The global internet celebrity Logal Paul faces off against boxing legend Floyd Mayweather this Sunday. Both men are controversial figures, who’ve faced criminal allegations. The veteran prizefighter taking on a viral video star is just the latest unconventional attempt to draw eyes to the boxing ring, as interest in combat sports continues to shift. ESPN’s Ben Baby examines why Mayweather came out of retirement to fight Paul, why internet stars like Paul may be poised to succeed on pay-per-view, and if this is the future of the “sweet science.”

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