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      Inside KSI and Logan Paul’s booming Prime business as YouTube sensations take world by storm – and now worth £18MILLION

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      BOXING rivals-turned-business partners KSI and Logan Paul have taken the world by storm with their Prime hydration drink. The pair, who twice fought each other with the first ending in a draw and KSI winning the rematch, launched the company in 2022.
      Logan Paul and KSI launched Prime in 2022Credit: Instagram/@drinkprime
      KSI drinking Prime after a fightCredit: PA
      Prime has become the most in-demand drink on the shelves
      And it has become somewhat of a sensation across the globe, especially in the US and UK.
      According to Dealroom.co, Prime already has an estimated worth of £18million but the pair believe it can gross billions in the future.
      But how did it get to this position?
      Well, KSI and Paul are not strictly the brains behind the business, as revealed by The Sun on Sunday.
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      That is actually down to publicity-shy American duo Trey Steiger and Max Clemons, who own the firm that created the drink.
      The pair, both in their twenties, met at school in Louisville, Kentucky, and now control a drinks empire experts say is set to produce ten million bottles a year, making more than £85m.
      They own company Congo Brands, which in turn owns Prime Hydration in the US and in the UK.
      Creators Trey and Max set up the Prime brand in early 2022, recruiting KSI and Paul, and using a similar business model they first employed four years ago for gym supplement Alani.
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      But Companies House accounts show neither control Prime Hydration UK — owned by its US parent, which in turn comes under the umbrella of Trey and Max’s Congo Brands.
      KSI, 29, and Paul, 27, believed to have ownership in Prime, have done an amazing job in promoting the brand.
      In the UK, it was exclusive to Asda, before Aldi also produced limited stock.
      They are also a sponsor of Arsenal, with bottles available at the Emirates on matchday.
      The high demand and limited distribution of Prime has caused chaos around the nation.
      Footage has shown riots in Asda stores when new stock has arrived while other smaller stockists have sold it at castly inflated prices.
      Trey Steiger is part-owner of Prime
      Max Clemons is the other owner of Prime
      KSI and Logan Paul have created a sensation in PrimeCredit: instagram/DrinkPrime
      One particular shop in Wakefield – called Wakey Wines – has infuriated KSI for selling rare cans for a whopping £100.
      He fumed on talkSPORT: “There’s a guy called ‘Wakey Wines’ and I don’t know if it’s a joke or not, but either way it’s terrible practice.
      “People want to try these drinks and they have not got the chance to try the drinks.
      “They see me promote it and I know a lot of people are inspired by me and interested in the things that I promote… so when people saw that I was promoting Prime they wanted to try it.
      “But, now you have people who are bulk buying and selling it for stupid prices and taking advantage of the hype and I hate it.”
      Despite the major success of Prime – not even in its first year yet – KSI revealed neither him or Paul have earned a penny.
      Prime sponsors ArsenalCredit: https://www.arsenal.com/arsenal-prime-hydration-drink-partner-ksi-logan-paul-emirates-stadium
      Aaron Ramsdale drinking from a Prime bottleCredit: MatchDay Images Limited
      Responding to re-sells, KSI tweeted: “This annoys me so much.
      “We’re trying so hard to increase the supply as much as possible to try and combat the black market selling.
      “Me and Logan ain’t made any money from Prime. It’s all going back into the business to increase the supply. We’re trying people.”
      Looking ahead, Prime are set to debut a range of new flavours in 2023.
      Blue Raspberry, Lemon Lime, Tropical Punch, Strawberry Watermelon and Orange Mango are set to hit the shelves.
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      The brand has confirmed the drinks, which are currently out in the US, will be reaching the UK in April.
      KSI and Paul are hoping to keep the thirst for Prime going as they enter their second year in business.
      Prime has limited stock in the UK More

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      Roy Jones Jr claims Liam Smith illegally elbowed Chris Eubank Jr in moments before shock KO loss in blast at Eddie Hearn

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      ROY JONES JR appeared to claim Chris Eubank Jr was illegally elbowed by Liam Smith – in a fiery response to Eddie Hearn. Eubank was stunned in defeat to Smith, floored and knocked out for the first time in his career.
      Roy Jones Jr appeared to claim Chris Eubank Jr was illegally elbowed by Liam Smith
      And promoter Hearn criticised the beaten boxer’s development since linking up with coach Jones in 2020.
      He told iFL TV: “Technically, Eubank has never been great, but what he’s always had is a fearless mentality, a great chin and a great engine.
      “What he’s done with Roy Jones Jr is completely take those assets away.”
      Boxing legend Jones – considered one of the all time greats – furiously hit back at Hearn.
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      And he pointed at what looked to be an elbow that landed on Eubank just moments before Smith scored his first knockdown.
      Jones, 54, posted: “Warning!!!! All boxers!!!!! Avoid Roy Jones Jr as a trainer! Never mind this elbow…… Just avoid him.
      “Damn, If I can take all that away from a fighter via training, no wonder I raised so much hell in my day!!
      “That almost sounds like Godly qualities, And I’m nowhere near what God is!!! @EddieHearn.”
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      Eubank, 33, was sent to the canvas twice in round four by Smith, 34, before referee Victor Loughlin was forced to end the fight.
      The middleweight has an option in his contract which gives him the right to rematch if he chooses.
      And despite both opening the door to a sequel at Anfield, Eubank’s promoter Kalle Sauerland insisted no rash decisions will be made.
      Sauerland told Sky Sports: “We obviously have that rematch clause, but we’ll let the dust settle.
      “We’ve got a few weeks to activate that. We’ll take an internal discussion, see what the best way forward is for Jr and go from there.
      “For sure, that score obviously needs to be settled, but take nothing away from Beefy, it was a fantastic victory for him and congratulations to him and the whole Smith family.”
      Liam Smith knocked down Chris Eubank Jr twiceCredit: PA
      Chris Eubank Jr and Liam Smith are open to a rematchCredit: Getty More

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      ‘It was awful’ – DAZN reporter reveals she suffered wardrobe malfunction while working at boxing event

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      REPORTER Alex Aljoe has revealed the “awful” moment she suffered a wardrobe malfunction.The outfit gaffe occurred while she was working for DAZN at a boxing event.
      Alex Aljoe admitted she had an ‘awful’ wardrobe malfunction at a boxing eventCredit: Instagram @alexaljoe
      She did not think about climbing in and out of the ring when picking her dressCredit: Instagram @alexaljoe
      One of the interviews was with boxer Tony BellewCredit: Instagram @alexaljoe
      She admitted she had not read the dress code and the get-up of choice might not have been the most suitable.
      Aljoe is believed to be talking about a tight red dress.

      This garment did not give her the best movement when climbing in and out of the ring for interviews.
      Aljoe made the admission during an interview alongside fellow reporter Olivia Buzaglo.
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      She told The Byline: “I did a boxing event for The Zone and got the dress code slightly wrong.
      “I just didn’t think or consider that I would be going in and out of the ring to do interviews.
      “And I wore a dress with very little movement.
      “I was limboing in. It was awful.”
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      She admitted that the dress did not give her the best range of movementCredit: Instagram @alexaljoe
      One of the interviews appeared to be with former professional boxer Tony Bellew. More

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      I lasted four rounds with Artur Beterbiev – Anthony Yarde is fighting a ‘P4P killer, animal, monster’

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      ANTHONY YARDE needs to go toe-to-toe with ‘pound-for-pound killer, monster, animal’ Artur Beterbiev.The 31-year-old Eastender has lured the Russian WBC, IBF and WBO light-heavyweight champion to Wembley for a high-risk longshot at his world titles on Saturday.
      Artur Beterbiev defends his light-heavyweight world titles against Anthony Yarde on SaturdayCredit: Reuters
      Callum Smith dropped Artur Beterbiev in round two but was stopped in round fourCredit: Getty
      Beterbiev 38, enjoyed over 300 amateur fights and has beaten all of his 18 pro victims by knockout, retiring Oleksandr Gvozdyk with one particularly ruthless 2019 performance.
      And Callum Johnson, the brave Brit who lasted four thrilling rounds with the Soviet slugger in 2018, reckons his compatriot has accepted Mission Impossible and jokes Beterbiev is so dangerous he should be exiled from the hurt business.
      “The man is a monster, an absolute monster,” the retired and respected 37-year-old Lincolnshire man said. “And I cannot see anybody beating him any time soon.
      “When I was in there and the adrenaline was pumping I didn’t really feel like he was hurting me.
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      “But when I watched it back, even when he was hitting my gloves and arms, he was rocking me from side to side.
      “And records don’t usually lie, when he hits people they hit the canvas.”
      Grinning through his painful memories, he added: “I think he should be banned!”
      Johnson sprung a huge surprise when he climbed off the canvas – following a controversial first-round decking – and dropped the bearded brute in round two.
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      But he revealed the spiteful way he was first floored – after he dropped his guard following a call from the referee – is another example of Beterbiev’s scary arsenal.
      “Artur Beterbiev is a dog, he is an animal,” he said with the utmost of respect.
      “He will have no qualms about hitting Anthony Yarde on the back of the head.
      “You need to be sharp all the time, you need to be careful all the time, you cannot let your guard down for one second, because he will take advantage of it.
      “But, to have any chance of beating him, you have to be able to beat him at his own game.
      “Rough him up, push him back, hit him hard, make him feel uncomfortable.
      “If you try to outbox on the backfoot then he is comfortable, because that is all he has ever been used to his opponents doing.
      “Someone hitting him hard and pushing him back will be unfamiliar to him and that’s the only way to beat him, in my opinion.”
      Russian champion Artur Beterbiev has beaten all of his 18 rivals by KO but Brit Yarde is confidentCredit: Reuters
      Yarde is the younger and fresher man but even his Hackney roots might not save him from surrendering his ‘Beast from the East’ nickname over to Chechnya-born Beterbiev.
      And Johnson – although he hopes his countryman pulls off the shock – reckons Yarde is in deep trouble unless Father Time has ravaged him since his last excellent win in June.
      “Anthony Yarde can punch, so he has a puncher’s chance,” Johnson said.
      “Yarde might have faster single shots and hand speed but Beterbiev’s timing, ring craft and boxing brain could nullify the little advantages Yarde has.
      “He can box, he has a good defence, he is a very good fighter because he has a little bit of everything.
      “But personally I don’t think he has anything that Beterbiev has never seen before or cannot deal with.
      “Beterbiev is now 38, though, and he will have to age at some point.
      “For Yarde to win I think we will need to see Yarde at the best he has ever been and Beterbiev on the slide.
      “But in Beterbieve’s last win over Joe Smith Jr he looked as young and good as ever.
      “He looked as cold and calculated as ever and got arguably his best win and performance as a professional. 
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      “But things can change overnight.”
      Beterbiev vs Yarde tickets at Wembley arena on Saturday are available from AXS.com and Ticketmaster.co.uk More

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      ‘I don’t touch weights’ – Anthony Yarde’s explosive training regime revealed ahead of Artur Beterbiev world title fight

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      ANTHONY YARDE has built his explosive strength and power by following a strict training regime – which includes NO weights. The British light-heavyweight brute is on the cusp of unified world title glory this Saturday at Wembley Arena.
      Anthony Yarde faces Artur BeterbievCredit: Getty
      Artur Beterbiev is the WBC, IBF and WBO light-heavyweight championCredit: Getty
      All that stands in his way is Russian Artur Beterbiev – boxing’s only champion with a 100 per cent knockout ratio from his 18 fights.
      But fearless Yarde, 31, is up for the challenge and has whipped himself into sensational shape for the WBC, IBF and WBO title bout.
      In 2021, the Londoner revealed the secrets behind his gruelling training camp in an interview with online outlet Coach.
      And Yarde is no fan of new-school techniques, preferring to keep it tried and tested, swerving weights for the classics.
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      He said: “Some people try to complicate things but, for me, doing old-school long runs works well.
      “Of course, different things work for different people but I don’t really touch weights – it’s mainly explosive bodyweight stuff.
      “Most of the time I’m just running with my dog! What do I say to people who don’t like that part of training?
      “Well, if you want the results you need to do the work. That applies whether you’re training for a fight or running a business.”
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      Yarde is known as one of the most feared punchers in the country, with 22 KOs in his 23 wins, and revealed it is all in the legs.
      He explained: “Legs are so important in boxing. It’s about being explosive and agile, and you also want to avoid being static in the ring.
      “I do jump squats at the end of my sessions. They are just bodyweight but the intensity is an all-out effort.
      “I also do explosive press-ups, which help with punching power.”
      Yarde also insisted letting his body recover is just as important as the tireless training in the gym.
      He said: “I’ve changed my nutrition a lot in recent years.
      Of course, different things work for different people but I don’t really touch weights – it’s mainly explosive bodyweight stuff. Anthony Yarde
      “Now I work with a nutritionist through Maximuscle and the biggest difference I see is in my recovery.
      “I always just used to deal with the post-training pain – but now, with more attention to detail with my nutrition, I recover faster.
      “A big thing for me is using BCAAs during training and then in my post-workout shake.
      “I also get cravings for sweet things and I find the flavour satisfies that, which means it helps to regulate my appetite.”
      Yarde was once a budding footballer before switching to boxing and likes to freshen up his sessions with a good ball game.
      He revealed: “When you see some guys who’ve only ever done boxing they can be a bit stiff in their upper body and a bit flat-footed.
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      “My football background taught me to have quick feet and my athletics background gave me dynamic flexibility and explosive power.
      “Having different influences also makes you open to new training ideas – I’ve always been open-minded about how to train.”
      Anthony Yarde has 22 KOs in his careerCredit: Richard Pelham / The Sun
      Anthony Yarde does not use weights in trainingCredit: Getty
      Anthony Yarde using weights in his sessionCredit: News Group Newspapers Ltd More

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      Eddie Hearn makes his prediction for Jake Paul fight against Tommy Fury with announcement IMMINENT

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      EDDIE HEARN has weighed in on Jake Paul’s imminent fight with Tommy Fury and revealed who he “frighteningly” makes a “big favourite.” The celebrity boxing rivals are set to announce the latest rescheduling of their grudge match, slated for February 25 in Saudi Arabia.
      Tommy Fury and Jake Paul are set to fight on February 25Credit: BT Sport
      Eddie Hearn at the OVO Arena Wembley in OctoberCredit: Sportsfile
      And despite their rocky relationship, Hearn has backed Paul to win, even though he is the more inexperienced fighter on paper.
      He told iFL TV: “I think it’s a good fight. Frighteningly, I make Jake quite a big favourite in the fight. But I think it’s a good fight.
      “If that was a – I can’t say if that was a boxing match because it is a boxing match – but that is like a sort-of 50/50 fight.
      “Talk about levels, a good fight for an undercard. It just so happens Jake Paul is a huge name and built a great profile.
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      “And Tommy Fury is a big name as well so they can do a main-event and make a load of money. And I think it’s quite an interesting fight.”
      The two are now trying to settle their score in the ring for the THIRD time.
      Fury, 23, was forced to pull out in December 2021 due to a rib injury and then last August amid a US visa issue.
      The travel woe still persists today, which left the UK and Middle East as frontrunners to host the bitter bout.
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      Paul, 26, even offered to travel to Manchester on February 18 and fight Fury in enemy territory.
      But a more lucrative deal in Saudi Arabia a week later was proposed and looks to have won the race.
      Fury last boxed in Dubai in November in a last-minute exhibition against Rolly Lambert, 33.
      And Paul was a special guest commentator and slammed the six-round bout from ringside.
      It came a month after the American beat UFC legend Anderson Silva, 46, over eight rounds.
      Silva became the third ex-MMA champion Paul has beaten, after Ben Askren, 38, and Tyron Woodley, 40.
      And with Fury facing largely only journeymen opposition – common for any prospect at the start – Hearn believes Paul is a greater threat.
      He said: “Jake Paul – and this is quite worrying – is levels above any fighter Tommy Fury’s ever boxed.
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      “But I’ve watched some of Tommy, he hasn’t looked very good recently. But can he fight? I dunno.
      “If he can fight and he’s actually a genuine prospect, he’ll beat Jake. If he’s not very good, he’ll get beat. But I like it. I quite like the fight.”
      Jake Paul and promoter Eddie Hearn in New York last yearCredit: Sportsfile More

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      Floyd Mayweather vs Aaron Chalmers tale of the tape: How boxing legend and Geordie Star icon compare ahead of fight

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      FLOYD MAYWEATHER has named Aaron Chalmers as the shock opponent for his next boxing exhibition. The American legend is set to make his UK fight debut on February 25 at the O2 Arena.

      It will be Mayweather’s sixth exhibition bout since officially retiring in 2017, after beating UFC star Conor McGregor, 34.
      For Chalmers, 35, it is only his second bout in the ring having switched codes from MMA last year.
      With British fans braced to welcome Mayweather across the pond, here SunSport breaks down the bout.
      Mayweather beat a who’s who in his 50-0 unbeaten career, defeating the likes of Oscar De La Hoya, Canelo Alvarez and Manny Pacquiao.
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      And he closed his glittering career with one last money grab in a crossover extravaganza against McGregor.
      But it proved not to be the last time fans would see Mayweather pick up quick and easy cash in the ring.
      He returned in 2018 to knock out featherweight kickboxer Tenshin Nasukawa, 24, in the first round of their exhibition.
      In the years to follow, he faced YouTuber Logan Paul, 27, ex-sparring partner Don Moore and MMA fighter Mikuru Asakura, 30.
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      And his most recent cameo was in November, stopping social media sensation Deji, 25, brother to the famous KSI, 29.
      Mayweather first announced that he would fight in London against Muay Thai veteran Liam Harrison, 37.
      But Harrison was forced to deny he had signed just hours later and withdrew amid a series of injuries.
      So Chalmers got the shock replacement call and within a couple of days, a deal was agreed.
      The reality TV favourite shot to fame in MTV’s hit series Geordie Shore.
      But in 2017, he turned to professional MMA and went on to amass a 5-2 record with five stoppages.
      After seven bouts, Chalmers crossed over to boxing and last June made a successful debut over four rounds against Alexander Zeledon.
      Different face, different name, same results. Floyd Mayweather on fighting Aaron Chalmers
      But he faces possibly the greatest test in boxing history by agreeing to fight Mayweather, even if the icon turns 46 by the time of the bout.
      In terms of record, obviously the two do not compare.
      But physically, at 6ft, Chalmers has height and length over 5ft 8in Mayweather, who has a reach of 72 inches.
      He also takes a slight weight advantage over Mayweather, who weighed 11st dead for his exhibition with Deji.
      Chalmers was 11st 5lb for his boxing debut, although it is not clear what weight he can be next month.
      In terms of power, the Newcastle supporter had two KOs in the cage, compared to Mayweather’s 27 in the ring.
      It remains to be seen how the fight will play out, but Mayweather warned: “Different face, different name, same results.
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      “London we are still rocking and rolling on Feb. 25th at the O2 Arena. Tickets will be on sale soon. Stay tuned!!
      “This will be my first time showcasing my talent live on Feb. 25th. I want the whole UK at the O2 Arena.”
      Aaron Chalmers is 1-0 as a boxer
      Floyd Mayweather beat YouTuber Deji in his last exhibitionCredit: Lee Hamilton-Cooper More

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      Deontay Wilder broke down in tears over failed Anthony Joshua fight but is in talks to finally face Brit

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      DEONTAY WILDER was left in tears after talks to face Anthony Joshua broke down – but the door is still open to finally make the fight happen. The pair of heavyweight stars were in 2019 close to agreeing a deal for a historic four-belt heavyweight unification bout.
      Deontay Wilder was left in tears after talks to face Anthony Joshua broke downCredit: Getty
      Anthony Joshua could still fight Deontay Wilder in 2023Credit: Getty
      Wilder’s team say they matched AJ’s demand of a $50million purse, though promoter Eddie Hearn questioned the legitimacy of the offer.
      And when negotiations finally came to a heartbreaking collapse, a distraught Wilder sobbed as his dream-fight fell through.
      His manager Shelly Finkel told SunSport: “I was on the phone with Deontay when it came that they weren’t going to fight us.
      “He cried he was so upset. I bet you Joshua didn’t and if he did, it was from relief.
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      “Deontay was on the phone and he went, ‘Oh no, I gave him everything he wanted.’
      “Joshua said, ‘If I get $50milion I’ll fight.’ We offered him $50million for Las Vegas, he didn’t take it.
      “He didn’t want to fight us, and you know, that’s his prerogative. But he can’t tell the public that he doesn’t want to fight Deontay.”
      Wilder, 37, would go on to complete an epic trilogy of bouts with Tyson Fury, 34, losing the two rematches after they first drew in 2018.
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      Meanwhile Joshua, 33, lost the WBA, IBF and WBO belts to Andy Ruiz Jr, 33, in June 2019 but won the sequel six months later.
      He again suffered defeat to Oleksandr Usyk, 36, in September 2021 – although this time failing in his revenge mission a year later.
      With Fury and Usyk set for in an undisputed title decider next, it leaves Joshua and Wilder free to at last settle the score in the ring.
      And Finkel is happy to let AJ have up to two confidence-building comeback bouts – so long as they can lock in an agreement to fight at the end of 2023.
      He said: “We could make it for the summer, as long as neither fighter loses or is injured, the fight can happen. Period.
      “But somehow – and you can mark it down – Anthony Joshua will try wiggle into a fight in the summer with Dillian Whyte.
      “I’d even go as far to say, lock in now November or December for Deontay and Joshua.”

      Finkel and Hearn have suffered a fractured relationship over the years.
      But they came together over the phone in December to hold talks for a fight between their star clients.
      Finkel says Hearn proposed Whyte fight Wilder first, something they were not interested in.
      But suddenly, in an interview with GQ, Joshua claimed he will “definitely” fight Wilder this year.
      Finkel revealed: “Deontay calls me and says, ‘Did you read that?’ I said, ‘Yeah.’ He then says, ‘I don’t believe him.’ So right now, Deontay is right.”
      Joshua is in line to return on April 1 against Jermaine Franklin, 29, who in November lost a disputed decision to Whyte, 34.
      And Hearn has talked up a super-fight for AJ against either Wilder or Fury later in the year.
      He cried he was so upset. I bet you Joshua didn’t and if he did, it was from relief. Deontay Wilder’s manager on Anthony Joshua fight collapse
      But there are still fears from Wilder’s side on whether Joshua truly wants the bout or not.
      Finkel said: “They want to take an easy fight just to get back in the ring and I don’t blame them.
      “He then wants to fight Dillian Whyte and then they say they’ll either fight Fury or us.
      “I didn’t think so before as much, but I do think Joshua is concerned, I don’t want to say afraid, of fighting Deontay Wilder.
      “There’s no other explanation for his actions. And if he fights Fury, he’s not going to crush you like he would with a big punch from Deontay.”
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      Finkel, despite half a decade of failed talks with Joshua’s team, is refusing to give up hope in the heavyweight blockbuster.
      He said: “If they wanna take two fights, April and then June or July, with Dillian Whyte, as long as you win you can have Deontay after.”
      Anthony Joshua with Deontay Wilder’s manager Shelly Finkel in 2017Credit: Getty Images – Getty More