Liveco Boxing enter fray with Tony Luis signing, promise to put fighters first

Liveco 14/12/2016

Liveco Boxing is proud to announce their entry into the boxing world as a California-licensed and registered promoter. Founded by entrepreneur Ron Sanderson, the company brings a fresh approach to the industry.

Sanderson, who has more than a decade of experience in promoting, says “I grew tired of seeing the sport I love turn ultra-corporate without any personal attention given to the athletes. We have an opportunity to build a new kind of promotion company – one that puts the best interests of the fighters first.”

That “Fighter First” philosophy is how Liveco plans on attracting talent. This means taking the time to understand the career and personal goals of each boxer and their manager; thus, creating circumstances so they are in the best situation prior to a fight, freeing them to excel in the ring. It also means providing extra support in developing and growing a fan base.

Representing experienced professionals and rising stars, Liveco abides by higher ethical standards. “Our vision is to run an honest and reputable promotional firm representing athletes with strong moral character and similar values,” Sanderson says.

Sanderson believes there are modern and better ways to promote. “Whether it’s using social media to build a boxer’s brand or supporting their lives outside the ring, we are part of their team. When we put our fighters first, and profit second, they can focus on winning. When they win, we all win.”

Liveco Boxing is pleased to announce that Canadian lightweight prospect, Tony “The Lightning” Luis, has joined their roster. The 28-year-old, Luis, who hails from Cornwall, Ontario, Canada, sports an impressive professional record of 22 wins with only three defeats and is considered among the best lightweights in the world today.

Managed by his father, Jorge Luis, Luis began his professional career in 2008, beating David Aguirre of Mexico by unanimous decision. Five months later the battles would get much harder. Eleven days before he was scheduled to fight Mario Andrade, his mother, whose influence and love encouraged him to fight – even when he was ready to quit, died suddenly. Heartbroken, he entered the ring days after burying his mother and unanimously beat Andrade.

Luis has earned two WBC Continental America Championships. In 2015, as a 7-1 underdog, he dominated and beat previously undefeated Karl Dargan in a stunning upset, propelling him to a top 10 world ranking. However, losses to Ivan Redkach and Derry Matthews (both by disputed decision) hardened Luis into preparing for adversity. Matthews outpointed Luis who was a last-minute replacement in an overseas fight with only four days’ notice. Since then, Luis has strung together three consecutive wins, including a unanimous decision victory over renowned spoiler Christian Uruzquieta at the Hershey Centre in Mississauga, Ontario.

“Tony represents everything that we look for in a boxer. He has an outstanding record, incredible drive, and high integrity as a person,” says Liveco CEO, Ron Sanderson, on why Liveco wanted to represent Luis.

As to why Luis chose Liveco, “I know that Liveco is looking out for me. They offered me a substantial deal that will advance my career and protect my interests.”

When he’s not fighting, Luis is a substance abuse counselor at a boys’ home in Cornwall. After narrowly missing a chance to represent Canada at the Beijing Olympics, Luis struggled. Now, having regained his health, and with his boxing career back on track, Luis now helps kids who are having a hard time escape from addiction and reclaim their lives. “I identify with their pain and struggle,” Luis says of his work. “I use my empathy to help them overcome their obstacles.”

Fighters or managers interested in working with Liveco Boxing can reach out via email to info@livecoboxing.com or visit www.livecoboxing.com to learn more.

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