Mayweather-McGregor embraces race
Boxers use skin color to generate interest in fight
For all the novelty of their fight, Conor McGregor and Floyd Mayweather Jr. have relied on boxing’s most durable means of promotion. Through words and behavior, they have concocted a racial rivalry in a climate ripe for exploiting it.
In press tour stops in Los Angeles and Toronto, McGregor said to Mayweather, “Dance for me, boy.” In a subsequent tour stop in Brooklyn, following criticism of those remarks, McGregor explained he couldn’t be racist because he was “half-black from the belly button down.” He then thrust his pelvis as a gesture “to all my beautiful black female fans.” Mayweather has since stated many people believe McGregor is racist and dedicated the fight to “all the blacks around the world.”
In a country still wracked by the recent horror of Charlottesville, Va., Mayweather and McGregor will fight Saturday night in Las Vegas in perhaps the richest and most outlandish boxing match in recent history.
Mayweather, a 40-yearold with a 49-0 career record who is regarded as one of the greatest tacticians in the sport’s history, expects to earn more than $200 million. McGregor, 29, an incendiary mixed martial arts champion who hasn’t strictly boxed since he trained as a youth at the Crumlin Boxing Club in his native Dublin, expects to clear $100 million.
The racial undertones emanating from the promotion of Mayweather-McGregor echo the sport’s history of using racial conflict — genuine or otherwise — as a selling point. McGregor may not be cast as a traditional Great White Hope, an oftused trope for 100 years of fights. But playing up a black-white divide has been a hallmark of boxing promotion since the early 20th century, and Mayweather and McGregor have proven the durability of the tactic.
“We have a very polarized and very conflicted racial environment right now,” said Jeffrey Sammons, a history professor at New York University and the author of “Beyond The Ring: The Role of Boxing in American Society.” “And I’m sure McGregor probably has a lot of white supremacists that are rooting for him.”
From Jack Johnson to Muhammad Ali, fighters have used boxing as a vehicle for social change, but more often, race has been used as a marketing ploy, an appeal to one set of base urges in a sport built on them. Critics see McGregor and Mayweather contriving racial animosity to help sell a fight as opposed to pursuing a greater cause.
“The thing about Jack Johnson and Joe Louis and Muhammad Ali is they transcended their sport in numerous ways,” Sammons said. “But this comes out of nowhere. I’ve never heard Floyd Mayweather commenting on race before, taking any kind of social position. He’s just been a boxer. He’s never transcended his sport. So this rings hollow as something that has any kind of basis in real feeling.”
“It’s distasteful what’s going on,” said former heavyweight Gerry Cooney, now a host on Sirius XM radio. “They’re misusing words, and they’re using it to promote it.”
Cooney took part in one of the most racially charged promotions in recent memory. When Cooney fought Larry Holmes for the heavyweight title in 1982, 22 years had passed since the last white heavyweight champion. Don King labeled Cooney as the latest Great White Hope, and Holmes stated he got the title shot only because he was white. Cooney appeared on the cover of Time magazine. Each fighter’s purse cleared $8 million, and Holmes questioned whether Cooney’s pay would have matched him had he been black.
White supremacist groups threatened to shoot Holmes the night of the fight. Black rights groups countered with vows to retaliate if anything happened to Holmes. On the night they walked into an outdoor ring in Las Vegas, police snipers stood on roofs.
“It’s a selling point,” Cooney said. “There’s a lot of ignorant people in the world. So they want to hear it. They want something to put on their back and stand up for. It’s just a small group of those people. But it sells tickets.”
The setup for Saturday night’s fight — a black boxing champion, seeking a massive purse, finding a white challenger with no experience at the higher rungs of the sport — echoes the plot director Ron Shelton imagined 22 years ago for the film “The Great White Hype.”
Shelton, an ardent student and an avid connoisseur of boxing who leaned on history to create his art, can see repetition of his art in life.
“If this was a black UFC champion and Mayweather,” Shelton said, “I don’t think they’d sell a ticket.”
Shelton did not draw on Cooney-Holmes specifically for his script — he viewed Cooney’s performance as worthier than many white challengers — and his film differs in detail from Mayweather-McGregor. McGregor is a world-famous mixed martial arts fighter who has never boxed. The white challenger, played by Peter Berg, was the frontman for a band and had defeated the champion (Damon Wayans) as an amateur. Wayans’ character loafs through training, and Berg’s undergoes a stirring transformation — and then the champion knocks out the white challenger in 27 seconds. Shelton says Saturday won’t be much different. they’re “This makes selling no this sense manythat tickets,” he said. “Mayweather is one of the greatest fighters of all time. The other guy is 0 for 0. ... There’s a long tradition of being your people’s champion and putting down the other. It’s all about money.” The boxing cognoscenti has a similarly bleak competitive outlook. And yet, promotion along racial lines works only if fans buy in, subconsciously or otherwise. The public clearly believes McGregor can win despite his inexperience: The odds for him to win have fallen from 11-1 to 3¾-1.