Floyd Mayweather is the man who showed how boxers could take total control of their careers, and turn them into expertly calculated businesses.
It's no surprise then that his fight against MMA star Conor McGregor is going to cost American fans dearly.
Mayweather's fight against Manny Pacquiao two years ago brought in a staggering $620m from pay per view fans, and the August 26 showdown with Dubliner McGregor in Las Vegas is expected to top that. Some predict it will gross around $700m, others have called it the first $1bn contest.
American prices have been set at $125 for standard definition, and nearly $140 for high definition viewing which matches the Mayweather-Pacquiao costs.
Mayweather will earn $135m according to some reports, or maybe three or four times that according to others. McGregor expects to make more than $100m, may times what he has ever collected from MMA.