WASHINGTON – Social media celebrity turned professional boxer Jake Paul will help mentor and promote American fighters in the run-up to the 2024 Olympics in Paris, USA Boxing announced on Dec 19.

The YouTube sensation will call on his fighting experience and “brand-building acumen” to guide the nation’s top amateur fighters, including Joshua Edwards and Morelle McCane, USA Boxing and Paul’s Most Valuable Promotions said in a joint statement.

The plan will include Paul mentoring fighters on becoming a brand in and also out of the ring.

“It has always been my goal to shine a spotlight not just on boxing as a sport, but also on the people who work so hard to be the best within it,” said the 26-year-old.

“The mindset of pursuing greatness is one I both see and personally share with Mo McCane, Joshua Edwards and the rest of Team USA’s boxing talent.

“The Olympics are the greatest stage in the world, and I’m honoured to help bring awareness to USA Boxing and mentor these young, inspiring athletes as they fight for gold.”

The move represents the first time a professional athlete and influencer has partnered Team USA for the Olympics in this capacity. He will be with the team during training at its facility in Colorado Springs and at the Games.

Paul, a rapper who began boxing professionally in 2020, has led the charge in introducing the sport to a new generation of fans.

His Boxing Bullies organisation, a non-profit group established in 2021, uses boxing to develop courage, self-confidence and leadership in youth, in addition to opposing bullying. It has also renovated fight gyms in American and Puerto Rican cities.

“Within just three years of becoming a professional boxer, Jake Paul has become a standout inspiration to younger generations and has emerged as one of the most exciting, influential figures in boxing history,” said Mike McAtee, executive director of USA Boxing.

“Jake’s mentorship will be a vital resource to the young athletes on Team USA to ensure they capitalise on building brand IP as they get the opportunity to perform on the biggest stage in the world at the most iconic contest in history – the Olympics.”

The Paris Olympics boxing competition is scheduled to run from July 27 to Aug 10, with the medal rounds taking place at Roland Garros, home of the French Open tennis Grand Slam. REUTERS, AFP