Behind The Gloves and creative agency Brothers & Sisters have launched The 7th Punch, a campaign built around the unexpected blows delivered both inside and outside the boxing ring.
The campaign will support Midnight Mayhem, the charity fight night taking place at La Paloma in Barcelona on January 19th, 2027, during ICE Barcelona and World Gaming Week.
Six punches form the traditional foundation of boxing: jab, cross, lead hook, rear hook, lead uppercut and rear uppercut.
Behind The Gloves and London creative agency Brothers & Sisters have created a seventh.
The 7th Punch is the blow nobody sees coming. In boxing it is mythical; outside the ring it represents the unexpected events that can change a life, and what happens when somebody chooses to fight back.
The campaign centres on an AI-generated film set in 1970s Mexico and inspired by the country’s boxing heritage. A young boy trains with his mentor, who tells him the story of the mythical seventh punch and the people prepared to face it.
The seventh punch gradually becomes a metaphor for illness, loss, adversity and the personal challenges that can arrive without warning.
Video content released during the campaign will feature Midnight Mayhem fighters from businesses across the international gaming and gambling industry discussing their own “seventh punch”: the personal event or experience that shaped them and helped inspire their decision to step into the ring.
Lee McFarland, Founder of Behind The Gloves, says: “Brothers & Sisters have been incredible partners, defining the idea that in both boxing and in life the 7th Punch is the hardest to take.
“They understood from the beginning that this was about far more than producing a film, it was about telling a deeply human story with honesty, sensitivity and impact.
“We’re incredibly grateful for the time, creativity and belief they’ve given to Behind The Gloves and our mission. They’ve helped us tell The 7th Punch story in a way that we simply couldn’t have achieved alone, and I’m immensely proud of what we’ve created together.”
Nine bouts, 18 industry fighters
Eighteen people from across the international iGaming and gambling industry are preparing for nine bouts following months of training that will take many from complete boxing novices to their first competitive contest. The evening will open with a WBC adaptive boxing bout.
Fighters represent businesses including EveryMatrix, WorldGaming, Square in the Air, Gamingtec, SharedLuck, Hacksaw Gaming, 1X2 Network, Mad Badger Studio, Framme, PlayBook Fusion and Amusnet.
The charities supported include Great Ormond Street Hospital Children’s Charity, Parkinson’s UK, The Royal Marsden Cancer Charity, Action Medical Research, ANDYSMANCLUB, Help for Heroes, Pancreatic Cancer UK and the Multiple Sclerosis Society.
Behind The Gloves is targeting more than €200,000 through Midnight Mayhem and the wider campaign.
Figures published by Behind The Gloves, updated on September 24th, show €48,740 raised across 18 fighters’ charities and BTG’s named causes. Fighter fundraising accounted for €30,310, with a further €18,430 raised by BTG for its selected charities.
The campaign will continue through to the Barcelona event, following the fighters’ training, personal stories and fundraising alongside the original film.
Andy Fowler, Founder and Executive Creative Director of Brothers & Sisters, says: “There are six punches in boxing. We invented a seventh to represent the life event no one saw coming.
“It’s what all our Midnight Mayhem amateur fighters are overcoming. And it’s why they deserve our support.”
Everything is Computer, the AI specialist production company launched in 2025, produced the campaign film.
Getting involved
Gamingtec has joined Midnight Mayhem as Headline Impact Partner, with Inspired iGaming as Platinum Impact Partner and EveryMatrix among the current Impact Partners. RiskCherry will support the event as Referee & Judge Sponsor, while Square in the Air, WorldGaming, WBC Cares UK and Delicious are among the event partners. Further partnerships remain available.
Individual fighters can already be supported directly through their nominated charity fundraising pages.
Tickets, tables and additional partnership packages will also be released, with Behind The Gloves inviting companies and individuals interested in attending or supporting Midnight Mayhem to register their interest.
Explore the fight card, support the fighters or register your interest:
https://go.btg-boxing.com/midnight-mayhem-2027-bouts
Watch The 7th Punch:
https://www.youtube.com/watch?v=zx0utu5rEYA
TAGS: Behind The Gloves, Brothers & Sisters, Boxing, Charity, Midnight Mayhem, ICE Barcelona, World Gambling Week
