The business of boxing is built on breaking the rules

Countries & Cities · Published 16 October 2026 Swipe more like this →

In short: Oscar De La Hoya founded Golden Boy Promotions to bring honor to boxing, but the company's history reveals a more complex reality. From record-breaking pay-per-view buys to accusations of bending regulations to secure title shots, it illustrates how high-stakes sports promotion balances prestige with aggressive commercial interests.

Founded in 2002 by eight-time world champion Oscar De La Hoya, Golden Boy Promotions quickly became a titan of the sport. By facilitating several high-profit boxing events, such as the 2007 'super fight' featuring Floyd Mayweather and De La Hoya, the firm played a key role. That event set records for pay-per-view buys at the time and stood as the second-highest grossing fight in history.

However, the pursuit of these massive contracts has led to significant controversy regarding sportsmanship and integrity. In 2009, the company was embroiled in a dispute over the WBA junior welterweight title. Undefeated fighter Dmitry Salita accused Golden Boy of 'bending the rules' and trying to 'kick everyone to the side' to secure a specific matchup for their interests. While De La Hoya publicly championed honor in the sport, critics like Salita argued that the company's maneuvers prioritized business over fair competition.

The firm has also navigated the volatile world of mixed martial arts (MMA). In 2008, it partnered with Affliction Clothing to launch an MMA promotion, which was abruptly cancelled in July 2009 just ten days before a major event due to a fighter testing positive for anabolic steroids. More recently, Golden Boy has expanded into high-value streaming deals, such as Canelo Álvarez's 2018 contract with DAZN, which was cited at the time as the richest athlete contract in sports history.

Today, the company manages various champions and continues to pivot between traditional boxing, MMA, and major broadcasting partnerships like its two-year deal with ESPN starting in 2017.

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