Here's the thing, fight fans: You don’t become a big fish just because you move to a smaller pond.
That’s the lesson Devin Haney, Demetrius Andrade, and Tevin Farmer more or less learned when they decided to sign with Eddie Hearn, and that’s the lesson Shakur Stevenson is going to learn, too.
Stevenson, the prodigious undefeated three-division champion, has decided to cast away his polarizing gimmick that could have made him into a superstar with the right people behind him to align with a promoter who will give his critics additional ammo by putting him in dreadful, boring mismatches.
When it comes to Hearn, there are two schools of thought.
One, Hearn is a savvy promoter whose magnetic personality and ambitions have made him essentially the biggest promoter in the UK and one of “the good ones” when it comes to promoters in the sport. Those who think he falls into this group also believe Bob Arum and Oscar De La Hoya fall into that same group, so he’s basically a guy who gives kickbacks for kissing his butt and telling everyone, “If you love chocolate, you’re going to love this, too.”
The other school of thought is that Hearn is a nepo-baby who can't help but force himself onto the public. His rise to the chairman position of Matchroom Boxing came as something his father, Matchroom Sports founder Barry, could give him to take something off his hands. Regardless of who or what he’s involved in, Hearn must find a way to get involved beyond his official capacities and has not found a camera he won’t step in front of to give an interview. If his fighters aren’t becoming stars, that’s okay, because that keeps all eyes on him like he wants it.
We have to remember that Hearn “started” out of seemingly nowhere when his dad gave him the brunt of the work in promoting Audley Harrison’s heavyweight title challenge of David Haye in 2010. The well-connected and charismatic Hearn would sign Anthony Joshua three years later, which proved to be a massive success that required little legwork, and he would continue to find opportunities to expand his profile in the UK.
That wasn’t enough for Hearn, who was determined to break normal boxing conventions and be a worldwide promoter much along the lines of industry titans like Arum and '80s-era Don King. In order to do that, Hearn sought out American talent and lured them to Matchroom Boxing in hopes of building a brand.
His first acquisition was a major one as he signed then-junior middleweight champion Demetrius Andrade in 2018 just as Andrade was entering advanced talks for a unification bout with Jermall Charlo, with hopes that he’d crash that party and have a promotional part of that fight. It didn’t happen, as the fight was canceled and Hearn had the tremendously difficult task of promoting Andrade, a task he lamented in 2022 when Andrade and Matchroom parted ways.
This was despite the fact that Hearn had plenty of opportunities to match Andrade with big fighters, but he didn’t. Andrade’s first, and only, big fight of his career came last year when he was bludgeoned by David Benavidez, which came after his deal with Hearn ended.
He similarly tried to make something out of Tevin Farmer, not because he believed Farmer had star power, but because he could use Farmer as bait to lure Gervonta Davis into some sort of deal, which was the starting point of Hearn's unrealized wet dream of promoting a Tank fight that he hasn't given up on. If it already wasn't clear, that fight never materialized, and Farmer slipped into obscurity after dropping his title to Joseph Diaz 18 months after signing with Hearn.
Lest we forget that Hearn had Devin Haney under his wing, even promoting a few of his title defenses, but was more than happy to admit that he couldn’t get Haney the fights he was looking for. Haney would leave Hearn, become an undisputed lightweight champion, defeat Vasiliy Lomachenko, and be part of the biggest event of the year thus far in his controversial fight with Ryan Garcia. None of that would have happened with Hearn at the helm.
That is something fellow recent signee Jaron "Boots" Ennis is perhaps slowly beginning to realize as the heir apparent to the Terence Crawford era is without a fight or even direction just months after signing with him.
Now that brings us to Stevenson, who spurned a significant contract extension with Top Rank to instead sign a two-fight deal with Hearn. Stevenson refused a five-fight extension that would have earned him $15 million, citing issues with how Top Rank has handled his career up to this point, particularly alluding to an oft-mentioned notion that most of the boxing media don't talk about, that the organization doesn't go to bat for its black fighters. I'm not saying it's true, but Crawford and Floyd Mayweather Jr. don't seem to look back at their time under Top Rank very favorably when asked today.
While I understand that is a tremendously good contract, Stevenson is right to question Top Rank's willingness to deliver, especially as their commentary crew on ESPN has railroaded him, as well as slotting him in on a weekday for a title defense. Also, if he already doesn't believe they've done their due diligence with him, then throwing more money at the problem doesn't solve the problem.
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Who books a fight on a Thursday night? Seriously.
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Now I would argue that signing with Hearn would have been a tactically stupid move for Stevenson. Hearn is nowhere near the genius he is made out to be, but his emerging reputation as boxing's rich uncle makes this situation different. A two-fight deal allows him to use Hearn’s connections and put himself in position for bigger fights after the fact, and avoid the repeated pattern we've seen where fighters are waiting on Hearn to bungle them.
The same could also be said about Hearn’s close affiliation with streaming service DAZN. Hearn wanted everyone that could read, write, or listen to know that he was going to be the face of boxing for DAZN, using it as his vessel to fill the forthcoming void that would come as HBO and Showtime began to distance itself from sports programming. Though it was met with rightful praise almost six years ago, DAZN now has walked back all of its promises and essentially took HBOs spot with mismatched fights priced at a premium, something I’ve discussed on other platforms in the past.
That brings us to Hearn’s new sugar daddy in the form of Turki Alalshikh, the current Chairman of the Saudi General Entertainment Authority, who has been hosting the woefully wasteful “Riyadh Season” pay-per-views and trying to buy entire boxing promotions in the hopes of consolidating an entire sport under his fist.
Like DAZN, Alalshikh came to Hearn believing that he could make his project a success and showed him how much money he would be bringing to the table. Maybe somebody should have told him what to expect, but they didn't and Hearn sure as hell wasn't going to.
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"I'll f****** do it again!"
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For a while, things were working out as those who partnered with Alalshikh sung his praises while he doled out the cash. Those who would be so quick to criticize other promoters for low pay-per-view buys or terrible attendance wouldn’t give Alalshikh the same pleasure.
So the pay-per-views were seldom viewed, the areas sparsely attended, and the boxing media at large said as loud as they could “It’s not them, it’s you,” in hopes of getting in his good graces. Even Ring Magazine’s Doug Fischer jokingly suggested that Alalshikh should buy the publication, though he might need some reminding about how Alalshikh gets when a journalist comes in his vicinity.
With recent reports likely pointing to Alalshikh potentially having to abandon his boxing pursuits due to economic concerns in Saudi Arabia, the musical chairs game of who will get their hands in his pockets next is about to end. Stevenson is already getting a chair before the music stops for good, and he might just get two before the game is over for everyone.
That's going to happen on the undercard of Dmitry Bivol vs. Artur Beterbiev, where he's getting a huge gimme in the form of recently defeated jr. lightweight champion Joe Cordina. The only reason Cordina is getting the fight is because William Zepeda, Alalshikh's preferred opponent for Stevenson, will be with his wife as she is nearing her due date, and it would be bad press to send a Saudi hit squad to abduct him and force him to fight Stevenson in a near-empty arena for the Saudi prince's enjoyment.
I have no doubt that Stevenson-Zepeda will get made. Hearn and Oscar De La Hoya are doing whatever they can to appease the Saudi prince, who is likely paying them the big bucks to do his bidding. De La Hoya has yo-yoed the Stevenson-Zepeda fight by saying he'd like to make that fight happen, but he won't unless Stevenson signs with him. He’ll do no such thing and provide zero barriers when it comes time to make that fight six months from now.
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Or so we hope...
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From there, Stevenson can knock off his best available opponent in the division and leave Hearn in the dust with his pockets that much fuller, as well as his autonomy preserved for the time being. It will also give Stevenson the extra juice he may need to get a better deal on the negotiating table when he and Davis entertain a potential superfight.
Something tells me that this is part of the plan for Hearn as well. Stevenson is notoriously boring and unapologetic about his technique, but he is a ratings hit in spite of it. Perhaps also understanding his own inability to cross the pond and make big fights, he's happy to get what he can from Stevenson, before waiting for the next big boxing scheme to get dropped on his lap like DAZN and the Saudi partnership.
Ultimately, it's a low-risk deal for both men. How rewarding it will be for them, and for boxing, is yet to be seen.