It will be a familiar sight when three-time Grammy Award-winning artist Ne-Yo takes the stage during halftime of the Big 12 Championship game on Dec. 7.
An R&B legend since the mid-’80s, the sultry singer is known for his hooks on songs like “So Sick” and “Miss Independent,” and has been a radio staple for nearly two decades.
But in a few weeks, you might hear Ne-Yo’s songs at a completely different sporting event, on a whole different level. On December 21st, Paul Bamba will face Rogelio “Pokey” Medina for the WBA Gold Cruiserweight World Title. And Bamba’s manager is none other than Shaffer Smith, or more commonly known as Ne-Yo.
“Honestly? I just believe in the fighters,” Ne-Yo told NBC News about why he decided to enter the world of boxing. “Recognizing where I could help him, recognizing where he could help me, and it all made sense. You miss 100 percent of the shots you don’t take. So that’s what it is. Let’s see, let’s try.”
The singer, who was born in Arkansas but grew up primarily in Las Vegas, has been a boxing fan most of his life. He credits his uncle with exposing him to the sport at an early age. Ne-Yo also participated in martial arts before starting his career as a singer, as his mother sent him to martial arts classes when he was a child.
And for over a decade, Ne-Yo has included boxing as part of his training routine. About 18 months ago, a mutual friend contacted Bamba to help Ne-Yo train in Los Angeles. However, their relationship quickly developed into a professional one after Ne-Yo was impressed by Bamba’s “drive and dedication to the cause.”
“You’d be surprised how rare that is now,” says the singer. “Like everyone wants something handed to them. You know what I’m saying? Everyone wants it in a quick and easy way. And Paul Bamba is that pussy. Not the only one.”
Ne-Yo doesn’t think he’ll become Don King overnight – he’s still learning on the job – but believes his experience in the entertainment industry will help Bamba in his career. Ne-Yo says there are similarities between entertainment and boxing, especially in that “the guy with the best story” can get the most attention.
Bamba, 35, has certainly had a convincing journey heading into next month’s fight. Bamba, a retired Marine who served in Iraq, experienced homelessness after his tour ended. He took up boxing to support himself, earning $10 a session sparring with local amateurs. In 2024, Bamba has already fought 13 times, winning every fight by knockout.
Ne-Yo said they needed talent in addition to the story, which is why they decided to support Bamba.
“One thing I can absolutely help him with is exposure,” Ne-Yo says. “As long as he keeps doing what he’s doing, and as long as it’s knocking people out, I’m going to do my part. I’m going to make sure everyone knows his name.”
He can also provide music to help with that exposure. Ne-Yo said the best song for Bamba to head to the ring with would be his and Calvin Harris’ pop hit “Let’s Go.” Ne-Yo is seen boxing in the music video.
“I think it’s ridiculous,” Bamba told NBC News about having an R&B singer as his manager. “People who have reached the kind of honors that he has achieved don’t spend their time on someone unless they actually understand that it’s something. That he has that kind of belief in me. Let’s just say that even if I wanted to trust him, I couldn’t.”
Both Ne-Yo and Bamba are committed to increasing exposure for boxers, primarily by going after the biggest names in the sport.
Bamba was scheduled to face boxer and reality TV star Tommy Fury in November 2022, but the fight was canceled after Fury was unable to make weight. Despite currently having a title fight on deck, Bamba has his sights set on the most controversial name in the sport: Jake Paul.
“I don’t think Jake Paul is as scared to fight me as Tommy Fury is,” Bamba said. “I’m all for making money, so I’m all for gimmick fights. But if I’m really serious about boxing and want to fight for a world title, he’ll fight me after December. Personally, I think it would piss off Jake Paul.”
Ne-Yo agreed and said he wanted to help prepare for the match.
“I think it’s time for Jake to fight someone he can actually fight.”
