Let’s get this straight: Women’s boxing is not a trend. It’s not a footnote or a feel-good novelty. It’s a fight-for-every-inch sport that’s lost its mojo a bit over the past 18 months—and The Promise of Women’s Boxing: A Momentous New Era for the Sweet Science by Malissa Smith breaks down why it matters and why women’s boxing is good business for everyone in the sport.
Smith’s book arrives like a jab to the jaw of complacency as the combat sports calendar eyes the International Women’s Boxing Hall of Fame induction weekend in Las Vegas on April 4-5. It’s a vital reminder that women’s boxing didn’t just show up one day ready to headline Madison Square Garden. It’s been clawing, hustling, and demanding a seat at the table—often while being ignored by the very promoters and networks that could’ve cashed in sooner.
The Post-Olympic Hangover No One Saw Coming
Smith, a historian and respected chronicler of the sport, begins with a sobering truth: After the 2012 Olympics, women’s boxing didn’t explode—it stalled.
“We had two medalists—Marlen Esparza with the bronze and Claressa Shields with the gold—and everyone thought the door had blown wide open,” Smith writes. “But the morning after? Mostly nothing. It took five more years for momentum to build again.”
The attention drifted back to the men—specifically, those who didn’t medal—while Shields, one of the most decorated amateur boxers in history, struggled to find a promoter. When she finally did, it wasn’t with a major outfit but with Mark Taffet and Dmitriy Salita. She made smart moves, including selling the rights to her life story, but the recognition for her business acumen?
Still lacking.
Marketing Matters—And the Numbers Don’t Lie
For years, the knock on women’s boxing was that it didn’t “sell.” Smith dismantles that claim. “When women’s fights are featured, they deliver,” she mentioned during our Sunday morning conversation—case in point: Amanda Serrano vs. Katie Taylor at the Madison Square Garden. Mikaela Mayer, according to Sporty Salaries, earned an estimated $350,000 for her fight. vs. Baumgardner on ESPN, and even Lauren Price and Caroline Dubois headlined in the UK. Attendance? Strong. Viewership? Impressive. Fan loyalty? Off the charts.
Talking about how a rising tide lifts all boats—let’s talk cost efficiency—because, as Smith points out, women are often underpaid despite outperforming expectations. Take Baumgardner vs. Mekhaled. Smith noted that the bout for undisputed championship status was contracted for Mekhaled to walk away with $35K. Meanwhile, a male undercard fighter was offered $50K for a non-title fight.
In 2022, Claressa Shields vs. Savannah Marshall at London’s O2 Arena produced more than two million viewers. At the time, it was the most-watched women’s professional boxing match in history and delivered the largest live audience for any women’s sporting event ever broadcast on Sky Sports.
Promoters looking for ROI (Return on Investment) might want to look again.
The Shift to Saudi—and the Missed American Moment
With the number of notable platforms dwindling boxing could stand to be more creative when marketing women. As Smith notes, American boxing has struggled to evolve post HBO’s exit. Showtime is gone, and ESPN’s boxing presence may be on borrowed time. Streaming is the new frontier, but boxing got there late, bogged down by bloated PPVs and mismatched fights.
“About 15 years ago, you’d sit down on a Friday night, and you’d watch Friday Night Fights with Teddy Atlas. Until around 2005, they had women all the time. As Laila Ali left the scene, women were also left off of major platforms,” she surmised.
Meanwhile, the global landscape pivoted to Saudi Arabia’s Riyadh Season, where in October 2024, Skye Nicolson vs. Raven Chapman became the kingdom’s first women’s world title bout. Historic, yes—but also a glaring reminder that American boxing left the door wide open for others to take the lead. A lead that has since also been stalled with major events void of any women on the card.
Women Carrying the Torch, Despite The Weight
Smith doesn’t just document the Olympians—she honors the OGs too. Fighters like Serrano, Heather Hardy, and Melissa McMorrow built careers without Olympic pipelines. They were often self-promoted, self-trained, and self-made.
Social media became a game-changer. Smith cites examples like Tiara Brown, who campaigned online for her shot against Skye Nicolson, or Shelly Vincent, who leveraged X into a Hardy fight. When promoters don’t listen, Boxing X will.
The Path Forward: Opportunity and Equity
The growth is impossible to ignore. Women now have greater access to elite gyms, top-level coaching, and crossover opportunities from MMA—Holly Holm was just the start. In California, programs like Boxing Beauties are opening doors, while rising stars like Lauren Price and Caroline Dubois are already being developed into the next generation of global champions.
And through it all, Mayer remains a beacon in the U.S. She’s reinvented herself post-loss, stayed active, and Top Rank continues to market her.
But Smith is clear—there’s still work to be done. Pay equity needs more than lip service. More women need real promotional contracts. Fighters should not be forced to parrot about three-minute rounds or jump multiple weight classes just to stay busy—that’s a health and safety issue as much as it is a business one.
A Hall of Fame Weekend And A Call To Action
With the International Women’s Boxing Hall of Fame weekend approaching this April in Las Vegas, The Promise of Women’s Boxing by Smith offers a timely and comprehensive look at the sport’s recent evolution. The book serves as both a historical account and an examination of the ongoing challenges and achievements within women’s boxing.
She reminds us that women’s boxing isn’t just surviving—it’s thriving, often in spite of the system. And from social platforms to streaming screens, the power is increasingly in the hands of the athletes and their fans. The business of boxing would be wise to catch up.
As Smith reminds us, “You don’t play boxing. And Malissa doesn’t play about women in boxing.”
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