Heavyweight champion of the world used to be one of the most coveted, glamorous titles in international sport.
Now, it's a label which attracts widespread cynicism and indifference. Why?
David Haye should know.
He was, until last summer, holder of one version of the world heavyweight title, known as much for his trash talk outside the ring as for his prowess inside it.
If you look beyond the hype is boxing a sport in terminal decline?
(Image: David Haye. Credit: All Sport/Getty Images)