He also wants to earn some money and kudos with the fans while winning that belt. Unifying the HW division would be the crowning achievement of Wlad's career. He wants to do it in a big fight against a credible opponent, and Haymon needs a return on the money he's invested in Wilder.
Outside of hard core boxing fans, Wilder is still unknown. The pathetic turn-out for his hometown victory parade after winning his paper title proves that.
Haymon will be looking to raise Wilder's profile with defences and KO wins over "Bum Squad" type opponents before putting him in with Wlad. This could give Fury a window of opportunity to tempt Vlad into defending against him before going after Wilder.
Fury vs Wlad would be a huge fight in Germany or the UK. Warren seems optimistic about making it happen this year. I hope he is right about that.
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