Boxing fans are aware of the value of Saturday's event in Los Angeles, which will feature Saudi Arabian strongman Turki Al-Alshik's U.S. debut.
But for the sport to truly resonate with people, it needs to resonate with mainstream audiences, and so far its efforts have been plagued by questionable schedules, uncertain local market knowledge and a lack of personality, which has been both good and bad.
Industry experts are wondering aloud why the card arrived at a time when sports audiences around the world are glued to the Olympics.
They wonder why big fights are being held in Los Angeles and there are no Mexican fighters in the main events.
And they are confused as to why the ticketing system is so expensive and why there are signs of panic with discounts now being offered.
“If you look at the ticket sales, it's not that great,” Southern California Hall of Fame fighter Timothy Bradley Jr. said Monday on ProboxTV's “Deep Waters,” which featured a main card featuring three-division world champion Terence Crawford (40-0, 31 KOs) seeking to become a four-division world champion against newly crowned World Boxing Association (WBA) junior middleweight champion Israil Madrimov on DAZN, ESPN and PPV.com.
“Terrence is a great fighter. He's not reached superstardom yet. His last fight (a ninth-round knockout victory over former three-division welterweight champion Errol Spence Jr.) was a year ago and I don't think he's capitalized on that win (a dominant one).”
Crawford, 36, has long irritated former promoter Top Rank with his lack of interest in promotional efforts.
Anyone who spends time with him quickly realizes just how witty, intelligent and personable he is, but he doesn't feel obligated to share that with everyone, which is why his ticket sales are sluggish outside of his native Nebraska.
Putting him against an equally talented new champion who doesn't speak English in Madrimov complicates the equation, which is why many are looking to co-main event fighters Isaac “Pit Bull” Cruz of Mexico, who is defending his 140-pound title for the first time, and former heavyweight champion Andy Ruiz Jr. as anchors to drive ticket sales.
“The 'Pit Bull' Cruise will attract attention. It should sell,” Bradley said.
Cast members of “Deep Waters” debated whether director Ararshik had considered these nuances or whether this was simply an opportunity to promote Saudi Arabia and its global holiday destination, Riyadh Season.
“Crawford is a tremendous fighter, but his 'strength' takes a little work,” former welterweight champion Paulie Malignaggi told “Deep Waters.” “Inside the ring, Terence is a master of the moment. Outside of the ring, he's been fighting long enough.”
Smart boxing fans know better who Crawford is. He's not interested in flashing a warm smile like Sugar Ray Leonard. He doesn't play the game of turning into a villain for entertainment. He's a pure fighter, and a great watch for those who enjoy boxing.
“He's the most competitive guy I've ever met,” said Bradley, who met Crawford more than a decade ago when Bradley summoned the young fighter to train in Indio, California, under the same trainer, Joel Diaz, who now coaches Madrimov.
There are a lot of intriguing stories surrounding Crawford, including his desire to win Saturday's bout and then segue into a fight between Crawford and Alarczyk, whose main fight is against four-division champion Canelo Alvarez.
In an Instagram Reel recorded on Sunday at the fight's BMO Stadium, Crawford showed a glimpse of his true personality as he joked with Madrimov's British promoter, Eddie Hearn, about the fight, past opponent Ricky Burns and room service debts.
“That was the real Terence Crawford. He wasn't hyping it. He was just being himself,” Bradley said.
Similarly, Malignaggi suggested Alarczyk needs some guidance to deliver the best matches and matchups to fans.
Bradley argued that Alarcik is not to blame for the lack of crossover stars in the sport, particularly in the United States.
Analyst Chris Algieri said the positives are that Alarczyk is able to consistently produce quality cards, promoting talented fighters and giving them more opportunities to elevate their brands, just as the heavyweights fighting for him in Saudi Arabia have done.
“The heavyweight division is thriving because of this guy,” Algieri said.
Saturday's card is designed to show off that progress, and by bringing all of the sport's top American promoters together in the same stadium, it may well achieve the result Alarczyk wants.
But ask them honestly about how their first forays into the U.S. market went, and they'll likely tell you it left something to be desired.
