Ed Pereira, who grew up in a low-income family in the U.K., longed to witness a boxing match live. Now at 49, he is the CEO of iVisit Media, a marketing company in London, and seeks to create history by organizing what he hopes will be the largest-attended boxing match ever, set to take place in San Francisco’s Civic Center Plaza.
There are many details to finalize, including overcoming the challenges from his previous New York event last spring, which was disrupted by heavy traffic, security fences, and issues with local authorities.
While the fight card for San Francisco is still in the works, Pereira passionately pitches his vision for the event on July 11. Beyond just a single match, he sees this as a centerpiece for a week-long festival aimed at revitalizing boxing’s connection to fans and “bringing boxing back to the people.”
Pereira’s goal is to attract attendance that surpasses the legendary 1941 fight between Tony Zale and Billy Pryor, which drew 135,132 spectators. This would also mark the first heavyweight boxing match in San Francisco in over seven decades.
The Standard caught up with Pereira to delve into his ambitions, his collaboration with Mayor Daniel Lurie, and the potential role of YouTube in this grand vision.
This conversation has been edited for length and clarity.
Why target San Francisco?
San Francisco is iconic and has a rich boxing history, having hosted numerous legendary fighters. Pereira believes the city has been overshadowed by major boxing venues in Las Vegas and New York, as well as the recent rise of Saudi Arabia in the boxing world.
As the tech hub of the Bay Area, San Francisco signifies community and inspiration, making it a perfect locale for a major sporting event that can unite its diverse population.
How did this initiative begin?
Pereira’s journey started in March of the previous year when he visited San Francisco for the first time and instantly fell in love with the city. A meeting with the mayor’s office further fueled his desire to host the event in the Civic Center Plaza, contrasting sharply with the tightly packed Times Square setting.
The collaboration with YouTube is crucial. Pereira emphasizes the aim of making boxing accessible, offering many free tickets to locals, while also using modern technology from the Bay Area to broadcast this cultural moment globally.
When did you get passionate about boxing?
Growing up in the ’90s U.K., boxing was easily accessible on television, where Pereira developed a passion for the sport. Classic fights between Nigel Benn and Chris Eubank left a lasting impression on him, inspiring his drive to create memorable boxing experiences.
Joe Calzaghe is Pereira’s all-time favorite, and he admires the close bond between Calzaghe and his father, who played vital roles in his boxing journey.
What challenges do you anticipate?
The primary task is to gather around 150,000 attendees, a feat never accomplished in boxing history. Pereira is determined to break the longstanding record and envisions the event as more than just a championship fight. His goal includes music, food, a fan zone, and public interactions to create a vibrant festival atmosphere.
Ultimately, Pereira hopes the fans will take ownership of this historical moment, allowing them to recount their experience as record holders to future generations.
