Brothers & Sisters defines boxing’s mythical 7th punch

The campaign film is set in Mexico in the 1970s and uses AI-generated imagery to tell the fictional origin story of the seventh punch.

Brothers & Sisters has created The 7th Punch, a campaign for boxing nonprofit Behind The Gloves that uses a fictional seventh punch as a metaphor for the unexpected challenges people face in life.

The campaign promotes Midnight Mayhem, a charity boxing event taking place in Barcelona on 19 January 2027. Twenty participants from the gaming and gambling industry will compete in nine bouts after completing a six-month boxing training programme, raising funds and awareness for 25 charitable causes.

Inspired by Mexico’s boxing heritage, the film follows a young boy being trained by a mentor who explains the story of the unexpected blow.

The launch film will be followed by video content featuring amateur fighters from participating global businesses, who will share stories about their own 7th Punch experiences.

Lee McFarland, Founder, Behind The Gloves: "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."

Campaign supports Midnight Mayhem charity event

Behind The Gloves was founded by Lee McFarland and uses boxing, fitness and corporate engagement to support charitable fundraising and wellness initiatives, primarily within the iGaming and sports betting sectors.

The organization aims to raise €200,000 through the The 7th Punch campaign and Midnight Mayhem. The campaign will run from 24 September through to the Barcelona event in January 2027.

Brothers & Sisters develops seventh boxing punch

Andy Fowler, Founder and ECD of Brothers & Sisters: "There are 6 punches in boxing. We invented a 7th 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."

The film was produced by Everything is Computer, an AI-focused production company launched in 2025.

www.btg-boxing.com

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