AJ’s granted UK power to run the show
WHO knows what is happening on the Deontay Wilder side of the Anthony Joshua courtship?
It doesn’t really matter – the AJ show is rolling on with or without him.
The announcement of successive Wembley Stadium shows is a bold move on behalf of Joshua’s promotion team.
It reflects both the power of Joshua in the market and the strength of British boxing as a whole.
The sport on this side of the pond has never been in better shape. Before James DeGale relinquished his IBF supermiddleweight belt last week, Britain had seven world champions across the four major sanctioning bodies.
As the holder of the WBA, IBF and WBO heavyweight belts, Joshua (above, right) is setting the global agenda. The defence of his WBA strap against mandatory challenger Alexander Povetkin will be confirmed next week for September 22.
The April 13 show has got Wilder’s name on it. If I was him I would snap off Joshua’s hand for the terms offered which, at a guaranteed £15million, seems generous enough to me – well above the market rate for Wilder.
Joshua is the main man. He’s the fighter generating huge live audiences and massive pay-per-view returns. He will attract 90,000 people to Wembley whoever is in the opposite corner.
Wilder (above, left) has not a chance of attracting numbers anywhere near that and does not come close to Joshua in terms of brand power. Besides, if he is as good as he tells us he is, he has nothing to fear from accepting Joshua’s terms since he will go home the winner.
It used to be that a fighter had to make it in America to earn the big bucks. The success of British boxing has transformed the landscape to a degree.
Of course, Las Vegas is the place to be for historic reasons and still drives the market in terms of casino site fees, which we do not get in the UK, and pay-per-view bouts. But the heavyweight buttons are all being pushed by Joshua.
The Wilder comings and goings are all part of the negotiating process, driving interest in the bout, trying to up his side of the bargain.
Don’t be surprised to see the insults and handbags continue all the way to Yuletide, at which point a contract signed by Wilder and wrapped in ribbons will be handed over to Santa Claus for delivery to Joshua on Christmas Day.