THIS is the big show

Let’s not be under any illusions. The Floyd Mayweather – Conor McGregor Superfight is a 100 percent hype show. It’s about two of the biggest trash talkers in combat sport settling their online tête-à-têtes in a boxing ring. It’s a circus. It's more entertainment than sport. And personally I love it!

I’m getting my money’s worth and we’re only half way through a 4 stop “World” Press Conference Tour! This event is what Twitter, Youtube and Instagram were made for.

Dancing bear

Let’s be clear on what these Press Conferences are about. Mayweather has proven he can generate 100s of millions of dollars in boxing ticket sales and Pay Per View buys, provided he has the right dance partner. These Press Conferences are about selling Conor McGregor as a dance partner. And "boy", is Conor dancing…. literally as well as figuratively.

Mac The Knife

If you’re into mma you already know that McGregor is currently the most charismatic trash talker in combat sport. Arguable the best combat sport trash talker since Muhammad Ali. Outside of mma however many would be wondering what the fuss is about.

Now they know.

McGregor is box office He is the kind of engaging personality that immediately makes you invested in the outcome of his journey. Love him or hate him, you want to see what happens next.

He mixes humour and honesty in a way few of his contemporaries can match. Whether you believe him or not, it is clear that he believes in his ability to win a boxing match against the best boxer of this generation, in his first professional boxing match.

First Stop – LA LA Big city of dreams

The first of four press conferences kicked off in Los Angeles on Tuesday night. And it was TV Gold. McGregor swaggered on stage with a slick suit pin-striped with Fuck You embroidery.

Mayweather wore casual clothes and a baseball cap. Despite the deck being heavily stacked against him, walking out second, talking second, having his mic cut, not be informed on the arrangements, it was Conor who came out on top. On the surface the LA Press conference looked even. Mayweather played the tough guy on the mic. He embraced the role of the heel. However when you hear the words that were exchanged when the pair faced off at the end of the Press Conference it was clear who was alpha. McGregor was the man, outside the squared circle at least.

Old man cameo

The best part of the LA press conference was the scrum, where Conor and Floyd’s father, Floyd Mayweather Sr went back-and-forth. The playful banter between McGregor and the old warhorse Sr, was a bonus treat. “You’re a fan... “ McGregor said. Deep down, Mayweather Sr probably is.

Back to Back – In Toronto

If there was any doubt who got the best of the LA press conference, there was no doubt that McGregor absolutely roasted Floyd in Toronto. It turned into a one-man stand-up show, with Mayweather the butt of virtually every joke. The Canadian crowd was so pro McGregor, booing Mayweather at every turn. Lapping up all of Conor’s antics.

No Showtime love

One reason Conor McGregor is loved by so much by so many is he gives zero fucks about authority and the established order. He isn’t cowered. In LA his mic was cut. In Toronto he went at the neck of Showtime’s Stephen Espinoza. “Fuck Showtime!” He declared. “…you fucking weasel.”

Many fighters would not dare to go at a major broadcaster, regardless of how they may have wronged them. But McGregor knows his worth. He knows, whatever the result of this fight, in the long run, Showtime will need him more than he needs them. This is likely the last milking of the Mayweather cash cow. However the McGregor money making machine is only just starting. McGregor holds the chips and he isn't afraid of reminding anyone of that.

Flag holder or bag-holder?

The most poignant part of the Press Conferences so far was when Mayweather picked up the Irish flag and draped it around his shoulders.

In many ways, Mayweather was holding a symbol of what McGregor represents. He represents the pride of a nation. In response, McGregor picked up Mayweathers ‘school bag’ with $5000 in it. To many, (on the surface), McGregor was holding something symbolic of what Mayweather represents… an insolent child with a bag full of money.

However scratch beneath the surface and you'll realise Mayweather is far more astute than that.

Self made Anti-hero

Let’s be clear however. McGregor is dancing to Mayweather’s tune. Yes McGregor is the crowd favourite. Yes, McGregor is the better trash talker. Yes, McGregor could demolish Floyd in any other combat sport. However when it comes to boxing and making money out of the sweet science, Mayweather is the powerhouse.

Mayweather has made his fortune being the unbeatable boxing anti-hero. The anti-hero to the popular De Hola. The anti-hero to Canelo. The anti-hero to Pacquiao. Not only did he win those matchups. He made huge paydays being the man everyone wanted to see beaten.

Mayweather choose McGregor because he knew the Irishman could be the perfect people’s hero. The charming trash-talking underdog, that will get the turnstiles turning and the PPVs clocking up. This is the reason why McGregor was the only fighter Mayweather would come out of retirement for. In many ways we're experiencing Floyd's vision. And it's shaping up to be a blockbuster event, regardless of the sporting merits.

Strictly business

Let’s also be clear. What happens before August 26 is irrelevant to what will go down on fight night. Both Mayweather and McGregor are the most calculating fighters imaginable. Both has done this before. Neither will be rattled by what the other has done in LA or Toronto. Nor will they be fazed by what they will do in New York or London. This is the business of drumming up enough interest to give people an excuse to part with their hard earned cash come the night of August 26th.

And both are playing their part to aplomb so far.