Ward has said repeatedly that Froch just does not want to fight him for the second time. Froch just does not want it. Froch may feel as if he really can't beat Ward. Which is fair, so no reason in trying to force him if he feels he won't win.

To that regard, Ward will always be #1 in Froch's era and Froch fighting for #2 and #3 with Kessler.