Millions of fight fans tuned in to watch the re-match between boxing heavyweights Andy Ruiz Jr and Anthony Joshua in Saudi Arabia earlier this month.
British fans will be delighted to have seen AJ keep Ruiz at arms-length for 12 rounds as he used his longer reach to jab his opponent into a comprehensive points defeat.
But, while Ruiz failed to raise his performance to the level that saw him win the world title in the summer, one of his corporate sponsors, Frost of London, was already toasting its own victory before a punch had been thrown.
That is because, as Ruiz removed his robe, he was seen wearing a T-shirt and shorts embellished with Swarovski crystals picking out the Frost of London logo. The retailer also had branding on the boxer’s shorts.
Frost of London is a Mayfair-based jeweller and authorised dealer for watchmakers including Franck Muller, Backes & Strauss and HYT.
The sparkly T-shirt was so striking, Frost of London says it received an order from a member of the Saudi Arabian royal family asked for his own.
The only difference to the Andy Ruiz original, is that the sheikh wanted his version to have the Swarovski crystals replaced with D Flawless diamonds, taking the cost of the T-shirt to around £500,000, according to Frost.