Mike Tyson turns fight publicity into marketing goldmine

Mike Tyson puzzled fans with the T-shirt he wore when he walked onto a stage at the Apollo Theater in New York on May 13. It was black with white lettering that read, “Dimopoulos Law Firm.”
The former heavyweight champion has retained many attorneys during his turbulent life. But this was something different during the first news conference to promote his fight with Jake Paul set for Friday at AT&T Stadium in Arlington, Texas.
Dimopoulos Law Firm, which provides personal injury legal services and like Tyson is based in Las Vegas, reported on its Instagram page, “We’re excited to share that we are an official sponsor of Mike Tyson in his upcoming fight against Jake Paul.’’
A billboard in Las Vegas features a photo of Tyson, a photo of law firm owner Steve Dimopoulous and the firm’s motto: “We Win.’’
Tyson appears to be winning big.
Capitalizing on the pre-fight publicity, he has promoted everything from caffeine-infused energy pouches, testosterone replacement therapy, a psychedelic mushroom home-grow kit, cannabis products, a clothing line, saunas, a financial services app and, of course, the personal injury law services in Las Vegas.
LF*GO, a company that sells the caffeine-infused energy pouches, has signage in Tyson’s boxing gym. It’s visible in video clips that have gone viral of Tyson training.
Also, during training videos and news conferences, Tyson has worn T-shirts bearing the logos of companies with whom he now partners.
“Everything came together because you get Iron Mike, but you also get this unbelievable spectacle of a fight,’’ said David Cynamon, chairman of LF*GO. “Iron Mike would’ve been somebody we wanted anyways. This (fight) was a cherry on top.’’
Andrew Ruf, Tyson’s agent, said the boxer initially made it clear he had no interest in fighting after his 2020 exhibition against Roy Jones Jr. That eight-round fight, scored by celebrity judges, ended in a split draw.
But later, according to Ruf, he inquired about it and Tyson warmed to the idea.
Multiple times Tyson has said he’s not fighting Paul for the money. But it’s clear the pre-fight publicity is paying off outside the ring.
Adam Wilks, CEO of Tyson 2.0 – the boxer’s cannabis brand company – said the company has been able to “leverage the hype around the fight.’’
On Tuesday and Wednesday in Dallas, Tyson 2.0 will be partnering for an event with Cannify, which sells CBD and a range of other products. In Texas, the sale of marijuana for recreational use is illegal.
“It’s been incredible for us,’’ said Wilks, who in recent months has steered Tyson 2.0 into Germany and England and continues to fulfill Tyson’s global aspirations.
“He calls me regularly a few times a week and he’ll be like, ‘Adam, why aren’t we in this country?’ ” Wilks said. “Or he’ll go to a trip or be with his family somewhere and be like, ‘Adam, why aren’t we here?’ And I’ll be like, ‘Mike, it’s not legal there yet, or the rules and regs haven’t opened up.‘ ’’
Fraser Burns, who has partnered with Tyson in offering testosterone treatments through telemedicine, said he gets similar calls from the boxer. They co-founded Iron Remedy MD, a key entity for the partnership, and Tyson has pushed for global expansion, according to Burns.
“He believes we can help inspire tens of millions of men, and he knows that compounded effect can be profound throughout the world,” Burns said. “I can also tell you that when Mike puts his mind to something, it actually gets done.”
Some valuable publicity will come on fight night.
Tyson’s minimalist look is getting a new twist thanks to his partnership with BYLT Basics, the clothing company that said it will design Tyson’s signature black boxing trunks.
“They will be a tribute to Mike Tyson’s iconic style, with a minimalistic approach in a classic black color and sleek design,’’ BYLT told USA TODAY Sports through a spokesperson. “Perfectly tailored to Mike Tyson, the shorts will be a timeless style that channels the power and talent of the champion.’’
The cut-out towel Tyson famously wore also will be made by BYLT, according to the company. “We are making another piece to be featured in his pre-fight walk up – a modern take on his iconic cut out (towel), but with a BYLT twist.’’
Clearly, Tyson understands the value of attire before the fight takes place. On Saturday he flew to Dallas, and a video clip of his plane ride was released.
He was wearing a black T-shirt with white lettering.
“Dimopoulos Law Firm,” it read.
Follow Josh Peter on social media @joshlpeter11