Eddie Hearn believes Anthony Joshua's world heavyweight title rematch against Andy Ruiz Jr in Saudi Arabia in December could change boxing forever.
The bout, dubbed 'Clash on the Dunes', will see Joshua bid to win back the IBF, WBA and WBO titles which Ruiz took from him in an upset victory at Madison Square Garden in June, and will take place on December 7.
At a news conference on Monday to confirm the bout at London's Savoy Hotel, promoter Hearn said: "There has been a lot of talk about where this fight would be held.
"For us we wanted to go somewhere that believed in the sport of boxing, who had a vision.
"We have to realise there is a world outside of Cardiff and Madison Square Garden. This event could change boxing forever. You could be seeing a big change in the dynamics of the sport."
Hearn revealed the fight will air at around 9pm UK time, which would be a midnight start in the UAE and 11pm in Riyadh.
He added: "When we realised Saudi Arabia was serious about boxing we looked into the logistical side and that blew our mind as well.
"Look at the events held there before us - the European golf tour, the Italian Super Cup, WWE. It will be an iconic moment for boxing.
"With curiosity the whole word will be watching this fight."