Sky Sports chief Adam Smith has defended the British record £26.95 pay-per-view price for Anthony Joshua's crucial rematch against Oleksandr Usyk.
The heavyweight protagonists square off on Saturday night in Saudi Arabia, 11 months after Usyk claimed a stunning unanimous decision win over Joshua at the Tottenham Hotspur Stadium.
The pair's first encounter, which was also on Sky Sports Box Office, cost viewers £24.95, with a £2 increase implemented for the rematch.
The price was met with backlash from the fans upon its announcement late in July, in what will be Joshua's final outing on Sky having signed a big-money, exclusive deal with DAZN.