It's on

Tony Bellew will step up to heavyweight to fight his newly found arch-nemesis, David Haye in the London O2 Arena on March 4th.

In what promises to be an exciting match-up "The Bomber" will take on the "Hayemaker" in a battle between two of the biggest punchers in British boxers.

Both boxers are "Marmite" figures in UK boxing. You either love them or you hate them, but anyone with the vaguest interest in British boxing cannot ignore them.

The build up promises to be every bit as entertaining as the fight. Both fighters are well-known for being outspoken and aren't afraid of "kicking off" before the opening bell (Cleverly/ Bellew press conference, David Haye 'glasses' and 'tripods' Derek Chisora).

Manufactured beef

Ever since capturing the WBC Cruiserweight belt by beating Illunga Makabu in May, Bellew has been angling for a fight with Haye. Bellew has been baiting the man from Bermonsey for the last 6 months.

Bellew will tell you his issues stem from "David Haye has been conning the public since his comeback" in January, fighting lowly ranked fighters for an easy payday.

Bellew may even say that the rivalry grew, when he defeated his title against Haye's friend BJ Flores. With Haye picking the American to beat Bellew.

This is purely manufactured. In fact many will see the Flores fight as purely a precuror to the Haye fight. At times Flores must have felt like a gooseberry at his own title challenge. Bellew spending time in between rounds taunting Haye at ringside, before jumping the ropes (after dispatching Flores in Round 3) to confront Haye.

Bellew, now 33, wants a big payday. He realises that the biggest payday out there for him is a fight with David Haye. Now he has that fight.

Playing along

David Haye has been (and will be) happy to play-along with Bellew. Haye has a record of making light work of much hyped domestic match-ups.

In 2012, Haye took out Derek Chisora in five rounds after their much publicised public brawl.

In 2010, Audley Harrision talked himself into a heavyweight title fight with Haye after a successful stint on Prizefighter. Harrison was blown out in round three with Haye's first meaningful salvo.

However, the Bellew fight probably draws greater parallels with his last fight at Cruiserweight against Enzo Maccarinelli in 2008. Both fighters held World titles and both fighters were renowned big punchers. Haye is no longer a Cruiserweight, he is a small heavyweight and left the 200lb division as undisputed Champion. Although the Bellew fight is at Heavyweight, this fight will be to determine who is (unoffically) the best Cruiserweight the UK has ever produced (Johnny Nelson, aside!).

Who wins?

Smart money

The smart money will be on David Haye to wipe the floor with Tony Bellew. After all, Bellew was comprehensively beaten and knocked out by Adonis Stevenson at Light Heavyweight. This fight will be at Heavyweight. Bellew has never fought at heavyweight as a pro. Haye is now a seasoned heavyweight campaigner, former heavyweight title holder and (despite a sore toe) went the distance with the most dominant heavyweight of the last decade, Wladimir Klitschko.

Caveat

However, there is a big caveat.

Many have asked the question; 'is David Haye still David Haye'?

Haye, now 36, suffered a career threatening injury in late 2013 and arguable hasn't had a meaningful fight since the Chisora fight in 2012.

Bellew on the other hand has been active and hasn't lost since moving up to Cruiserweight in 2014. Knocking out 6 of the 8 opponents he has faced since then, including capturing and defending the WBC crown.

Also, although Bellew has never fought at heavyweight as a professional, he has fought at heavyweight as an amateur. And he is at pains to tell anyone that will listen that he 'bashed up David Haye in sparring' back in those days. Apparently forcing Haye, a pro cruiserweight at the time to take a knee. No doubt we will be hearing a lot about the sparring incident in the build-up to this one.

Hype aside

Hype aside, Bellew will need the performance of his life to cause an upset and beat David Haye. They say power is the last thing a boxer loses and Haye is one of the most ferocious punchers of his generation.

Couple that, with the fact that Bellew has been notoriously easy to hit of late and has shown an appetite to slug it out with heavy hitting opponents. Bellew had to survive a heavy first round knock down against Makabu to win the WBC strap.

Haye should prove too fast, too elusive, hit way too hard for Tony Bellew in this match-up regardless of what may or may not have transpired in sparring many moons ago.

'No lose' Bellew

Despite the fact that Bellew will likely fall to Haye, it's almost a no lose fight for him (assuming The Bomber comes out of the bout with all his faculties in tact).

If he loses, Bellew can go back to campaigning at cruiserweight. Eddie Hearn is a shrewd operator. If anyone can find a way to get Bellew this fight at heavyweight and retain his WBC cruiserweight title, Hearn can.

Win, lose or draw, Bellew's profile and stock outside the ring will rise with a fight against Haye. Every boxer should be looking for an exit strategy and a life after boxing. Bellew is a smart guy and has already landed himself a movie role, with his cameo in the Rocky spin-off, Creed. A high profile fight against Haye in the marquee heavyweight division will improve Bellew's marketability and open doors in acting and beyond.

If the fight is competitive, close or controversial, then a lucrative rematch could be on the cards. The Froch-Groves rematch sold out Wembley Stadium. Given the protagonists involved, Haye-Bellew II could easily do the same, if the first fight is exciting.

If Bellew does the unthinkable and beats Haye, then we have a real life 'Rocky' figure in the heavyweight division, that can capture people's imagination across the globe. The upside for Bellew will have no limit.

Cashing out

Roll dice

Bellew is rolling the dice in this fight. However fighting Haye is not as crazy as it seems when you look at the alternatives waiting for him in the cruiserweight division.

The likes of Denis Lebedev, Marco Huck and Guillermo Jones are all tough fights that Bellew could lose. With little financial reward or fanfare if he wins.

In unbeaten Ukrainian Oleksandr Usyk, the cruiserweight division probably boast one of the best pound-for-pound fighters that no one has heard of.

Bellew has a choice of attempting to bulgeon his way through a 'murders row' of fighters in the cruiserweight division, or cashing in on a big money fight against an ageing David Haye.

Best payday

For Haye the choice is similar. Ideally Haye would like to skip straight to a big money title fight against Anthony Joshua or Tyson Fury.

Haye is unlikely to ever get a fight against Fury. Even if Fury does return to the ring in 2017, Fury has vowed to never fight Haye (after Haye twice pulled out of fights with him with injury).

Anthony Joshua is also out of reach for Haye in the near future. 'AJ' is scheduled to fight Eric Molina next month. With a bout against Wladimir Klitschko pencilled in for spring next year, a Joshua-Haye fight could be as much as a year away.

Haye also knows that an impressive showing against Bellew will not only earn him the best payday outside of a Fury or Joshua fight but will also be high profile enough to earn him a title shot.

Perfect couple

Ignore the trumped up animosity, both Haye and Bellew will be very happy that they found each other at this juncture of their career.

Both also have good reason to be confident going into this match-up. Most importantly they will be able to make good money together.

Prize fighting is first and foremost about the prize. With both fighers in there mid-thirties they are (and should be) looking for the shortest route to securing their financial future and in that regard this match-up makes all the sense in the world.