was the start of something big.

"The opportunity came for me to do this deal with Twitter through some relationships that I have," he said. "And I believe that it's going to be a platform to grow our sport and open the doors for a new fan base for millennials, who don't have TVs."

While Pelullo sees social media as a way of reaping financial gains in the future, Stephen Espinoza, the executive vice president and general manager of Showtime Sports, has to walk a fine line between using social media as a way to promote and market his premium cable subscription network offerings while not doing it too much, so as to turn those platforms into his competitors.

But Espinoza has been willing to experiment with putting fights on Facebook and Twitter. Typically, Showtime televises some preliminary bouts on its Showtime Extreme channel. But in December, because of a scheduling conflict, the network couldn't do that for its Abner Mares-Jesus Cuellar card.

Two Showtime Sports vice presidents, Brian Dailey, who handles digital media, and Neema Ghazi, who is involved in distribution and content, approached Espinoza with the idea of making the bouts that would have gone on Showtime Extreme available via Facebook Live.

"Facebook has been active in terms of going out and soliciting content providers of all kinds to do events on the platform," Espinoza said. "We were very happy with the reception, in terms of the awareness and the experience.

"It was most definitely worth it. Our assumption is, and I think it's a safe assumption, is we're getting a different audience than our typical audience who wouldn't stumble on it on Extreme but would on Facebook. It's not just about the number of people watching but who they are -- an audience that is different than the audience we typically get on linear television. It's also brand building, building additional fans. It's goodwill for the organization."

In February, Showtime televised the Adrien Broner-Adrian Granados card on a free preview weekend. Espinoza and his staff figured that since it was already going to be available to TV viewers without Showtime subscriptions, why not make the fights even more widely available? So Showtime's telecast was streamed simultaneously on Twitter, the first live boxing event on the platform.

"It was a good experiment and it we got a bit of a different demographic than watches on Showtime and we got good feedback," Espinoza said. "It was a no-lose situation. One of the things we found on Twitter is that three-quarters of the audience that watched was under 35. That is from analytics we got from Twitter.

"That's a good demo that we need to continue try to get for the health of the sport. A lot of those younger viewers don't traditionally have premium TV, so we reached a group that is not our usual viewer."

While Showtime's offering of live bouts on social media likely will only happen from time to time, the way in which the company harnesses social media on a more regular basis is with other events that surround the actual fights -- streams of news conferences, both pre- and post-fight, and the weigh-ins. Other networks and promoters also do that regularly.

"Those are really well-received and it's a very easy process and great marketing for the event -- and great content for the fans," Espinoza said. "As for the live fights, that's the tension of being a premium network -- where the value proposition is you're paying to get something you normally don't get, so making things free is contrary to the business model. But how do you get people interested in paying for the exclusive content if they never get a chance to see what it is?

"Our core business is always delivering Showtime, but we have to make sure we deliver it every conceivable way. We are trying to build the audience and allow people to sample what we have to offer, which is why have done things like fights on Facebook and Twitter."

But Espinoza is aware what that could mean in the future.

"When it can be monetized and there's a financial component, maybe eventually I am bidding against Twitter for a fight," he said. "Right now every marketing platform is also a potential programming outlet, and your marketing partner can become your competitor a few years down the line."

That notion is music to Pelullo's ears.

"We'll still do fights on TV, of course," Pelullo said. "But there is so much more available now with social media. We just have to figure out the best way to build it. It's a whole new world and not just for boxing."

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Boxing evolves in the age of social media

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Apr 14, 2017 Dan RafaelESPN Senior Writer Close 2013 BWAA Nat Fleischer Award winner for excellence in boxing journalism ESPN.com boxing writer since 2005 Five years at USA Today About two years ago, Banner Promotions boss Artie Pelullo and company vice president Matt Rowland were driving back to their home base in Philadelphia after a business meeting in New York.

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Social media being used as a means of promoting these brand deals. Shares similarities to the idea of a pinup/poster boy.

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Be part of the #LynxGoldBrotherhood & grab the Ltd Edition AJ x Lynx range now🥇 @lynx #YouGold #Ambassador

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274.2k Likes, 1,448 Comments - Anthony Joshua (@anthony_joshua) on Instagram: "Be part of the #LynxGoldBrotherhood & grab the Ltd Edition AJ x Lynx range now🥇 @lynx #YouGold..."

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Brand deals and partnerships used to generate income and following. Shows the alignment between the qualities of Joshua's star image and the values of each brand which reinforce one-another and thus promotes these products and Joshua's brand simultaneous

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Audemars and Edward-Auguste Piguet. Audemars Piguet is often regarded to be among the highest end of watch manufacturers, along with Patek Philippe, Vacheron Constantin, A. Lange & Söhne, Jaeger-LeCoultre, Ulysse Nardin and Breguet.

The Swiss company designs and manufactures highly complex mechanical watches, haute joaillerie creations, and jewellery.

The Audemars Piguet watch group is composed of 1,200 employees, 14 distribution subsidiaries, and 16 boutiques worldwide. It comprises three production sites: Le Brassus, Le Locle and Meyrin in Switzerland. The brand is present in 88 countries.

Audemars Piguet has been a manufacturer since 1875, making it one of the world's oldest watch manufacturers. The company is still owned by its founding families.

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Audemars and Edward-Auguste Piguet. Audemars Piguet is often regarded to be among the highest end of watch manufacturers, along with Patek Philippe, Vacheron Constantin, A. Lange & Söhne, Jaeger-LeCoultre, Ulysse Nardin and Breguet. The Swiss company designs and manufactures highly complex mechanical watches, haute joaillerie creations, and jewellery.

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The idea of a brand will excite Joshua's representatives as boxing is a sport that is heavily reliant on self promotion in order to ensure a higher monetary reward from fights.

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Again this highlights Joshua's modesty as well as his natural comfort in front of a camera.

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Welcome To My Crib! Simplicity Is Key ~ Anthony Joshua

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Anthony Joshua brand website showing his workouts, general news and blogs; shows cross media synergies.

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AJBXNG - the sportswear brand created on the back of Anthony Joshua's success. Showing attention economies.

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Cotton Trucker with an original graphic printed with a raised embroidered finish.

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This shows that Joshua has not always been "the golden boy" and that his past criminal activities almost caused a completely different life to the one the media suggests he lives now.

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The golden boy who seized his second chance: Triumph of boxer spared jail for drug-dealing

Last year, Anthony Joshua was staring at the grimmest of futures.
Standing in court, pleading guilty to drug dealing, the young boxer was at rock-bottom.

He looked destined for jail but a judge gave him a second chance and yesterday he repaid his dues by winning Olympic gold for Britain.

The 22-year-old - roared on by 10,000 fans at the ExCeL centre - beat Italian Roberto Cammarelle in a closely fought contest for the prestigious super heavyweight title.

It was Team GB's 29th gold and easily the most controversial.

Watford-born Joshua, the son of Nigerian parents, was arrested for possessing cannabis and intent to supply the drug in March last year.

He was suspended from Britain's boxing squad and was sentenced to a 12-month community order and 100 hours' unpaid work.

It was his shock about the shame felt by family, friends and those within his sport that convinced him to change his ways, he admitted. 'I could have seen it as a badge of honour,' he said earlier this year.

'I could have taken the rap, seen it as a slap on the wrist and done it again. But I didn't. It wasn't so much the actual charge that had the effect. It was all the grief afterwards, from my friends, from my family - especially my mum - and from boxing.

'I was just like a lot of young lads. It was all about how I looked, my clothes, clubbing, girls. I wasn't with the best group of people.

'The arrest changed a lot. It forced me to grow up and to respect my responsibilities.

'I'm not happy that I did what I did and there's no way that kind of thing will ever happen again, but in a way I'm glad it did because it woke me up.

'I go running on Saturday nights now, not clubbing. I understand that if I'm to fulfil my potential then it's all about hard work. It took me a while to realise this, but since last March I've never looked back. And you know what? I'm so much happier as a person, too.'

An accomplished footballer and athlete - he can run the 100m in 11 seconds - Joshua only began boxing four years ago at a local club after his cousin, Gbenga Ileyemi, recommended the sport.

Yesterday an exhausted but delighted Joshua said: 'There are no easy fights in these Olympics and I've pulled it out of the bag.'

Inspired by the crowd and extraordinary atmosphere, he continued: 'Again and again and again they've come out. Sunday is a holy day and I was blessed.

'The hearts of all these people out here, around the nation. That medal represents my journey and the support from the team.

'It's much more than just a gold medal, it's a life experience and I'm just proud to have it round my neck.'

Joshua's name will now be added to a list of former Olympic heavyweight and super heavyweight champions that includes Joe Frazier, George Foreman, Lennox Lewis and Wladimir Klitschko.

Both Audley Harrison, Britain's last winner of an Olympics super heavyweight title in Sydney 12 years ago, and Lewis were in the crowd and embraced Joshua as he left the ring.

Nicknamed 'Crocodile Dundee' in the Olympic village because he is said to make friends with everyone, Joshua, who was watched by his father Jonathan and sister Janet, is now expected to be put under pressure to turn professional.

He refused to commit himself yesterday saying: 'I want to gain more experience and just keep on pushing. I've had 43 bouts, 40 wins, that's nothing. I just want to keep on pushing. As an amateur, I'm still an amateur for now.'

He is said to have already turned down a £50,000 offer to turn professional after the Olympics, wanting instead to secure the world amateur crown next year.

Joshua lives in a two-bedroom flat in a council block in Golders Green, North London, close to the Finchley Amateur

Boxing Club where he trains. Yesterday neighbours roared his name out across the estate from their living rooms while watching him fight to victory.

Friends said he would be in no rush to cash in on his success by turning professional.

One said: 'He's a lovely lad and has been training really hard. Anthony is also down to earth so won't let this go to his head and suddenly think he's a superstar. He's only young so the sky's the limit over time.'

VIDEO: Golden boy Joshua got advice from Lennox Lewis before his big fight

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The golden boy who seized his second chance: Triumph of boxer spared jail for drug-dealing

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Last year, Anthony Joshua was staring at the grimmest of futures. Standing in court, pleading guilty to drug dealing, the young boxer was at rock-bottom. He looked destined for jail but a judge gave him a second chance and yesterday he repaid his dues by winning Olympic gold for Britain.

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Collection of MBE award soon after Olympic triumph. Joshua is beginning to show characteristics of a pinup male as his smartly dressed image goes well with the  award he is holding, a prestigious and rare award which contradicts his rebellious past.

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Moments after winning a Gold medal in the London 2012 Olympics; what would be his first taste of fame.

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Recently interacting with Cristiano Ronaldo, the worldwide household name known through his footballing achievements. This helps show Joshua's both economical and social value, through how he is associating himself with one of sports' biggest celebrities.

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1.6m Likes, 14.3k Comments - Anthony Joshua (@anthony_joshua) on Instagram: "🦍 AJBXNG X CR7 🐐"

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Shows how he characterises his image to show humbleness and that he seems to be modest despite global fame.

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Before his action-packed fight against Wladimir Klitschko last year, Anthony Joshua rented a mansion at a cost of £20,000 a week to help with his final preparations.

And after he stopped the former world champion in the 11th round, Joshua reportedly invested some of his huge fortune in a new house - but only as an investment.

For the 6ft 6in giant still lives at home with his mum in her two-bed house in Golders Green, north London.

He bought the local authority flat for her in 2013 for £175,000 when his boxing career took off and has also bought a £500,000 penthouse in the capital for his ex-girlfriend Nicole Osbourne, mum of his son Joseph who is two years old.

But when Joshua does fly the nest, he could expect to buy somewhere similar to the pad he rented before beating Klitschko.

The 28-year-old earns up to £20million each time he fights and his rented mansion had seven bedrooms, five bathrooms, a home cinema and wine cellar, plus a spa, pool and gym - the perfect set-up for him to keep up his training regime.

For now however, Joshua will continue to live modestly with the woman he credits with inspiring his career.

His mum Yeta, speaking last year, said: "We're very close, we always have been from day one, he's my only son.

"We live together and he's always looking out for me. I still can't watch his fights, I get really nervous and I do worry about him."

Joshua and his mum filmed a short documentary last year which focused on their relationship.

And Yeta said: "I also remember one of your trainers, and he said 'you know what mum, your boy, your son is going to be a world champion one day'.

"And i was like 'what's he talking about'. I didn't take it quite seriously until he qualified for the Olympics.

"When he won the Olympics, I didn't really want to watch it, because I don't really like watching him, I was sat down and that was the longest nine minutes of my life.

"I had the paper over my face until the end then when I heard he won I was just so excited, so excited and I started jumping up and down.

"It was very nice, a very proud moment."

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Boxing world champion Anthony Joshua's choice of house might surprise you

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Before his action-packed fight against Wladimir Klitschko last year, Anthony Joshua rented a mansion at a cost of £20,000 a week to help with his final preparations. And after he stopped the former world champion in the 11th round, Joshua reportedly invested some of his huge fortune in a new house - but only as an investment.

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This example suggests Joshua's ability to be a TV personality due to how comfortable he seems on Camera. This is a rare type of appearance for someone from the boxing world and so it inevitably boosts his star image ahead of his competitors.

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Anthony Joshua's KNOCKOUT Moments on The Graham Norton Show