Boost Mobile today announced a partnership with Mike Tyson, who will front its new US campaign called "What's Your Plan?". The name plays on the boxer's famous quote "Everybody has a plan until they get punched in the mouth", and in this case the punch is hidden fees, sudden rate hikes, and locked-in contracts from traditional prepaid carriers, as Boost puts it.
Boost Mobile, which is owned by EchoStar, uses the campaign to highlight its no-contract approach and plans like the $25/month unlimited one, which it says is priced that way "forever". Bob Rupczynski, Group President of Boost Mobile, says Tyson represents "raw authenticity, resilience, and power", and he calls the campaign a promise that the carrier will stand up for its customers and show up in the neighborhoods it serves.
The partnership goes beyond ads. Boost Mobile is sponsoring the Mike Tyson Invitational on October 24, a charity program for young athletes, along with future events in 2027. The sponsorship covers travel, education programs, and competition infrastructure for the athletes. The carrier will also host local events across the US throughout the campaign, in addition to annual ones like back-to-school backpack giveaways.
Last but not least, the 12 Days of Boostmas sweepstakes is coming back, with rewards and prizes for Boost Mobile customers, although the carrier hasn't provided the full details yet.