A little bit of context before we dive into the interview: The WSC Sports Creators Program empowers rights holders with expanded global reach and new revenue opportunities by giving content creators access to their media archives. This access enables creators to enhance their content and produce new segments, while rights holders benefit from free exposure to untapped markets as creators showcase their media. By redefining the traditional relationship between rights holders and creators, this partnership fosters a more dynamic and mutually beneficial content ecosystem. Here’s our conversation with Maddie Dobbins:
How would you describe Top Rank’s content strategy?
Top Rank’s content strategy serves a dual purpose: celebrating boxing’s rich history while promoting the sport’s present and future. By showcasing our vault of legendary fights and fighters including Muhammad Ali, Floyd Mayweather, and Manny Pacquiao, along with hundreds more, we’re creating nostalgia for longtime fans while introducing a new generation to the sport’s past stars. At the same time, we’re promoting today’s rising stars to our eager audience. How do we make all that happen? With meaningful storytelling and speed-to-market coverage, giving fans a ringside seat to the greatest sport in the world.
What drew Top Rank to join the WSC Sports Creators Program?
Having a content archive dating back to 1973 is like sitting on a goldmine. We have the deepest archive in the sport, and the opportunity to share that with other creators—while also creating a direct monetizable benefit for us—made joining the WSC Sports Creators Program an easy decision. It’s a win-win: we get to showcase boxing’s rich history in new and engaging ways, while expanding our reach and revenue potential in the space.
How does the WSC Sports Creators Program support Top Rank’s content strategy?
The WSC Creators Program is a perfect match for Top Rank’s content vision—celebrating boxing’s legacy while building its future. We’re always looking for new ways to bring those moments in boxing’s history back to life. This program helps us do just that by allowing us to resurface legendary fights and to create fresh, engaging content that connects with today’s audience.
What’s the biggest value you see in giving creators access to your media archive?
In recent years, “ripping and stealing” content has become increasingly common on social media. Rather than simply cracking down on these accounts, this program offers a way to transform that problem into an opportunity. The program allows us to work with creators in a way that benefits everyone—protecting our content while expanding its reach. It’s a smart solution to a problem that many brands in sports face, and the value in that is huge.
What’s the key factor behind the success of Top Rank’s partnership with the WSC Sports Creator Program?
In order for a program like this to succeed at scale, you really need WSC Sports as the facilitator to manage it. Our reps at WSC work to ensure we partner with creators that can help us achieve our business goals while respecting our brand and rights guidelines. WSC communicates regularly with the creators, ensuring they know what they can and can’t post, that they remain consistent, and understand the full potential of being a partner of Top Rank.
Would you recommend partnering with the WSC Sports Creators Program? If yes, what are the reasons?
Yes, I would. They’ve really got this program down to a science. WSC has tapped into a real need in the market—connecting sports creators with content while also helping brands get even more value out of their own content. It’s a smart approach that benefits everyone involved.
How do you envision the interaction between creators and Top Rank evolving over the next three years?
That’s a great question. We’ve talked about exploring ways to connect more with the creators—taking it a step further to go beyond highlights. We’re excited to see where the program goes.
What can fans expect from Top Rank Boxing in 2025 and beyond?
We’re always looking for new ways to connect with our audience and push beyond traditional content. We’re incredibly proud to be boxing’s leading promoter since the 70s, and a big part of that success comes from constantly finding new ways to showcase our sport to the world. Expect a very exciting 2025 from Top Rank.