How The WBC Became A global Brand

Pepe Sulaiman has been with the WBC for years and offered a rare look at the history, symbolism, and branding strategy behind the most recognized belt in combat sports.

Why the WBC Belt Is Green

“Why hope? Because most fighters come from very humble beginnings.”

The belt’s colors weren’t chosen at random. Green represents hope. Fighters have dreams, to be champions, to escape poverty, to make life better. From the start, the WBC wanted to do more than sanction fights, they wanted to improve fighters’ lives.

Storytelling Is the Soul of Combat Sports

 ”Storytelling is key for anything that you do. There is an advantage in boxing because it speaks to human nature.”

Pepe shared powerful stories, including the Muhammad Ali moment with a young cancer patient and the real story behind the Sonny Liston “phantom punch” photo.
These stories remind us why boxing and Muay Thai connect so deeply across cultures.

For example:

In Boxing: Throwing in the towel (giving up), up against the ropes (being backed up and having to fight hard).

In Muay Thai: Building the bones (getting fights for experience in low level shows) or the bones are different sizes (a match where one fighter is much more experienced and stronger than the other).

Branding & Business Lessons

“Boxing is for everyone. We don’t care who you are.”

He also broke down key lessons for modern promotions:

Too many belts weaken the sport
Strategic partnerships strengthen both fighters and organizations
Consistency in marketing beats perfection

Looking Ahead

The WBC continues to explore new ideas, from global partnerships to digital platforms. The collaboration between WBC Boxing and Muay Thai is an example of this.

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