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Derek Bilton: Misfits thriving amidst chaos as influencer boom continues
In Bill Hicks’ iconic “It's just a ride” monologue, the legendary and much missed comedian compares the world to an amusement park ride. A ride that is illusory, temporary, with many twists and turns but one which is ultimately not to be taken too seriously.
Hicks - the late, great American stand-up - came to mind when I watched the craziness of the Misfits fight week last week. I mean where do we start?
Future fistic historians may struggle to explain the Misfits boxing phenomenon.
They will understand Ali and Frazier. They will understand Leonard and Hearns. They may however struggle to get their heads around Ibiza Final Boss and Jordan McCann.
Sparks fly as Zayas and Ennis meet
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Their fight on Saturday – while wildly entertaining – was not one for the purist. Indeed, in the next edition of the Oxford English Dictionary - beside the word 'exhausted' - there should just be a still photo of McCann in that fourth round in Manchester. Yet the circus came to town, and the tent was full to bursting.
There was a time when prize-fighters emerged from the hardest places of the earth. Jimmy Wilde - widely regarded as the greatest flyweight of all time - was a coal miner's son who began working underground in the pits at a young age.
The indomitable Benny Lynch – who became Scotland's first-ever world champion – rose from extreme destitution in the notorious Gorbals district of Glasgow during the Great Depression.
Due to hardship, hunger and a maniacal desire to escape the poverty trap, these men fought their way under the bright lights and became legends.
McCann clearly not overburdened by boxing’s rich history
In 2026 however, destiny occasionally arrives wearing Aviator sunglasses and carrying a ring light. McCann is clearly not a man overburdened by boxing’s rich history.
The ecology of modern combat sports has evolved rapidly. The old rules no longer apply. In this crazy, brave new world, it feels like nobody requires a coherent route through the rankings.
McCann rapping his way through his public workout during fight week was quite entertaining. McCann sucker punching Big Stacks to leave him bleeding from the nose in the same fight week? Not so much. Indeed, when Big John Fury – the CEO of pre-fight craziness - is alluding in IFL interviews that McCann overstepped the mark by punching someone else on the card in the face just days before the event, it’s probably time for young Jordan to have a think about his life choices and calm it down a bit.
To the uninitiated Big Stacks is Charlie Robert, a fellow who has crowned himself as the hardest man in the UK on social media.
Of course he is not the hardest man in the UK, that’s just his persona. His schtick. But no matter. Contenders who have discovered social media monetisation are thriving amidst the chaos.
Influencer boxing has become a hugely divisive development in combat sports over the past 10 years.
Critics will argue that it denigrates the proud traditions of the sport. Year after year genuinely talented prospects are having to give the pro game up purely because they are not ticket sellers and they cannot make it work financially. It must be tough for said prospects to then watch influencers who don ‘t have 5% of their natural talent making bank in the sport they love purely because their TikTok game is strong.
The bottom line is a traditional small hall show in London or Manchester will definitely have more skilled boxers on show, but with no TV backing the promoter will likely run the events at a loss and the boxers involved won’t earn decent money because the math ain't mathing. If you were a boxer, what card would you rather fight on?
Misfits boxing bringing new eyes to the sport
However, while some of the fights at the weekend clearly blurred the lines between sport and entertainment, one cannot deny that Misfits boxing is bringing new eyes to the sport.
Misfits taps directly into the Gen-Z and younger millennial demographic and – bigger picture - the hope is a new, younger audience will be attracted.
These influencers often have huge followings. Huge. And while purists may wince, if these types of fights stoke the interest of those watching, who then fancy having a go themselves and it gets circa 200,000 more people through boxing gym doors year on year, then trust me there is a place for it.
Misfits Boxing
Misfits’ curious blend of ego, entertainment and varying degrees of athleticism is a fascinating watch. If we have learned anything about modern celebrity it is this. Two personalities cannot occupy the same corner of the internet indefinitely and so there is an undeniable honesty to Misfits matchmaking. These men and women - driven by an ego unique to the digital age and the lure of cold hard cash – often step into the ring with a reckless willingness to fail.
The truth is critics of this type of fighting need to stop overthinking it. Take a breath and remember that temporary emotions in life such as anger or fleeting joy are never permanent truths. To view this phenomenon through the prism of traditional prize fighting is to misunderstand the era we inhabit. This is not the sweet science. This is social media tribalism and primal theatre.
Misfits is going nowhere. The events continue to draw big crowds, and the financial numbers are clearly very healthy. So, please try to understand and watch these fight cards for exactly what they are. Entertainment. Misfits is neither the saviour of the sport or its chief hangman. When all is said and done, “it's just a ride”.
Zayas vs. Ennis - watch only on DAZN
Xander Zayas defends his WBO and WBA super welterweight titles against Jaron ‘Boots’ Ennis on Saturday, June 27, exclusively live on DAZN. Buy as a one-off PPV or included, along with Joshua vs. Prenga (July 25) and Canelo vs. M'billi (Sept 12) PPVs, with a DAZN Ultimate Tier subscription.
