How Anthony Joshua swapped his humble Watford council estate upbringing for a £200m fortune from boxing and sponsorship
ANTHONY JOSHUA’s fortune continues to grow as he picks savvy money-spinning fights and makes a mint through sponsorship.
Back in 2021, the heavyweight boxer’s firm Sparta Promotions Ltd boasted £109,109,481 in the bank, according to filed for the company.
And that number has continued to swell as AJ because of his exploits in the ring.
It is believed he pocketed just under £50million for his two title clashes with Oleksandr Usyk.
Victories over Jermaine Franklin and Robert Helenius netted him £20million.
While he earned a guaranteed £8million for fighting Otto Wallin, before pay-per-view revenue and gate receipts.
The 34-year-old, originally from a council estate in Watford, has also seen his bank account rise thanks to lucrative contracts with huge brands.
Whether it’s showing us his North London lifestyle in a Google ad, or posing in the latest Under Armour campaign – AJ is a brand’s dream with his good looks and his prowess in the ring.
The humble sports star is also known to be frugal with his cash – buying his mum Yeta Odusanya an ex-council estate home, as well as a property for his ex-girlfriend Nicola Osbourne, who is the mother of his son Joshua.
NO LOSS IN DEFEAT
In the financial year up to February 29, 2020 Joshua suffered the first blip in his career when he was shocked by Andy Ruiz Jr.
But, if you learn from defeat you haven’t really lost.
AJ exercised his right for a rematch with the Mexican brawler in a blockbuster fight in Saudi Arabia six months later and got revenge.
Reports at the time suggested he earned the biggest ever pay day in British boxing history – a whopping £46million purse.
More importantly, Joshua won back his WBA (Super), IBF, WBO, and IBO heavyweight belts.
Not only did it mean his reputation was restored quickly, he was still an attractive option to brands.
POSTER BOY
With a physique to envy and his boy-next-door looks, Joshua’s marketing appeal is obvious.
That’s why, over the years, the likes of Hugo Boss, Jaguar and Land Rover, Audemars Piguet, JD Sports, William Hill, Lucozade and Beats By Dre have put the poster boy of boxing front and centre of their campaigns.
And on the TV, he’s equally as busy.
He threw his weight behind local businesses in Golders Green by teaming up with Google for one ad.
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While for Lynx, he happily sprays their Africa scent on his chiselled torso in another promo and washes himself with their shower gel.
It is estimated that AJ earns around £10million-per-year through sponsorships.
In 2020, Anthony launched content studio and production house, SBX Studios.
They will develop and produce long-from sports and entertainment documentaries, brand campaigns, YouTube channels, live event content creation, as well as podcasts.
Crucially, they will have access to Joshua’s archived behind-the-scenes footage dating all the way back to his first professional fight in 2013. That means Joshua can have greater control of his own media going forward.
While in 2022, he inked a deal with DAZN reportedly worth £100million for two fights every 12 months until he retires.
LIVES FRUGALLY
As his right-hand man and marketing manager, Freddie Cunningham revealed despite having “a lot of money,” Joshua “doesn’t live the life that he could.”
“From the outside, it probably looks like he does. He’s seen in private jets, wearing expensive watches, and driving around in nice cars,” he told Business Insider.
“But the jets are all sponsored. We’ve never paid for a private jet, or a helicopter, in our life. He gets a signature car from Land Rover.
“He’s not spending that money. He’s accumulating money. He’s living a lifestyle that probably everyone wants him to live, or see him live, but he’s doing it in a smart way. Tactful.”
And when he has spent money, he’s frugal with it.
AJ reportedly once had a small two-bed flat in Sheffield that he used when training.
In 2013, he bought a local authority flat for mother Yeta for £175,000 in North London, and splashed £500,000 on a penthouse for his former lover, Nicola and his four-year-old son, Joseph.
But when it comes to himself, he isn’t so flash. AJ did rent a £20,000 per-week mansion when he was preparing to fight Wladimir Klitschko, but after the bout reportedly moved back to his mum’s flat.
MORE TO COME
AJ’s worth is continuing to grow thanks to shrewd property investments.
Joshua has bought commercial buildings in Mayfair and Bond Street – the latter for a whopping £25million.
Through his company 258 Investments he has acquired two residential homes in North London, and is said to own three homes in his native Watford worth £1.5million.
Back in October, The Sun exclusively reported Joshua also dropped £30million on a 301,000 square foot property in Hertfordshire, which was previously the HQ for oil giant BP.
Should he come through his fight against Francis Ngannou unscathed and Tyson Fury defeats Oleksandr Usyk, there’s a strong chance ‘The Battle of Britain’ could be on with Fury.
Should that happen, it has been suggested he could be due a £150m windfall.
Chances are, AJ will just keep on getting richer until he finally hangs up his gloves.