In what is thought to be a first, Joseph Parker's WBO heavyweight title defence against Hughie Fury will be screened on YouTube in the UK.
With less than three weeks until the bell rings, Hennessy Sports, Fury's promoters, have left their run to secure a broadcaster for the September 24 (NZT) title fight in Manchester late but have now announced YouTube will hold the UK-based pay-per-view rights.
UK punters who purchase the fight in advance can do so for $18 (NZD).
Parker's promoters, Duco Events, control the rights for New Zealand, Australia and Samoa. They have set a $39.95 price for Sky Arena pay-per-view which represents a drop of $10-20 on previous Parker fights.
Slow ticket sales and Parker's 11th hour purse payment of around $2.1 million have stalled the stagnant build-up to the 25-year-old's first overseas title defence.
But, in a statement, Fury's promoter Mick Hennessy trumpeted YouTube's 1.5 billion global audience.
If nothing else, broadcasting a title fight via such a large online platform only strengthens the evolution of sporting viewership.
"The heavyweight championship of the world is still the biggest prize in sport and can capture the imagination of the public like no other sport," Hennessy said. "For Fury v Parker, we decided to make this event innovative, forward thinking and really push out the boundaries.
"We've been talking to YouTube for months about bringing boxing to a wider audience through their platform, and are delighted to have found a way to achieve this.
"The way TV viewing is consumed has altered rapidly in the last few years and we wanted to be at the forefront of that change in presenting this fight. As a company, Hennessy Sports, is proud to be playing such a pivotal role in transforming the way in which live boxing content is televised. This is the future of boxing."
Fury said: "I'm thrilled and proud to be part of an historic event that will be remembered in years to come as a defining moment in the sport.
"Parker is the biggest challenge of my life and he will bring the very best out of me, but I aim to deliver a knockout performance for YouTube viewers who will see me lift the WBO world title at the end of the fight."
Peter Fury, father and trainer of Hughie, added: "I'm thrilled that the fight will be shown live on YouTube in an innovative move that will bring a whole new audience to our sport. I'm proud that my son will be challenging for the WBO heavyweight championship of the world in his home city in what will be a great fight that I believe will see Hughie crowned world champion live in front of YouTube viewers."