(CNN) If US boxing promoter Don King came to define the art of braggadocio in promoting a world title fight, then Briton Eddie Hearn has taken the art of bravado and showmanship to a whole new level in the age of social media. 'We want people talking'"The razzmatazz is important," Hearn tells CNN Sport's Don Riddell ahead of this weekend's super-middleweight title unification fight between Billy Joe Saunders and Canelo Álvarez. Canelo Alvarez (R) connects on Sergey Kovalev during their WBO light heavyweight title fight at MGM Grand Garden Arena on November 2, 2019 in Las Vegas, Nevada. Alongside his new role Hearn leads Matchroom Boxing, including its US division and the PGA EuroPro Tour. "You have to be making noise"Despite promoting victors such as heavyweight champion Anthony Joshua, Hearn emphasizes the importance of engaging fans just as much as competitors.

Source: CNN May 07, 2021 11:03 UTC