Matt Whitteker Gonzalez Media TV interview on MILLIONS.co

The Matt Whitteker Gonzalez Media TV interview covered how a pandemic conversation became MILLIONS.co, why Whitteker’s Fight For The Cure boxing gala matters to his family, and how the platform plans to pay creators and help them promote events. Speaking with Jose G, Whitteker also discussed Daniel Garcia’s involvement in the company, its plans for ticket sales and clips, and the boxing gym he opened before working in software.

How did Matt Whitteker start MILLIONS.co?

Matt Whitteker said MILLIONS.co began in his cigar room in Canada during the pandemic, when he, his brother and a friend discussed what their friends in boxing needed. They settled on a platform where sports talent could stream events, host watch parties, make personalized videos and sell merchandise.

A streaming idea shaped by boxing

The group wanted somewhere to stream its annual charity boxing event. Whitteker also recalled seeing Joe Rogan host UFC watch parties. Those examples helped them put streaming and other ways for sports talent to reach fans into one proposed platform. He said the idea became MILLIONS.co about seven months after the initial conversation.

Whitteker had already spent 10 years working in software. He said that experience helped him see a way to build for friends who needed to sell merchandise, alongside the streaming uses the group had identified.

Adrian Salmonovic’s name for the company

The platform was initially called Spotlight. Whitteker said Adrian Salmonovic, who had joined the cigar-room conversation, later called him while he was in an Uber and proposed Millions instead. Salmonovic had already bought the .co domain. His argument was that Millions would be harder to forget after a brief introduction, and Whitteker agreed.

What did Matt Whitteker say about Bruce Buffer, Daniel Garcia and boxing?

Matt Whitteker described Bruce Buffer as a shareholder he can call to discuss ideas and platform features. He said Daniel Garcia also became a shareholder after the two spent time together in Cancun and agreed to put Garcia’s planned comeback fight on MILLIONS.co.

Working with Buffer and Garcia

Whitteker said watching Buffer announce a UFC event feels different when they can also speak directly about the business. Garcia visited Whitteker’s home in Cancun for a weekend while planning his comeback fight. Whitteker said they later attended a fight there with Garcia’s team, his brother and members of the MILLIONS.co team.

Those relationships contrast with Whitteker’s previous work in supply chain data management. He joked that its conferences did not offer the same chance to spend time with Garcia or call Buffer. He also credited Volition Capital, an investor in his previous company, as the first investor in MILLIONS.co.

Final Round Boxing and Whitteker’s own fight

His connection to boxing predates the platform. Whitteker said the first business he opened was Final Round Boxing, a gym in south Ottawa that he started with his brother and another co-founder. Whitteker was 22 and his brother was 18. After roughly four years running the club, he moved into software.

Whitteker also corrected a mix-up about his own appearance on a Daniel Garcia card: he said he was not fighting at Barclays Center on that card. He fought at the Fight For The Cure charity event on the same night in 2025.

What did Matt Whitteker say about Fight For The Cure?

Matt Whitteker said Fight For The Cure grew from an Ottawa charity boxing event that raised $500 at its first outing to an event with a $1.7 million donation this year. He and his brother founded it around the time they opened their boxing gym, while their grandfather was receiving cancer treatment.

The first Ottawa event

Whitteker recalled being drawn to the documentary style associated with Floyd Mayweather and Oscar De La Hoya’s boxing coverage. After newscaster Terry Mark came to report on the brothers’ gym, they proposed following his training for a fight. They matched Mark with the head of a local cancer foundation for what Whitteker called Ottawa’s first white-collar boxing match.

He placed the first Fight For The Cure in either 2007 or 2008, rather than giving a definite year. From the first $500 raised, he said, the event got bigger each year. To Whitteker, that growth reflects the value of steady improvement. He put the lesson this way:

You just got to get a little bit better every week. You got to get a little bit better and you can make really big differences over time.

What platform and sponsorship plans did Matt Whitteker describe for MILLIONS.co?

Matt Whitteker said MILLIONS.co has two connected businesses: brands can run sports influencer campaigns, while sports talent and creators make content around events. He expects the platform to carry 700 pay-per-view events this year and described plans to add ticket sales, affiliate links and automated clips.

Campaigns for sports brands

Through the campaign manager, a brand can invite applications from athletes who want to promote a product. Whitteker gave the example of finding 20 Texas boxers for a boxing-glove campaign. He said the product handles talent selection, contracts and payments. Brands he named as working with the company included Taco Bell, Jersey Mike’s and Gold Bar Whiskey.

Tickets, affiliate links and event clips

On the event side, Whitteker described a process intended to keep participants involved before and after a show. Organizers would be able to sell tickets, stream, or do both. Participants brought onto MILLIONS.co would receive affiliate links so they could share in sales, and interview content could be cut into short clips to promote the event.

Afterward, Whitteker said, a clipping tool would make highlights available to people who subscribed, attended or created content. The aim is for those clips to help build an audience for the next event. These were plans he described, not a claim that every feature was already available.

What did Matt Whitteker say about the upcoming boxing match?

Matt Whitteker called the upcoming fight discussed by Jose G a toss-up, despite the host’s view that Alarete Foster was heavily favored. Whitteker thought a slick style could be important, but did not present his pick as certain. He planned to watch its main event while attending another boxing show in Cancun.

Jose G raised Foster’s technical boxing and the unusual angles of the other fighter. Whitteker said he had watched a documentary about the matchup and looked forward to the fight. He expected to be ringside at a live event in Cancun that night, following the other main event on his phone.

What did Matt Whitteker say about MILLIONS.co creator tools and pay?

Matt Whitteker said MILLIONS.co’s creator program is meant to offer qualifying sports creators guaranteed pay rather than rely solely on a share of advertising revenue. He also described a newly shipped streaming studio, articles generated from interviews, proposed brand-mention summaries and an Apple TV app.

Studio, articles and potential brand connections

The studio lets creators customize the presentation of a stream, including placing a sponsor’s logo in an on-screen banner. Whitteker said articles made from interviews would be extended across profiles so creators could also write and publish sports articles themselves.

He outlined another planned feature: a short article and clip about a brand mentioned during a stream could be sent to that brand. Whitteker presented it as a way for a creator or athlete to be noticed for a possible sponsorship, not as a guarantee of one. He also said an Apple TV app had been approved to let viewers watch MILLIONS.co content there.

A creator program modeled on part-time work

Whitteker said creators could qualify for a sponsored channel by meeting interview, follower and referral thresholds, though he was still discussing the exact interview number. He preferred guaranteed pay to a model based only on views and ad revenue. His reference point was working at Canadian Tire and later as a bank teller, where he said he earned $6 and $11 an hour respectively.

He said roughly 1,000 people had registered for the program in the first 22 days of that month. Asked about his everyday products, Whitteker described keeping a zero-calorie hydration drink at his desk and said he is an investor in Gold Bar Whiskey. He closed by crediting MILLIONS.co’s 40-person team, its co-founders, investors and creators for its progress.

Who is Matt Whitteker?

Matt Whitteker is the co-founder and CEO of MILLIONS.co. Before MILLIONS.co, he co-founded Fight For The Cure and Assent. Assent exited to Blackstone and Vista PE for $1.3 billion.