By Steve Kim

It was announced last Friday that unified middleweight champion Gennady Golovkin (35-0, 32KOs) will be facing IBF welterweight belt-holder Kell Brook (36-0, 25KOs) on September 10th at the O2 Arena in London, England.

As negotiations with Chris Eubank Jr. fell apart, Brook was then put into this assignment.

Basically, the exact same deal that the Eubanks bypassed was accepted by Brook, when put in front of him by promoter Eddie Hearn (who represents both Brits). For everyone involved, this was the perfect replacement from a logistical standpoint.

"That's the thing, when some people say when Eubank didn't work out,'why didn't you fight this guy or that guy?' But people don't realize from a promotional standpoint when you have a large arena, that's a 20,000 seat arena, when you have it on SKY Box-Office, you have it on HBO, there are so many factors that go in, you just can't say,'Well, this doesn't work, let's go over the Madison Square Garden and we'll fight this guy,'" explained Tom Loeffler, the managing director of K2 Promotions, which handles Golovkin.

"It doesn't work that way. Arenas, large arenas like that are book for months, six months out."

Loeffler says that on Thursday a press conference has been scheduled for New York that will have both Golovkin and Brook in attendance. A press conference in the UK will take place a couple of weeks after.

"Gennady sold-out Madison Square Garden, he sold-out the Forum, those are his last two fights," Loeffler pointed out. "It's clearly going to be a sell-out (on September 10th), Eddie Hearn is projecting it's going to sell out within an hour when tickets go on sale Friday. So if he sells out three arena's in three metropolitan cities in two countries. Those are things no fighter in recent history has done."

Steve Kim is the news editor for BoxingScene.com.