Jake Paul continues to court attention well before the November 14 exhibition bout with Gervonta Davis.
At a recent press conference, Paul staged a grand entrance, arriving in a blacked-out Bugatti Chiron emblazoned with the “W” logo from his men’s personal care brand, alongside streamer Adin Ross.
The car, valued in the range of $3 million to $6 million in pristine condition with customization, drew immediate buzz-not only for its extravagance. There were valid questions about whether it was a promotional play or a tax write-off scheme.
Paul’s promotional team posted a clip of the arrival on social media with the caption: “Jake Paul just pulled up in a Bugatti with @adinross to the presser.”
The visual spectacle was matched by Gervonta Davis’s entrance: a sleek, blacked-out Ferrari SF90 Stradale, itself a high-end model with steep custom costs.
Friday’s display signaled more than flash; it hinted at branding, business maneuvering, and audience strategy. Especially when fans pointed to the conspicuous “W” logo on Paul’s ride, leading to claims that the vehicle is now part of the branding ecosystem and thus potentially usable as a business expense.
“Tax right off,” one user commented. Another wrote, “Ahh, the logo. Tax write off the whole car. Nice.”
Branding meets boxing and tax law
It’s not uncommon for celebrities to use vehicles or luxury assets as promotional tools. But when photos, logos, and business branding converge so publicly, skepticism arises over whether tax deductions are being leveraged more than showmanship.
The Bugatti Chiron isn’t just any car. It’s among the rare hypercars produced between 2016 and 2023, with only 500 units made. A well-equipped 2023 variant with custom details might fetch $5.9 million or more.
In adding a brand logo and tying it into promotion, Paul may be edging into territory where tax authorities scrutinize whether the car is a display vehicle, marketing tool, or mere luxury asset.
That said, deducting a vehicle as a business asset typically requires usage tied to business activity-advertising, demonstration, or operations-rather than personal enjoyment. Critics argue that the ostentatious entrance and social media exposure push the line.
Fans mocked it online, suggesting that the “stunt” was more tax play than genuine brand alignment. Beyond the financial speculation, the drama underscores how modern fight promotion hinges on spectacle. Press conferences, entrances, and social media are nearly as important as the fight itself.
An obvious but clever marketing ploy
Paul and Davis both leaned into the image, with Davis participating through understated menace with his Ferrari, and Paul through brand visibility and hypercar flexing. The contest may be selling more than punches.
The hype machine behind this event isn’t subtle. The personalized branding on the Bugatti, the high production values of social media clips, and coordinating with a streamer like Adin Ross all feed into a media ecosystem where visibility equals leverage. Every like, view, and headline increases reach-and potentially revenue.
Jake Paul’s Bugatti stunt may come to be remembered not just for luxury posturing, but for how boxing and social media marketing intertwine. Whether the stunt holds up under tax scrutiny or simply fades as another flashy pre-fight beat, it already has drawn more comment than early sparring rounds.
In the weeks leading up to the fight, fans and regulators alike will be watching whether bold entrances become tax items, or just bold theater.
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