Nigerian promoter pitches Joshua versus Itauma boxing match for African market
Promoter Dr Ezekiel Adamu is advocating for a heavyweight boxing match between Anthony Joshua and Moses Itauma in Nigeria, highlighting the continent's vast youthful demographic and growing sports entertainment sector as a major commercial opportunity.
Nigerian promoter Dr Ezekiel Adamu is pushing to stage a heavyweight boxing match between Anthony Joshua and Moses Itauma in Nigeria. He argues the event would generate unprecedented global viewership by tapping into the continent's expanding sports entertainment sector.
Both fighters currently have separate immediate commitments. Joshua is scheduled to face Kristian Prenga in Saudi Arabia later this month ahead of an anticipated bout with Tyson Fury, while the unbeaten Itauma fights Filip Hrgovic in London on 29 August.
Adamu views a future clash between the two Nigerian-heritage heavyweights as a major commercial opportunity. He pointed to Africa’s population of approximately 1.4 billion people, noting that 70 to 75 per cent are between the ages of 15 and 30.
"It's a global fight. We'll get some huge numbers when it comes to viewership," Adamu stated. He believes such an event on African soil would surpass the historical impact of Muhammad Ali’s famous 'Rumble in the Jungle' in Zaire.
Market potential and digital engagement
The promoter cited recent domestic events as evidence of surging demand. A boxing show staged in May featured a 5,000-seat arena that Adamu claimed could have been filled ten times over, with massive crowds waiting outside.
That same event generated nearly two billion views and four billion impressions across social media platforms. Nigeria alone accounts for roughly 250 million people, presenting a highly youthful demographic for sports and entertainment ventures.
This growth is attracting institutional attention. Adamu noted that the government has been involved in recent editions of these events, alongside major commercial brands seeking to capitalize on the market.
Joshua, a two-time world champion, has expressed a desire to become undisputed again and continue fighting beyond his expected match with Fury. Itauma, meanwhile, has secured 14 consecutive victories.
Adamu remains confident that aligning these career trajectories with Nigerian infrastructure will yield massive returns. He described the convergence of youth demographics, government support, and global star power, stating, "It's a time bomb waiting to explode to be honest with you."
