The Aug. 26 showdown between Floyd Mayweather Jr. and Conor McGregor is on track to do record-breaking business.
UFC president Dana White addressed the expected financial implications of the Mayweather-McGregor spectacle during a Wednesday conference call.
"This is the biggest event that has ever happened in combat sports," White said. "This fight will reach over a billion homes worldwide."
Rovell noted White said the fight currently has an over/under of 4.9 million total buys on pay-per-view.
"Everything is tracking right now like we're going to kill this thing," said White.
There has been some hand-wringing about the number of tickets sold for the fight. Lance Pugmire of the Los Angeles Times reported Aug. 7 there were still 3,000 seats available at the T-Mobile Arena in Las Vegas.
Mayweather Promotions CEO Leonard Ellerbe told reporters Aug. 10 that Mayweather vs. McGregor has already generated "over $60 million in the box office."
Mark Shapiro, co-president of the WME/IMG agency that owns UFC, said Wednesday it would be "impossible for us to not break the record" of a $72.2 million gate set by the 2015 match between Mayweather and Manny Pacquiao, per Darren Rovell of ESPN.com.
The combination of McGregor and Mayweather looks to be big enough that the fight will establish all sorts of new box-office records.