David on Dave

“Don’t call it a comeback” to quote LL Cool J. David Haye’s heavyweight clash on January 16th has all the hallmarks of a reinvention rather than yet another boxer who just can’t beat the demons. It is worth noting that roughly 30 months have passed since the Hayemaker’s last outing. A fifth round stoppage of Derek Chisora at Upton Park, in a much publicised and heavily criticised follow up to their brawl in Munich. There have several previous attempts derailed by injury (just ask Tyson Fury), and a stint in the jungle, yet the boy from Bermondsey is rarely far from people’s minds when it comes to heavyweight boxing in this country. He is one of the few British boxers who has successfully passed over into the mainstream conscious, whatever that actually means. He undoubtedly has charisma and catches the public’s imagination. This is often through his trash-talking or bravado, combined with his world class boxing ability and a fearlessness of standing out on his own. Regular television appearances and a brash personality don’t harm his cause either.

This is why it was no real surprise that Haye didn’t sign with a well-known promoter, or even team up with someone who was immersed in the boxing business. His latest venture with Salter brothers is typical of the individual. There has been a lot of recent talk about “Brand Haye” and their expertise in the entertainment industry will no doubt secure the boxer lucrative post-career opportunities. The two brothers (Andrew and Simon who own and run SB Entertainment) obviously have a grand vision for the two weight world champion and it will be interesting to see how their plan works out in the long term.

When we initially heard the rumours that Haye vs De Mori was going to be shown live on Dave we laughed, like most of the British boxing public probably, however this could be a potential masterstroke from Haye and his new team. It is no coincidence that he actually announced his return to the ring through the social media phenomenon LadBible. Not known for their boxing promoting but more for their entertaining urban myths and amusing videos. I know people of all ages, races, backgrounds as well as both genders who subscribe on various forms of social media and regularly share LadBible tales online or in person. This may seem trivial but it means that Haye has already attracted the attention of thousands that he wouldn’t have done, had this been released through ITV, Boxnation, Channel 5 or Sky Sports. Instantly he has the eyes of the nation right where he wants them, on him.

Any boxing on free-to-air TV is good news for boxing fans as far as we are concerned so as ridiculous as it sounds to possibly have a live David Haye card shown in between re-runs of Top Gear, is it really any different to streaming through his own Youtube channel, as was rumoured? Or worse than charging punters £19.95 for PPV? It is clearly a bold strategy for a man who could’ve stuck to what he knew best. Whether it proves successful or not, only time will tell, and it wouldn't be surprising to see him back on Sky Sports Box Office later in the year. Especially if he squares off against a certain Olympic gold medallist (and we aren’t championing Haye-Harrison II here).

Bringing boxing to the masses, whichever channel it’s on, should be applauded therefore so should David Haye.

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