Klitschko vs. Joshua – social media battle

There are some moments in sports when it seems that the whole world stops to enjoy them. That kind of a moment was definitely the fight between Wladimir Klitschko and Anthony Joshua. Honestly, I’m not the biggest fan of boxing but I simply couldn’t wait to see that fight. As it should be, social media really helped in building up the hype. Let’s remember some of the best moments from social networks…


A long time world champion, Wladimir Klitschko, was really obsessed with this match. Or should I say, #obsessed. Creating a simple,  but strong and memorale hashatag was a really good idea.

Training photos in combination with some motivational thoughts also proved Klitschko’s obsession with this fight, and his desire to win it and prove everyone he still has what it takes to be at the top.

Counting down the days till the big fight with attractive graphics and inspirational quotes will always get the fans engaged.

When the hype was built, and Wladimir’s social team saw an opportunity to promote new fan shop arrivals. Always a good idea before big events such as this one.

They also posted some informative posts. Fans always appreciate this type of content.

Klitschko also used Facebook Live to bring fans closer to this huge event.


Behind the “ropes” moments were also interesting to see…

Finally, these two posts show what kind of person Klitschko is. By showing how thankful he is to his fans, congratulating his opponent and showing that he is bigger than the defeat, Klitschko showed class and gave fans all around the world another reason to love him.


If you look at Joshua’s posts, you can say that he really enjoyed the preparations for this fight. Positive attitude is always nice to see.


Joshua also had an inspirational hashtag, as he became a part of Under Armour’s huge worldwide #IWILL campaign.


He posted some humorous (and a bit provocative) posts which is very nice because that’s all part of the game, too. Plus, humorous posts always engage more fans on social.


For me, the highlight of his social media activity was this inspirational video. Telling an interesting story, with lots of emotions and a strong message almost always guarantees success.


Joshua used Facebook Live to interact with his fans which was great to see. He was laid back, relaxed, enjoying his meal and talking to the fans. Other athletes should take note… 


We also got a chance to see his ”other side’‘, which is always great because, after all, athletes are human too 🙂

Long after his big win, when the stand were emptied, Joshua took his team back to the ring and showed respect to his team and the opponent, which was a great way to end his big night.

As icing on the cake, this video is something that is worth seeing over and over again, because of the strong message it sends. If you need a daily dose of motivation, this one’s for you!


As you can see, this excellent fight was followed by a lot of great posts that each boxer shared. We could enjoy a variety of content, spiced up with doses of interaction, fun, determination and motivation. Once again, social media made something that was already excellent even better.

Of course, some improvements could be made . First that comes to mind is the diversification of posts on different social networks. If I am a fan, and I follow a certain someone on all social media channels possible, then I’d like to see some different content on different social media. Something to think about for the rematch.

I wouldn’t say that one boxer did a better job then the other on social. They were actually themselves on social. Joshua is the entertainer all the time, he loves to interact with his fans. That’s what he does 24/7. And that is why his social media content is so interesting and engaging. On the other hand, Klitschko is not that type of guy. He keeps to himself, he lets his gloves do the talking. But, he still posted good content. For me, it’s a draw. We must have a rematch! 😉


Brankica Mandić

Brankica Mandić

Overtime Sports Marketing

If you have any questions about sports marketing, feel free to contact me at brankica@promooovertime.com.

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