Top Rank Boxing aimed to create "La Última Palabra: Revanchas Legendarias del Boxeo Mexicano" ("The Final Word: Legendary Rematches of Mexican Boxing"), its first full-Spanish language show, as a tribute to the rich heritage of Mexican boxing. The objective was to celebrate the legacy and culture of Mexican fighters while engaging multiple generations of Hispanic boxing fans. By offering a platform for candid, multi-generational dialogue—a rarity in the often-guarded world of professional boxing—the show provided a unique opportunity for legends and current stars to connect and share their stories.
This show sought to foster deeper connections between the fighters and their fans by presenting an organic, culturally resonant dialogue in their native language.
Strategy: The show was conceptualized as a bridge between generations of Mexican boxing fans and legends, offering a unique opportunity for younger fans to witness the wisdom of four iconic fighters: Julio Cesar Chavez, Erik Morales, Marco Antonio Barrera, and Juan Manuel Marquez. The program also spotlighted Mexican legends-in-making, Emanuel Navarrete and Oscar Valdez, who were preparing for their highly anticipated rematch. By creating a native-language show, Top Rank aimed to deliver an authentic experience, ensuring that the fighters could express themselves naturally without translation barriers.
Execution:
Panel Discussion: Filmed in Mexico City and airing on Top Rank's YouTube, the roundtable featured spirited conversations and storytelling from the boxing legends, bridging the gap between past and present while delving into the nuances of legendary rematches.
Promotion via Social Media: While the show was mainly promoted through Top Rank’s Spanish-language social media channels, which boast 3.3 million followers, it was also shared across all Top Rank’s social media platforms, totaling 25 million followers. Exclusive clips, behind-the-scenes footage, and photos encouraged tune-in for the full episode.
Watch the full episode HERE.
"The Final Word" delivered strong results, underscoring the value of native-language content:
Audience Reach: The full episode garnered 253,000 views on YouTube, demonstrating robust interest in culturally tailored programming.
Performance Metrics: Across all social platforms, promotional clips and content generated 1.3 million impressions and 66,000 engagements, further highlighting the widespread interest and engagement with the program.
Fighter Testimonials: Participating fighters expressed heartfelt appreciation for the opportunity, emphasizing how meaningful it was to engage directly with fans in their native language.
Legacy: The success of this program has led to the development of a similar concept featuring the greatest Puerto Rican boxers, showcasing the potential for continued growth and cultural engagement.
Through "The Final Word," Top Rank Boxing not only honored the storied history of Mexican boxing but also set a new standard for multicultural community engagement in sports media. By prioritizing authenticity and connection, the show resonated deeply with its audience and demonstrated the enduring appeal of culturally specific content.
