After the controversial unanimous decision defeat to Oleksandr Usyk in Riyadh in early January, Tyson Fury announced his retirement. However, months later, speculation about a possible return to the ring gathered pace, partly fuelled by his own social media posts. But if one thing is clear, it is that many of his followers are not entirely convinced by the idea of seeing the “Gypsy King” back in action.
Fury’s insistence on avenging what he considers to be unfair decisions in his two fights against Usyk seems to have irritated many. This frustration became palpable when the former heavyweight champion launched an advertising campaign for a claims services company.
“You know me, Tyson Fury, the Gypsy King,” he began his message on Instagram. “I’ve been in big battles, but this is for all of you who have been hurt. I’m fighting for something even bigger: justice for you!”. In the video accompanying his post, Fury encouraged users to claim their “rightful compensation”, stating: “Not for belts, but for justice. Because now I’m fighting for people to claim what is rightfully ours”.
Rejection on social media
Fury’s bold call did not generate the expected traction and instead provoked a wave of criticism from the public. Many of his followers responded with ridicule to the post, reminding him of his previous defeats and that they meant retirement.
On the other hand, there was also a lot of talk about a trilogy with Usyk, however, fans also clung to it to continue making jokes and tell him that it was not worth doing if he already had two defeats, showing that there is not much support or expectation to see Fury in a boxing ring again, much less doing more advertising.
Loss of popularity?
The controversy surrounding this advertising campaign seems to be a clear indication that fans, both hardcore and casual, are tired of Fury’s mixed messages. Sympathy towards his complaints about past events has waned. The perception that his actions and words do not always match, generating rejection in the fan base who crave consistency and clarity.
The debate is on the table regarding the participation of athletes in advertising campaigns, where some are highly praised, but in cases such as Fury’s, they are taken in a bad way and in the end, end up harming the popularity of the athlete.
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