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The world of influencer boxing takes another surreal turn on Saturday when former World's Strongest Man Eddie Hall faces reality television star and professional boxer Tommy Fury in Manchester.
The heavyweight contest at the AO Arena is understood to be an exhibition bout, meaning it will not count towards either fighter's professional boxing record.
It is scheduled for six two-minute rounds, bringing together two Britons from entirely different worlds.
The event is promoted by Misfits and is the latest example of a boxing show that increasingly blurs the lines between professional sport, entertainment and social media celebrity.
Fury's professional resume includes high-profile victories over influencers-turned-boxers KSI and Jake Paul.
He insists his ambitions remain tethered to world-title aspirations. In reality, however, the 27-year-old has cemented himself as the poster boy for the influencer boxing boom.
Hall, 38, headlined what was billed as 'The Heaviest Boxing Match in History' in 2022 against rival Hafthor 'Thor' Bjornsson.
After losing to the Icelander in the exhibition bout, Hall transitioned into MMA and scored a knockout victory over fellow former strongman Mariusz Pudzianowski last year.
The undercard perhaps best illustrates the unusual crossroads at which modern boxing now finds itself.
Sharing the bill is social media personality 'The Ibiza Final Boss', real name Jack Kay, who became an internet sensation in 2025 after videos of his confident dancing, distinctive bowl haircut and gold-chain-wearing persona went viral on TikTok.
Also appearing on the card is two-time Olympic taekwondo gold medallist Jade Jones.
