Entain emphasises the "sportainment" movement prior to the Paul/Fury fight.

After being postponed twice, the much awaited fight between Fury and Paul is officially scheduled to happen on February 26. Entain stated that the pair has contributed significantly to the event's attendance of fans outside of the typical boxing audience through their multiple altercations on social media and in person.

"A'sportainment' movement where sports and entertainment worlds collide has been brought about by the rise of YouTube stars like Logan Paul, Jake Paul, and KSI entering the boxing world and bringing new and more diverse audiences to the sport," an Entain statement said.

According to the association, two-thirds of British bettors have selected fellow countryman Fury to triumph over Paul, a US citizen. Tyson Fury, a great boxer, is Fury's half-brother.

Ahead of the event, Entain has released further statistics, which shows that the last five years' top three fights with the largest percentage of new consumers were bouts starring YouTube personalities. Additionally, it is anticipated that about 25% of the wagerers on the battle would be new ones.

"The way that fans engage with sport and entertainment is changing, and the interest in creator boxing is one of the trends that sits at the heart of this convergence," said Dominic Grounsell, CCO of Entain. 

"Our data shows that these events are revitalising the sport, broadening its appeal, and drawing in spectators who are not traditional boxing fans."