Just nine months ago, the Chairman and CEO of Golden Boy Promotions, Oscar De La Hoya, decided to start “Clapback Thursdays.” With all the attention it has gotten on social media, it sparked a new show titled “No F**king Way” with his girlfriend Holly Sonders. It’s yet another sign that De La Hoya can cleverly find ways to keep his company and brand at the center of attention at a time when that can be challenging.
No Filter Oscar De La Hoya = Money
There is a saying that people can’t help but watch a car wreck as much as they try to tell themselves not to. When De La Hoya announced that he would be doing “Clapback Thursdays” in July 2024, everyone was intrigued as he has often been known to say what is on his mind, which isn’t always a good thing when you are the “Golden Boy.” So when the first episode consisted of taking verbal jabs at the WBC for ordering William Zepeda to fight Shakur Stevenson after not doing the same with former Golden Boy fighter Saul “Canelo” Alvarez, the fans watching it could not help but “ooh” and “ahh” at the comments.
Although some public figures, especially in boxing, have said they will be unfiltered with things they will say, half the time, they aren’t, putting doubt on anything said afterward. Not with De La Hoya, he said he would be raw, and that’s precisely what we got. Then, in follow on videos, towards the end, De La Hoya would take a shot at Canelo, while ending it with, “F*****ck you.”
The reaction from fight fans and casuals was so loud that De La Hoya now knew he had something and would build off the momentum he received from the inaugural show. “It was just another fun thing” said De La Hoya about starting Clapback Thursdays. “I just need content. I need people to talk sh*t about me so I can clap back.”
Oscar De La Hoya & Holly Sonders Present “No F**king Way”
It’s no secret that De La Hoya’s brand has elevated after he got serious with his girlfriend, Holly Sonders. She has been linked to many of the big plans that Golden Boy Promotions has been involved in, and with De La Hoya, she’s been able to help him generate even more engagement with his built-in fan base. Some examples of Sonders’ brilliance were Ryan Garcia’s entrance on a white horse for the Devin Haney Press conference in LA, the production of “Clapback Thursdays,” and now this new show “No F**cking Way.”
Sonders is no rookie in the media space and knows what it takes to create an environment where fans will keep coming back. Sonders spent a decade in media, which consisted of Morning Drive on the Golf Channel, Fox Sports, and boxing, so she fully understands the things that keep the fire burning. With Sonders by his side, De La Hoya isn’t afraid to push the needle, even if it means posting a video in a speedo. That video went beyond viral and had every media outlet knocking on their door for an interview.
As things progressed, De La Hoya and Sonders knew that Clapback Thursdays had a ceiling, and it was time for the next iteration of content, which was the new show “No F**king Way.” When speaking to De La Hoya at Garcia’s media workout, De La Hoya immediately smiled as this new show has him just as giddy as “Clapback Thursdays. “It’s a fun concept that we came up with because I own a big library of my fights, all of my fights, and so we are chopping up fights and getting the best moments,” De La Hoya told FightsATW. “Then basically just talking sh*t. I’m going to put a few more dollars into production.
“It’s like, I’m sure no one knew that I twisted my ankle when I fought (Felix) Trinidad a week before the fight. I put duct tape around my ankle, went into the ring, and fought. Just stuff like that. I want to give that information to the public.” Although the new show has received mixed reviews from the fans who expected some “Clapback” energy, De La Hoya confidently boasted that the best is yet to come, and it’s something that he will put more time and effort into.
Let’s see if “No F**cking Way” catches fire as the De La Hoya and Sonders team continues to find creative ways for their ideas to win.
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