Misfits Boxing is a London-based boxing promotion company founded in 2022 by KSI (Olajide Olatunji), along with Mams Taylor, and brothers Kalle Sauerland & Nisse Sauerland.

It is a “crossover” boxing promotion — meaning it blends social-media influencers, YouTubers, content creators, and traditional boxing to create a hybrid entertainment + sport experience.

In January 2023, Misfits Boxing announced a five-year exclusive broadcasting deal with DAZN for the series of events titled “MF & DAZN: X Series”.

Key Features & What Makes It Unique

Influencer & crossover-star focus: Fighters often come from YouTube, TikTok, Instagram, or other entertainment/celebrity backgrounds rather than purely from traditional boxing.

Entertainment-first ethos: The promotion emphasises spectacle, personality, social-media engagement, and fan-driven stories as much as it does the boxing itself. Bodyslam.net

Hybrid card structure: Some events mix amateurs, influencers, professional boxers, and even special format bouts.

Large reach & new audience: By using influencers and social media stars, Misfits attempts to bring boxing to audiences who might not usually watch traditional boxing.

History & Milestones

Launch: August 2022.

The promotion’s debut event: “X Series 001” featured KSI himself fighting twice in one night.

Signing the DAZN five-year deal in January 2023 to host at least six events per year, including two major pay-per-view nights.

By 2024-2025, they began expanding beyond pure influencer boxing into professional divisions as well.

Why It Matters

New audience for boxing: By tapping influencers and digital stars, Misfits is helping bring boxing into new demographics, especially younger viewers who might be more engaged via social media.

Commercial & media significance: A major broadcaster (DAZN) backing the model shows that there’s commercial value in the crossover concept.

Evolution of combat sports: It represents one of the ways boxing is evolving — blending sport, entertainment, influencer culture and global digital reach.

Opportunity for fighters/creators: It gives non-traditional fighters (influencers, entertainers) a platform to enter boxing, which can be lucrative but also risky.