Ken Early: Never mind Euro 2020’s quality, feel the marketing
That fame trumps sporting excellence is good news for international tournaments
Logan Paul v Floyd Mayweather fight ends in boos as each fighter makes millions
YouTube star lasts the full eight rounds with former world welterweight champion
Dave Hannigan: Mayweather’s gruesome show of the absurd rolls into town again
Greatest boxer of his generation prostitutes his fistic legacy one more time
Floyd Mayweather to fight YouTube star in exhibition bout
Significant social media profile of Logan Paul likely to make event lucrative for both
A deep dive into YouTube: So much of it is unrelentingly boring
Patrick Freyne immerses himself in the musings, stunts and tears of YouTube’s biggest stars
KSI v Logan Paul: YouTube mega-fight is ludicrous, but lucrative
The concept of Los Angeles bout is toxic but the numbers make sense for Eddie Hearn
KSI vs Logan Paul: YouTube’s biggest stars in a boxing match
Neither celebrity is a professional athlete as promoters expect to generate £1 million
Inside the mating rituals of brands and online stars
With deals collectively worth billions of euros at stake, the pressure is on advertisers and viral performers on sites like YouTube and Instagram to find the right match
Logan Paul and YouTubers like him are not just Google’s responsibility
Regulation conversation shouldn’t be silenced by promises of greater monitoring
YouTube instafamous changing rules of celebrity creation
Viewers play symbiotic role in turning low-level content creators into internet stars
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