Jake Paul Expands into Kickboxing with “GLORY Underground”
Jake Paul is making another power move in combat sports, and this time, it’s kickboxing in his crosshairs. His media company, Betr Media, has joined forces with GLORY, the world’s top kickboxing promotion, to introduce a bold new fight series. Titled “GLORY Underground: Powered by Betr,” this invite-only event is set to debut on May 1 from Betr’s Miami headquarters. It will stream live on YouTube, signaling a shift in how kickboxing reaches its audience in an era dominated by digital platforms and social media engagement.
Redefining Combat Sports Presentation
This partnership isn’t just about exciting fights; it’s about redefining how combat sports are presented and consumed. By leveraging influencer-driven media, Betr and GLORY aim to connect with younger audiences who crave behind-the-scenes access and shareable moments. This shift aligns with a growing trend—sports organizations are abandoning traditional networks in favor of direct-to-fan digital experiences. For GLORY, whose reputation has long been built on elite kickboxing, it’s an opportunity to expand its brand beyond its core audience.
Main Event: Kwasi vs. Beztati Rematch
The inaugural event will be headlined by a rematch between GLORY welterweight champion Chico Kwasi and lightweight titleholder Tyjani Beztati. Their first clash ended in a draw, leaving unfinished business and a compelling storyline. Both fighters have contrasting styles—Kwasi’s explosive power against Beztati’s technical finesse—which sets the stage for a must-watch bout.
Jake Paul’s Growing Influence in Combat Sports
For Jake Paul, this is another calculated step in his growing influence over combat sports. His Most Valuable Promotions brand has already disrupted boxing, elevating crossover fights and giving underrepresented fighters bigger platforms. He played a key role in the landmark Katie Taylor vs. Amanda Serrano fight and recently shocked the boxing world by drawing 108 million viewers on Netflix for his bout against Mike Tyson. Now, by moving into kickboxing, he’s signaling that he’s not just an entertainer—he’s an industry force reshaping the fight game’s future.
The Shift to Digital-First Strategies
This partnership also highlights a broader trend in combat sports—the increasing reliance on digital-first strategies. With streaming services like Netflix investing heavily in live sports and influencers driving engagement, the traditional pay-per-view model is shifting. Promotions like GLORY recognize the potential of aligning with platforms that bring in massive online audiences rather than relying solely on legacy broadcasters.
The Future of “GLORY Underground”
The success of “GLORY Underground” will depend on how well it blends high-level kickboxing with a fresh content approach. If it delivers, it could mark the start of a new combat sports model—one where legacy organizations tap into digital-heavy strategies to stay relevant. Whether it’s a game-changer or just another experiment, the combat sports world will be paying close attention.
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