Interview: Declan Warrington
BN: With the perspective that comes with retirement, how do you reflect on Eddie’s progress?
BH: It’s fair to say that I have a personal stake in this matter, don’t you think? After all, he’s my son, and any parent would naturally feel proud of their children. However, if you’re trying to separate me from the equation and evaluate him solely as an employee, I can assure you that he excels in his abilities and has achieved great things. I hold my roots and strong work ethic in high regard, and I have set a standard for myself that stems from my past experiences. When I observe Eddie, I can’t help but see a reflection of myself to some extent, which is why I’m not afraid to face mortality. While his upbringing may have been different from mine, with privileges like attending private school, enjoying luxurious vacations, and having wealth, such experiences can sometimes make people lose their edge. There was a time during his late teens when I was concerned that he might be losing his drive. However, the highest praise I can offer him is that he works even harder than I did, and I always believed my work ethic was unparalleled.
He has adapted far better than his peers to the new media landscape. The world has changed, but Eddie has spearheaded a revival in boxing, thanks to talented individuals like AJ and the era of Carl Froch. From the beginning, he embraced the digital and social media platforms, not only building an empire but also becoming a globally recognized figure. Most people in boxing live under constant scrutiny. There are countless opportunities beyond the sport. When it comes to understanding and manipulating the media, he is unmatched. No one has a personal following or experiences the same level of attention from the public. Adjusting to this lifestyle can be incredibly stressful, but what he has become is precisely what I had hoped for. He is a man of character, sincerity, integrity, and a relentless work ethic. Losing is not an option for him.
In terms of numbers, he has significantly elevated my company. Without him, I doubt I would have reached such a level of success. Eddie has always enjoyed teasing me and pointing out my mistakes, but it’s actually quite enjoyable to be reprimanded by a younger person whom I have mentored, especially when I know they are correct. His work ethic is unmatched, and his understanding of social media is among the best in the world, only rivaled by a handful of individuals. The ability to handle the pressures and challenges of this industry is often what ultimately wears you down. At 44 years old, I recently told him, “I believe you have about six more years in you. This business has a way of draining you; it has drained me several times. Back then, boxing wasn’t worth the sacrifices you had to make.” However, he has not only embraced the challenges but also grown alongside them, like a goldfish released into the vast ocean.
BN: Is he better than you?
BH: In today’s market, there is no doubt about it. I had my doubts about his longevity, considering he has been in the firing line for 10 to 15 years, but he has proven me wrong. He used to have everything handed to him on a silver platter, which always amused me; I jokingly referred to him as the “Silver-spoon kid”. However, the tables have turned now. When I walked into The O2, I overheard someone shout, “Look, it’s Eddie Hearn’s dad”. In certain aspects, he undoubtedly surpasses me. There’s still a slight advantage I hold because of my background, particularly in terms of numerical understanding and business progress. However, that is not the most significant aspect of business today. The most crucial factors are your presence and talent, and he possesses both.
BN: How are your book sales comparing?
BH: It’s infuriating. Let’s not even go there. My book surpasses his in every way, yet he outshines me. Why? Simply because he boasts 3,000,000 Instagram followers.
BN: What are your thoughts on what could be described as “the cult of Eddie Hearn” – the social media parodies; the merchandise; the fight-day runs, and more?
BH: I must admit, it’s quite amusing to me. I can’t help but wonder, how does something like this even occur? It’s absolutely absurd. It seems like this phenomenon has taken over every corner I turn. Even in my own kitchen, every mug proudly displays a quote. It seems that in this modern era of promotion, it’s not just about advertising the event itself, but also about showcasing one’s own persona alongside it.
The runs are incredibly clever. They surpass cleverness by far. I would have never conceived of such a thing. Moreover, it has evolved into a cult phenomenon – something people eagerly anticipate and diligently prepare for. It has become an integral part of his persona. What impact has it had on him? It has transformed his physical appearance and reformed his mindset. There are always advantages to endeavors that stand the test of time. The key is to avoid one-time occurrences. By effectively establishing his own brand, he has spawned numerous supplementary concepts that enhance and amplify his brand.
BN: He jokes that he’s having a midlife crisis…
BH: It’s true, we all experience minor crises from time to time because we’re all human. Even when I was his age, I went through a midlife crisis. It’s natural for younger individuals to indulge in excessive drinking, eating, partying, and staying up late, often neglecting their own well-being. However, he has taken steps to address this issue, and I genuinely admire him for it. I’m not sure how he manages to find the time, but he somehow does.
BN: What do you make of the nickname “Fast Car”?
BH: I have a profound adoration for it. It perfectly encapsulates his essence. One valuable trait in life is the ability to poke fun at oneself, and it’s quite amusing because it truly captures the trajectory of his career. He has progressed rapidly and enjoys indulging in luxuries like his Rolls Royce, while simultaneously being a shrewd and efficient businessman. It encompasses both facets of his personality.
BN: What’s his weakness?
BH: Your previous question aligns with this point. A great promoter must also possess a significant ego. If he has a flaw, it is likely his ego, as he strives to be the best, be perceived as the best, and earn respect as the best. An ego can be both an advantage and a disadvantage. However, in order to succeed, one must adopt a self-promoting approach. In essence, we are all like traveling salesmen. Eddie excels at projecting his social image, which serves as a valuable asset in his business. Nevertheless, he must be cautious not to let his ego dictate his decisions. When one is intensely focused on being the best, there is a risk of neglecting the business aspect. It is only natural for everyone to desire recognition and validation, as it is a part of human nature to possess an ego. However, it is more of a potential vulnerability rather than a true weakness.
BN: How concerned are you about the risk of burn out?
BH: It seems like he’s surpassing my past travel experiences. The speed of burn out varies for each person. If you’re mentally and physically fit, motivated, and content in life, burn out will decrease. Ultimately, it’s up to him to decide when to slow down, not me. Currently, he’s genuinely enjoying his pursuits, and I’ll support him in whatever he chooses to do.
BN: Does being more famous than many of the fighters he promotes make him a good or bad boxing promoter?
BH: Without considering the bloodline, if I were a fighter, is there someone you would prefer to have taking care of my career? Please don’t get upset or even consider it because that person simply does not exist anywhere in the world. I am aware of how deeply he cares for his fighters. He is willing to sacrifice everything for them. However, that is not the only reason why he is exceptional. He is also incredibly skilled at what he does, and when he is successful, it benefits not just himself but the entire sport, much like Tiger Woods did for golf. Tiger Woods was not only good for himself but also brought greatness to golf by elevating its standards. Eddie has done the same for boxing, along with fighters like AJ and others who have played a role in its advancement. But from a managerial perspective, is there anyone who can provide a better overall service? The truth is, there isn’t a single person who even comes close.
The Hearns (Mark Robinson Matchroom Boxing)
BN: How do you reflect on him banning you from boxing meetings?
BH: I must admit, I have to give credit where credit is due. My time in the spotlight has come and gone, and my outdated methods are no longer relevant. In terms of business, I would defer to his judgment without question. Nowadays, people in our society tend to speak their minds a bit too freely, but he’s absolutely right about that. Additionally, everyone has a point in their career where they need to acknowledge when their time is up. For me, that was probably six years ago. I can still be involved and ask questions, but truthfully, I prefer letting others do the heavy lifting. He has every right to be in complete control. After all, you don’t appoint management just to micromanage them. The whole purpose of having top-level management is to let them excel at what they do best. “Your days of holding press conferences are over.” “That’s fair enough – I have plenty of other responsibilities to attend to.”
BN: What about the move from Sky Sports to DAZN?
BH believes that in order to thrive, people must be willing to adapt to the changing world. Becoming complacent is the worst possible outcome, and unfortunately, Sky fell into this trap. They underestimated our resolve and thought they could take advantage of us for a low cost. Their understanding of the market was flawed, and their gamble backfired. On the other hand, we made the right decision and I believe Sky deeply regrets their miscalculation. However, they will never openly admit it. The future is uncertain, and anything can happen. This is an ongoing story, and in the world of business, personal feelings do not always dictate partnerships. As Bob Arum once said about Don King, “We don’t have to like each other to work together.”
It’s unfortunate that after 30 years with Sky, we still value their contribution to our success. However, it is essential to be treated with respect. Despite our initial preference to stick with Sky, they were unable to match the significantly higher offer from a new competitor. We understand that they needed to adapt to the evolving industry, but unfortunately, they couldn’t meet our needs. Nevertheless, our partnership with Sky for darts and other related content remains a significant part of our business, surpassing even boxing. The current contract will expire in a year, and we sincerely hope that Sky embraces the changing times and negotiates a mutually satisfactory agreement with us.
Financially, it is undoubtedly the right move. Instead of focusing on small-scale achievements, let’s consider the bigger picture. Our company has secured contracts not only in America but also in Japan and Mexico, solidifying our position as a global entity. Boxing, being a global sport, aligns perfectly with our global presence. Although our relationship with DAZN is not flawless, it is still worth investing in to unlock its full potential. The future of sports consumption, including boxing, lies in the digital realm, and even companies like Sky and ITV are recognizing this. We are content with our current position and have faith in the future that lies ahead.
BN: …and his handling of the Conor Benn affair?
BH: I have a tendency to trust people, including Conor Benn. I acknowledge that I could be either right or wrong in my belief. The fact that he has fought a couple of times in America and we have contracts in various parts of the world makes us committed to remaining loyal whenever possible. Unless the situation is extremely terrible, we will always give our fighter the benefit of the doubt and stand by him. Of course, there are limits to our loyalty, but considering Conor Benn’s long-standing relationship with his father Nigel, we have a history together. It’s like living in a fishbowl. By the way, do you know where Dillian Whyte is currently registered? He’s in Ireland. And as for Tyson Fury, where is he registered? Conor Benn needs to make a living, and if he ends up being banned worldwide, there’s nothing we can do about it. This whole dispute has been blown out of proportion, so let’s wait and see how the appeal turns out.
The decision to abandon the fight, which was co-promoted by Wasserman for Benn-Chris Eubank Jnr, might have been different if reconsidered. Reflecting on the situation, I don’t dwell on regret because the past cannot be altered. “It was my decision to make. Whether it was right or wrong, I’m unsure.”
BN: How do you feel about Matchroom’s growing relationship with the powerbrokers of Saudi Arabia?
BH: The government engages in trade with Saudi Arabia, and they reciprocate the trade. Various sports have also been involved there. I firmly believe in keeping politics and sports separate. My client’s main goal is to maximize earnings, and like many other sports, we appreciate the opportunity to explore and enhance the sporting landscape, alongside our Saudi friends.
Four years ago, I made a trip to discuss a snooker contract, and it surprisingly took four years to finalize. During the meeting with the minister for sport, I made it clear that my only condition was the inclusion of women referees. This was a time when women were not even permitted to drive, making it a significant demand. To my surprise, the minister agreed and said they would support our decision. It’s remarkable how small steps can lead to significant progress over time. The world doesn’t change overnight, but there are movements in the right direction. It’s inspiring to consider the various ways in which sport can be utilized. I’m pleased that we have been able to establish partnerships with Saudi Arabia, Qatar, Abu Dhabi, Bahrain, and countless other countries because we are not isolated from the rest of the world. Can you imagine if I told Anthony Joshua that we should forgo a lucrative opportunity in Saudi Arabia and instead compete at York Hall for a lesser reward?
BN: Given theirs and your history, what do you make of Eddie’s relationship today with Frank Warren?
BH: It’s quite interesting. I’ve always found it puzzling when it comes to “history”. Frank and I have been rivals for a considerable amount of time, yet I’ve consistently told Eddie, “You’ll find him pleasant to be around.” Until a few months ago, Eddie had never actually met Frank. We don’t share the same perspectives on business; different strategies attract different individuals. However, he possesses a genuine passion for boxing and is an exceptional boxing promoter. While I wouldn’t engage in business with Frank, I genuinely enjoy his company. Now, we find ourselves collaborating, which is the right way to go about it, as it benefits both of us. Don King and Bob Arum held deep animosity towards each other. As for Frank Warren, I don’t harbor any hatred towards him; instead, I genuinely wish him and his family all the best. We’re simply distinct beings.
I recently had the pleasure of meeting Frank Warren, and afterwards, Eddie mentioned that both Eddie and George, Frank’s son, were laughing. Eddie humorously remarked, “You two were reminiscing about fights from decades ago like a couple of old-timers.” Eddie’s observation was spot-on. It’s important not to confuse our competitiveness with personal animosity. Naturally, I wanted to come out victorious, and there were certain fighters of his that I aimed to outperform, just as there were fighters he desired from my stable. That was how the business worked back then. However, the business landscape has slightly changed now. Eddie is building a good rapport with George, as well as maintaining a positive relationship with Frank, which is beneficial for our respective businesses. It reminds me of what Micky Duff once said to Lloyd Honeyghan, “I don’t have to like you to manage you.” Nevertheless, it’s delightful to see them getting along well. It truly makes the world a better place.
