Sink or swim.
That is the blunt three-word assessment from promoter Eddie Hearn after unveiling a potential fight of the year between Josh Kelly and David Avanesyan.
Kelly, a 2016 Olympian, has been handed a tilt at the Armenian’s European welterweight title at the O2 on Saturday March 28.
The unbeaten Sunderland star is the reigning WBA International welterweight champ, a belt he has made three successful defences of, but this looks a career-defining fight in his 12th professional appearance.
Avanesyan who, despite his Eastern European background, is based in Newark, Nottinghamshire, is in the form of his life.
The 31-year-old won the European title in Spain, beating Bilbao’s Kerman Lejarraga last March before stopping him inside a round of their September re-match.
HIs latest defence was another first round affair – again in Spain- hammering Jose del Rio.
“This is just a brilliant fight – absolute sink or swim time,” said Hearn.
“Avanesyan is a world class welterweight who sits in the top 10 with every governing body.
“But for every great Olympic prospect comes judgement day and this is it for Josh Kelly.
“The fight that could turn him into a real star and a legitimate world title contender.
“It’s the ultimate stage, the ultimate test – don’t miss it.”
Hearn would, of course, say that, he is the promoter selling a fight, though to be fair it sells itself.
It has ‘incredible’ written all over it as Adam Smith, Sky Sports head of boxing, explained. Sky will show the gig over here with DAZN doing likewise in the USA.
“Josh Kelly is one of the hottest talents in British boxing – and now he gets the perfect platform to showcase his dazzling skills against David Avanesyan,” he said.
“We’ve followed Josh’s career since he’s turned professional, but this is a real acid test against the dangerous European champion.
“Josh is part of a red-hot welterweight division, brimming with big names, and we cannot wait to see PBK light up the O2 on March 28.”
Tickets are priced £40, £60, £100 and £200 (VIP).
Presale tickets will be available to purchase for O2 Priority members from midday on Wednesday February 12 from The O2 (www.theo2.co.uk).
Fightpass tickets will be available to purchase from midday on Thursday February 13 from StubHub (www.stubhub.co.uk) and Matchroom Boxing (www.matchroomboxing.com).
General Sale tickets will be available to purchase from midday on Friday February 14 from StubHub (www.stubhub.co.uk), The O2 (www.theo2.co.uk) and Matchroom Boxing (www.matchroomboxing.com).
Words: Roy Kelly Picture: Mark Robinson/ Matchroom
