Behind The Gloves has teamed up with creative agency Brothers & Sisters to launch “The 7th Punch”, a new campaign aiming to raise €200,000 for 25 charitable causes ahead of its Midnight Mayhem boxing event in Barcelona.
The campaign introduces a mythical seventh punch — representing the unexpected blows life can deliver — and centres on an AI-generated film set in 1970s Mexico. It will build towards Midnight Mayhem on 19 January 2027, when amateur fighters from across the gaming and gambling industry will step into the ring during ICE Barcelona.
Traditionally, six punches – jab, cross, lead hook, rear hook, lead uppercut and rear uppercut – form the foundation of boxing.
Behind The Gloves and Brothers & Sisters have created a seventh: “the punch no one sees coming”.
The idea is designed as both a boxing concept and a metaphor for the unexpected blows life can deliver. The campaign explores how people respond when life hits them with something they were not expecting – and what they choose to do next.
Behind The Gloves is a community-driven non-profit organisation founded by Lee McFarland. It uses boxing, fitness and corporate engagement, primarily within the iGaming and sports betting sectors, to host wellness experiences and raise funds for charitable causes.
Story of the ‘7th Punch’
At the heart of the campaign is an AI-generated film set in Mexico in the 1970s, where the mythical seventh punch is said to originate.
Inspired by Mexico’s boxing heritage, the film opens with a young boy being coached by his mentor, who tells him the story of the seventh punch. The narrative builds towards the unseen blow and the resilience of those prepared to step into the ring.
Behind The Gloves’ launch film will be followed by video content featuring amateur fighters from global businesses taking part in Midnight Mayhem, who will share their own personal “seventh punch” stories.
The campaign is promoting Midnight Mayhem, a Behind The Gloves charity event taking place in Barcelona next year, where 20 people from across the gaming and gambling industry have been invited to take part in nine boxing bouts.
Each contender is undertaking a six-month boxing training programme before stepping into the ring during ICE Barcelona, part of World Gaming Week, to raise money and awareness for 25 charitable causes.
Behind The Gloves aims to raise €200,000 through the campaign.
Midnight Mayhem takes place on 19 January 2027, with “The 7th Punch” campaign running in the lead-up to the event.
Lee McFarland, Founder, Behind The Gloves, said: “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.”
Andy Fowler, Founder and ECD of Brothers & Sisters, said: “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.”
The film was produced by Everything is Computer, an AI specialist production company launched in 2025.