Bob Arum has changed his stance on women's boxing a few months after sensationally claiming fans "don't particularly pay attention to the women's fights."
The legendary Hall of Fame promoter received backlash for several disparaging comments he made about Katie Taylor vs Amanda Serrano.
Arum, 90, was quoted as saying it was like "comparing the Premier League to women’s football," which prompted criticism from Joe Markowski and Jake Paul.
What has Bob Arum said about women's boxing?
However, it seems like he has now changed his mind, after he flew into London on Thursday to show his support for Mikaela Mayer ahead of the biggest fight of her career against Alycia Baumgardner.
ALL THE INFO: Claressa Shields vs Savannah Marshall: Everything we know so far
Speaking to reporters at the Canary Riverside Plaza Hotel in Canary Wharf, Arum spoke enthusiastically about the chance to be a part of history.
"It's so nostalgic to be back in London with all of the rain coming down," he said at the pre-fight press conference.
Credit: Lawrence Lustig/BOXXER
"I knew exactly where I was. But I wouldn't miss this for the world. This is history.
"People years from now will be talking about this event as being a major part of the history of boxing.
"These two world title fights are tremendous, the whole card from top to bottom, all the best women fighters in the world.
"People will remember Saturday night for a long time to come and I'm honoured to be here and be part of it and to root on the young lady who started her professional boxing career with us, the champion Mikaela Mayer, and I know it's going to be a great, great event on Saturday night."
When is Claressa Shields vs Savannah Marshall?
Shields, who is widely regarded as one of the greatest female fighters of all time, will take on Marshall at London's iconic O2 Arena on September 10.
The unified middleweight world champion could add yet another belt to her achievements when she fights Marshall live on Sky Sports.
Marshall has made three defences of the WBO title she won in October 2020.
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The winner will become the first undisputed middleweight champion of the four-belt era.
Who is fighting on the undercard?
In the co-main event of the evening, Mayer faces Baumgardner in an exciting super-featherweight clash.
Mayer will put her WBO and IBF belts on the line against Baumgardner's WBC and IBO titles.
Other female boxers who are hoping to steal the show include Lauren Price, Karriss Artingstall, Caroline Dubois, April Hunter, Georgia O’Connor and Ebonie Jones.
Claressa Shields vs Savannah Marshall will air live and exclusively on Sky Sports, with tickets available to purchase via boxxer.com/tickets.