Though modern technology keeps landing sneaky upper-cuts in the fight for the youth's attention, South African boxing legend Baby Jake Matlala remains confident that there are enough rounds left in the bout.
Matlala also understands that boxing is finding it difficult to compete with the heavyweights in the soccer, rugby and cricket industries.
The thought of giving up, however, on the sport to which he has dedicated his life, has not crossed Matlala's mind.
“The passion for boxing is still there, and that is the important thing,” Matlala said this week.
“But it has changed over the years and there are new challenges.
“There’s rugby, cricket, athletics and various other codes while in our time it was only soccer and boxing.
“They have so many choices – I mean these kids have things like Nintendo Wii to play with.”
Matlala says he is looking at new ventures to recapture the imaginations of a South African generation that is more exposed to American wrestling than the sport which was at its most popular during segregation.
“My main concern has to do with what is going in developing the sport at grass routes level.”
Matlala, who held four world titles in a career of 54 wins, 12 losses and two draws with 27 stoppages, has been in talks with government to assist in reintroducing the sport at schools.
“They said, 'Yes, Jake, it is a good idea,' but they haven’t come back to me yet.”
He is also patiently waiting for the national broadcaster to provide him with a time slot for a reality boxing show.
Matlala, who is back to his same old fit self after suffering from double pneumonia, says there are already sponsors lined up for what he feels will be South Africa's version of the US hit show The Contender.
The American show featured Sugar Ray Leonard and Sylvester Stallone.
Baby Jake's show – if flighted – will be called King of the Ring.
“In the show I will first be identifying a light-weight, then a welter-weight, but it is very difficult to compete with soccer in getting a time slot.”
As part of his campaign to raise the status of boxing, Matlala has been in discussions with the national boxing federation which he feels needs stronger leadership.
Boxing South Africa recently fired CEO Loyiso Mtya under reportedly controversial circumstances, but the federation refused to comment on allegations of financial misappropriation, and he was replaced on an interim basis by Tumelo Kekana.
“Boxing South Africa needs to get its house in order and from there we can build on the development.
“I know it is difficult not having a sponsor and that is sad, but action needs to be taken.
“There is a lot of money for soccer and I understand that the money is needed to keep things going, but the fact that boxing is being broadcast at 10pm makes it less attractive for the younger viewer.”
Matlala has conceded, nonetheless, that his sons, who play soccer and rugby, would not be too pleased if their favourite shows were to be replaced by his own. – Sapa