Daniel McLaren

If the only place you can find out what's happening behind the scenes in the lead-up to the fight is via their social media feeds, you're going to follow them, so I think they will see quite a big increase in followers and the amount of mentions they're getting as the fight gets closer.

A boxer or a golfer or a tennis player has to use it as a commercial platform or a brand building platform, if you have the choice between a different number of athletes to sponsor, and one has a million Instagram followers while the other doesn't go on social media, then it's a no-brainer.