So I happened to go onto Twitter earlier and noticed that Floyd Mayweather was treading. Despite being 'retired', Floyd knows how to steal the boxing limelight. In what was billed as a three round 'Exhibition' match Floyd headlined Rizin 14 where he defeated Japanese kickboxer Tenshin Nasukawa in less than 3 minutes.
I did a quick video with my thoughts:
I think in twenty or thirty years time, we'll look back at the Floyd Mayweather era of boxing with wonderment.
What Floyd has achieved in the ring has only been surpassed by what he has done financially out of it.
Now in 'retirement' he is re-defining ways in which fighters can monetise and continue to grow their brand.
Love him or hate him, the public cannot seem to get enough of Floyd.
Last year it was the cross-over bout with the equally brash trash talker in UFC star Conor McGregor. That superfight netted Floyd hundreds of millions of dollars.
This New Years Eve, Floyd has not only netted $9m for 139 seconds of work but also extended his brand to a Far East audience.
Now in his 40s, Floyd is slowly carving a niche for himself. By boxing Mixed Martial Artists (on his terms), Floyd is able to continue boxing, without any realistic threat of losing yet with enough spice and interest for promoters to pay top dollar to stage the events.
Judging by the shape he was in, Floyd clearly has an appetite for fighting. Usually this desire to keep fighting is the kiss of death for ageing fighters. Many fighters, way beyond their prime, have found themselves being served up to the young lions of the sport.
Floyd however has turned his thirst for the game to his advantage. He was able to secure a three round exhibition against a young kick-boxer who was ten pounds lighter than him. Not only was the event big in Japan where it was staged, it is trending Worldwide with everyone pitching in with an opinion on the spectacle.
Little known MMA promotion Rizin, will be the subject of many New Years Eve party conversations, thanks to Floyd.
And that is the power of the man.
Whatever you think of him, people cannot stop talking about him. And in today's attention economy such a quality is worth it's weight in gold, no matter how long the fights lasts.