Not sure about that, surely ITV want more PPV action not less? If they were now going to invest millions in Jr to give him away "free" they've gone about is arse backwards.

Just 100,000 buys is a couple of million quid in the pot. They best hope the fight does pony numbers otherwise Eubank's in a position to demand an absolute fortune to toe in line with the PPV dosh.

Surely subscription networks (Sky/BT/HBO/Showtime) would give away the mega fights (Joshua/Floyd) instead of increasing the buy rate if they could make more that way?