Spence Jr vs Crawford: selling a pay-per-view over a month, not a night.

July 29, 2023: two unbeaten champions, one undisputed welterweight title, sold on Showtime pay-per-view. Fans had to feel the fight getting closer every week, and every live stream had to look like the same event.

The decision I’d defend: treat it as a system, not a poster. Countdowns, fighter stats, live-stream slates and result cards in every format, with win and loss versions ready before fight night, so the only live step was dropping in a photo.