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.

Geplaatst door Klitschko op Dinsdag 31 januari 2017

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.

I’m looking forward to this challenge. I have my goal – to become three-time world champion. My motivation is high as the sky. #obsessed #JoshuaKlitschko

Geplaatst door Klitschko op Donderdag 23 maart 2017

I‘ve got one goal and I will reach it. #obsessed #JoshuaKlitschko

Geplaatst door Klitschko op Dinsdag 4 april 2017

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

Still 5 weeks to go. #obsessed #JoshuaKlitschko

Geplaatst door Klitschko op Zaterdag 25 maart 2017

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.

New cool stuff. Buy now.

Geplaatst door Klitschko op Zondag 2 april 2017

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

Hi guys, I've got some important dates for you. #obsessed #JoshuaKlitschko

Geplaatst door Klitschko op Zaterdag 22 april 2017

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

Geplaatst door Klitschko op Donderdag 27 april 2017


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

I need allies and I have the best team I can get. Together we will reach my goal. Thanks to everyone who support me. #obsessed #JoshuaKlitschkoCredit: Michael Sterling Eaton

Geplaatst door Klitschko op Dinsdag 25 april 2017

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.

Really enjoyed the fight, I hope you did, too. Thank you for your amazing support. I can truly feel it. Respect and congrats to Anthony Joshua.

Geplaatst door Klitschko op Zondag 30 april 2017

Leaving London with a feeling everyone's won Saturday night the sport, the fans and even I on respect. Cheers & I'll be back!

Geplaatst door Klitschko op Dinsdag 2 mei 2017


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.

Starting the week fresh #AJBoxing

Geplaatst door Anthony Joshua op Maandag 27 maart 2017

Reactions 🕵🏾

Geplaatst door Anthony Joshua op Vrijdag 31 maart 2017


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

Reps on reps. Rounds on rounds. 🔁 #IWILL

Geplaatst door Anthony Joshua op Donderdag 6 april 2017


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.

S T A Y H U M B L E 😅✌🏾😅 Klitschko

Geplaatst door Anthony Joshua op Woensdag 12 april 2017


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.

It’s been a journey. This is another step. Lucozade Sport #MadeToMove #JoshuaKlitchsko

Geplaatst door Anthony Joshua op Dinsdag 18 april 2017


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… 

Need ring walk suggestions? 🎶

Geplaatst door Anthony Joshua op Dinsdag 25 april 2017


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

See you on Sunday mum x

Geplaatst door Anthony Joshua op Woensdag 26 april 2017

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.

‪Onto the next one 🌎 #AJBoxing ‬

Geplaatst door Anthony Joshua op Zaterdag 29 april 2017

Team Behind The Dream 💙

Geplaatst door Anthony Joshua op Zondag 30 april 2017

‪Styles make fights. Respect Klitschko 🥊 #AJBoxing ‬

Geplaatst door Anthony Joshua op Zaterdag 29 april 2017

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!

Seize the moment. #IWILL 🏆

Geplaatst door Anthony Joshua op Maandag 1 mei 2017


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.

Photo source:


footer OT logo

Copyright © 2014-2016 Overtime

Follow Overtime team:

tw icon Marijan

tw icon Vedran

tw icon Bruno

tw icon Niko