The former WBO welterweight champion announced via press release on Wednesday that he is launching his own promotional company, Throwback Boxing Promotions. Norman will serve as CEO, and Jolene Mizzone will be president.

Their first signing was hard-hitting southpaw and former world title challenger Edwin De Los Santos, who will be co-promoted by Zuffa Boxing.

“This is Throwback Boxing Promotions, and that word throwback means so much to me,” Norman said on the press release. “There are a lot of old school fighters that lost to the business of boxing and couldn’t get an opportunity to show their talents. We will be the ones that give those hidden gems their opportunity to shine. We are doing this for you.”

In De Los Santos (17-2, 15 KOs), Norman, 25, feels that he and Mizzone found the perfect fighter with whom to start the company. And the 26-year-old Dominican echoes their sentiment as he enters the next phase of his career.

“I’m excited to work with Brian Norman Jr.,” De Los Santos said. “He has shown to be a brother in this transition. I consider myself a throwback fighter. I’ll fight the best, anywhere, anytime. The name fits who we are.”

De Los Santos holds a third-round knockout over former WBA 140-pound champion Jose Valenzuela in 2022. In his lone world title shot, De Los Santos lost a unanimous decision to The Ring’s No. 3-ranked pound-for-pound fighter and current Ring and WBO 140-pound champion Shakur Stevenson (25-0, 11 KOs) in 2023.

Norman (28-1, 22 KOs), of Decatur, Georgia, was elevated to WBO champion in 2024 and defended the belt twice before losing a unanimous decision to three-division champion and The Ring’s No. 8 pound-for-pound fighter Devin Haney in November. Norman is The Ring’s No. 2-ranked welterweight.