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Mike Tyson is turning fight advertising into a marketing bonanza

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Mike Tyson confused fans with the T-shirt he wore when he took the stage at the Apollo Theater in New York on May 13. It was black with “Dimopoulos Law Firm” written on it in white.

The former heavyweight champion has hired many lawyers during his turbulent life. But that was something different during the first press conference promoting his fight with Jake Paul, scheduled for Friday at AT&T Stadium in Arlington, Texas.

Dimopoulos Law Firm, which provides personal injury legal services and is based in Las Vegas like Tyson, reported on its Instagram page: “We are pleased to announce that we are an official sponsor of Mike Tyson in his upcoming fight against Jake Paul .”'

A billboard in Las Vegas features a photo of Tyson, a photo of law firm owner Steve Dimopoulous and the firm's motto: “We Win.”

Tyson looks set to win big.

He took advantage of the pre-fight publicity, promoting everything from caffeine-infused energy packs, testosterone replacement therapy, a home-growing psychedelic mushroom kit, cannabis products, a clothing line, saunas, a financial services app and, of course, personal injury law services in Las Vegas.

LF*GO, a company that sells caffeine-infused energy bags, has posted signage in Tyson's boxing gym. It can be seen in video clips of Tyson training that have gone viral.

Additionally, Tyson has worn T-shirts with the logos of companies he now works with during training videos and press conferences.

“Everything fell into place because you get Iron Mike, but you also get this incredible spectacle of a fight,” said David Cynamon, chairman of LF*GO. “Iron Mike would have been someone we wanted anyway. “This (fight) was the icing on the cake.”

Cannabis company Mike Tyson is trying to capitalize on the hype

Andrew Ruf, Tyson's agent, said the boxer initially made it clear after his 2020 appearance against Roy Jones Jr. that he was not interested in a fight. This eight-round fight, scored by prominent judges, ended in a draw.

But later, Ruf said, he inquired about it and Tyson was enthusiastic about the idea.

Tyson has said multiple times that he won't fight Paul over money. But it's clear that the pre-fight publicity is paying off outside the ring too.

Adam Wilks, CEO of Tyson 2.0 – the boxer's cannabis brand company – said the company was able to “capitalize on the hype surrounding the fight”.

On Tuesday and Wednesday in Dallas, Tyson 2.0 will partner with Cannify, which sells CBD and a range of other products, at an event. In Texas, selling marijuana for recreational use is illegal.

“It’s been incredible for us,” said Wilks, who has taken Tyson 2.0 to Germany and England in recent months and continues to fulfill Tyson’s global ambitions.

“He regularly calls me a few times a week and asks, 'Adam, why aren't we in this country?' said Wilks. “Or he goes on a trip or is somewhere with his family and asks, 'Adam, why aren't we here?' And I'll say, “Mike, it's not legal there yet, or the rules and regulations aren't open yet.” ''

Fraser Burns, who has worked with Tyson to offer testosterone treatments via telemedicine, said he is receiving similar calls from the boxer. They co-founded Iron Remedy MD, a key company in the partnership, and Tyson drove global expansion, according to Burns.

“He believes we can help inspire tens of millions of men, and he knows the cumulative impact around the world can be profound,” Burns said. “I can also tell you that when Mike puts his mind to something, he actually does it.”

Mike Tyson's black fight pants are designed

There will be valuable advertising on fight night.

Tyson's minimalist look gets a new twist thanks to his partnership with BYLT Basics, the clothing company that announced it will be designing Tyson's signature black boxing shorts.

“They will pay homage to Mike Tyson's iconic style, with a minimalist approach in classic black color and elegant design,” BYLT told USA TODAY Sports through a spokesperson. “The shorts are perfectly tailored to Mike Tyson and will have a timeless style that expresses the champion’s power and talent.”

The cutout towel that Tyson famously wore is also made by BYLT, according to the company. “We are doing another piece that will be featured in his pre-fight walk-up – a modern take on his iconic cut-out (towel) but with a BYLT twist.”

Clearly Tyson understands the value of clothing before the fight takes place. He flew to Dallas on Saturday and a video clip of his flight was released.

He was wearing a black T-shirt with white lettering.

“Dimopoulos Law Firm,” it said.

Follow Josh Peter on social media @joshlpeter11

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