Eddie Hearn claims Anthony Joshua's world heavyweight title rematch against Andy Ruiz Jr in Saudi Arabia 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 a stunning upset at Madison Square Garden in June, and will take place on 7 December.
Amnesty International has criticised the choice of Saudi Arabia for the bout, citing human rights violations, the murder of journalist Jamal Khashoggi, and the ongoing war in Yemen.
At a press conference 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 Irish time.
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 - Formula One, the European golf tour, the Italian Super Cup, WWE. It will be an iconic moment for boxing.
"With curiosity the whole world will be watching this fight."