Top Rank President Todd DuBoef still views Tyson Fury vs. Anthony Joshua as the "biggest heavyweight fight in the world."
Joshua, who suffered back to back defeats at the hands of unified heavyweight champion Oleksandr Usyk, is looking to bounce back against Jermaine Franklin on Saturday night at The O2 in London.
In 2021, Fury and Joshua were close to finalizing a fight - but it fell apart when Deontay Wilder was successful in a legal action that forced a trilogy fight with Fury.
DuBoef, who co-promotes Fury, would love to see the 'Gypsy King' make a defense of the WBC title against Joshua.
"I've always said that that is the fight," DuBoef told Sky Sports. "Both of them have great brands, huge fanbases, and fortunately both of them come from the UK, so it's wonderful that your country has been able to produce these incredible prizefighters.
"That fight is always there, and, to me, is the biggest heavyweight match in the world, because of the personalities and the stories."
At the moment, the future is not clear for Fury.
For the last few months, his team was in serious discussions to make an undisputed fight with Usyk. Their negotiations recently fell through after both sides were unable to agree on the monetary terms for the rematch.
"The frustration is for all of us," said DuBoef. "All of us are frustrated, right? And I think timing has been an issue with trying to make this fight happen. I'm not going to say never, but I think we all want to see this unification, and we all have hope.
"But there was a timeline that was set up, and it just got ahead of everybody and it became very tight. Fortunately, there's always hope and an opportunity because I think both fighters really know that this is what the sport wants, and what they want. So, motivation is there, timing was more of the issue on this."
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