Hearn: Jake Paul’s Promotion Tops Canelo And Crawford

Matchroom promoter Eddie Hearn says that Jake Paul does a better job than Canelo Alvarez and Terence Crawford of reaching fans on social media, hyping his fights.

Jake Paul’s Social Media Stardom

• YouTube: 20.9 million subscribers.
• Instagram: 28.4 million followers.
• TikTok: 18.5 million followers.
• X: 4.7 million followers.

“The reason why Jake Paul does so well on Netflix is that he’s nonstop, and he is very good at talking to the fanbase, the follower and the customer,” said Matchroom chairman Eddie Hearn to Australian Boxing Central, disccussing why Jake Paul will do a better job of promoting his fights on Netflix than the upcoming September 13th clash between Canelo Alvarez and Terence Crawford.

Jake Paul not only posts on X and Instagram, but he also has a YouTube channel and creates entertaining content to build a following. During the build-ups for his fights, he puts in effort to build hype by joking and roasting his opponents. He prepares ahead of time. Canelo and Crawford seem to wing it, simply showing up and responding to questions with short answers.

Why Crawford Isn’t a Superstar

“These guys, Crawford and particularly Canelo, they’re not really interested. Crawford has no interest in promoting himself and putting himself out to be active on social media,” said Hearn. “Crawford has a good personality and an amazing story. I’ve always said that Crawford should be an American superstar, and he’s not at all.”

Crawford and Canelo have focused on their training rather than posting on social media the way other fighters like Shakur Stevenson, Ryan Garcia, and Devin Haney routinely do. Those fighters have been able to keep fans talking about them in between fights with their online presence on X.

“He’s made good money in the Riyadh Season, this fight [Canelo] and the Errol Spence fight. But he should be an American sporting superstar and he’s not. That’s not something he can do overnight at 36 or whatever he is now [correction: 37 and turns 38 on September 28]. You got to build it on the way up. You’ve got to build them into selling massive tickets for massive arenas from 26, 27, 28.

“Look at the achievements of Crawford. He should be massive,” said Hearn.

Canelo Questions Crawford’s Opponents

Canelo disagrees. He notes that Crawford hasn’t fought elite competition during his career. “You fought with nobody, and you obviously look like a great fighter [when you’re fighting lesser opposition],” said Alvarez during the June 27, 2025, press conference, pointing out that Terence hasn’t fought stiff competition during his 17-year career that started in 2008.