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By Matt Aldridge
From watches and high-end cars, to sportswear and deodorant, Anthony Joshua’s sponsors are both lucrative and varied.
The heavyweight boxer will fight former heavyweight champion of the world Wladimir Klitschko at the weekend and whatever the result may be, he will pocket a cool £15million.
Making a profit on the night, too, will be Joshua’s sponsors, who are seeking to capitalise on one of British sports most valuable stars. Here are the 13 companies that back him.
Under Armour
Often seen worn by Joshua on his Instagram, Under Armour signed a multi-year deal with the sportswear company, who are second only to Nike in sportswear stakes.
Ahead of his fight with Eric Molina in December of 2016, Joshua was pictured representing the brand alongside former Manchester United winger Memphis Depay.
Speaking on his deal with Under Armour, Joshua said: “It is a partnership that has been incredibly successful to date, the brand has helped me increase performance with custom products and new technologies.”
Texo Scaffolding
An Essex based contractor, Texo Scaffolding hit the jackpot when they won the rights to sponsor Joshua’s IBF world title fight against Charles Martin the O2 Arena in April last year.
Joshua made his ring-walk sporting Texo’s logo, and the owner of the contractor, Robert Hayward, told the Braintree and Witham Times: "It was a great piece of publicity for us, as our website almost went into meltdown, as literally thousands of people logged on, presumably to see what we were all about.”
Sky Sports
In February, Joshua became an ambassador for Sky Sports, in a deal which will see him take part in Sky Sports’ Academy Initiatives, in the broadcaster's own words: “Helping young people to reach their potential across the UK and Ireland.”
Speaking on his partnership with Sky, the IBF Heavyweight World Champion and Olympic gold medalist said: “Sky have been with me since the start of my professional carer. They’ve followed me every step of the way and I am pleased to be joining such a great and ambitious organisation.”
Linked up with @SkyUK as an Ambassador. Working behind the scenes 2 inspire others, especially the next generation
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“As a Sky Ambassador I believe I’m in an incredibly strong position to inspire others, especially the next generation, to unlock their future potential and give something back.”
BXR
Based in Marylebone, BXR is a state-of-the-art gym with a monthly membership that costs upwards of £150 a month. In January, Joshua helped to open the gym along with promoter Eddie Hearn and DJ Mark Ronson.
Joshua said: “I spend the majority of my life in the gym, so I know what is required to make a truly great one.”
“I can’t wait to kick off my London sessions at BXR.”
Beats
A staple accessory for many of the sporting world’s top stars, Beats headphones can be seen used by the likes of LeBron James, Serena Williams and Tom Brady. So, why not add Joshua to that list?
In December Joshua featured in an advert for the headphones company, created by Dr Dre and Jimmy Iovine, alongside the aforementioned stars and many more, from Conor McGregor to Kevin De Bruyne.
Lucozade Sport
The UK sports drink brand have put pen to paper with Joshua, as they look to add more credibility to their brand. In a recently shot advert, as part of their ‘Made to Move’ campaign, Joshua’s career path is revealed.
Showing his bad-boy-turned-good story in a heartfelt way will could endear both him and the company to consumers, making this deal a moneymaker for both sides.
Lynx
As part of Lynx’s digital campaign ‘Men in Progress’, back in June of 2016, Joshua revealed the moment he believed that he could turn pro as a boxer. Set up to “challenge the perceptions of the modern man and celebrate masculinity”, Lynx have utilised Joshua’s talents in a series of adverts since becoming partners with him.
In the video, Joshua spoke of his time sparring with professional fighters, as an amateur. He said: “I was giving them bloody noses, black eyes and I started realising that I got a little bit of talent.”
Proud to be chosen as one of the @lynx #MenOfTheMoment.Look who else made it >> lynxformen.com/uk/men-of-the-… #ambassador
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StubHub
Online ticket marketplace StubHub has secured a lucrative deal with Joshua, giving it the rights to sell his tickets in an agreement with the fighter and Matchroom Boxing.
Speaking on the partnership, Joshua said: “We have forged a great working relationship and I am excited to be moving into the next stage of my career with such a committed partner.”
“I am pleased that my fans will continue to have a great platform to access face value tickets.”
Jaguar
“When I pull up in a Jag, it’s like a watch. Certain watches, everyone has, but there are certain watches only a few people know about.”
That is how Joshua revealed what feeling driving a Jaguar gives to him, and alongside his lucrative partnership with the car company, Joshua will not doubt be feeling good driving his Jag.
“The Jag is a car certain people know about,” he said. “It used to be that it was a car for the established man, who’d been in the game for years and treated himself to a Jag, but now they’re crossing right the way across the board.”
At Jaguar Land Rover Special Vehicle Operations the other day building a new Range Rover from scratch
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EQ
A nutritional supplement company, EQ Nutrition joined forces with Joshua ahead of his fight with Charles Martin. EQ Nutrition sell protein supplements and multivitamins, alongside a whole host of other products, aimed at improving the nutrition of its customers.
Also seen on his Instagram, EQ have gone as far as flying out supplements to the boxer, while he has been on holiday. On their website, they have said: “EQ Nutrition will be supporting Anthony Joshua with their wide range of sports performance supplements, which include high grade recovery proteins, and pre-training energy formulas, to support his gruelling training regime and promote quicker and more effective recovery.”
Audemars Piguet
Swiss watchmakers Audemars Piguet are famous for their timepieces, and in Joshua they have a brilliant public figure to show off their work. Away from the gym, Joshua has been sharing pictures online of himself wearing the prestigious watches, in a partnership that will surely benefit both parties.
Altitude Mask
Dubai-based Altitude Mask manufacture top-of-the-range masks, which help to boost endurance levels and to increase performance levels in athletes. Joshua has been utilising these new technologies in his rise and when partnering with the company, he said: “New technologies and training techniques are really important for any modern athlete. Any gains that can be taken from working with partners like Altitude Mask are key.”
“I have used the mask for some time and I am really pleased to be making this a more solid partnership.”
Dafabet
Asian betting company Dafabet, who are based in the Philippines, have been making inroads into the European market in recent years, primarily targeting football clubs, but have now looked to Joshua to spread their brand even further.
Aston Villa, Sunderland, Everton, Blackburn, Burnley and Celtic are all amongst their strong partners in the UK, and with Joshua Dafabet have secured a household name on British soil.
With their logo brandished on his shorts, Dafabet will be crossing their fingers in hope that the exposure with joshua can land them more customers in the coming years.
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