Also prior to the Martinez fight Cotto lost to Mayweather and later Trout, then fought an overmatched Delvin Rodriguez. Wasn't much hype going for Cotto towards the matchup, now he is kinda "rejuvenated", just won the middleweight crown, so everyone wants to see how he matches up against the top guy at middleweight, the god of war, the beloved GGG.
I myself don't need to see that fight, since it might end Cotto's career and i am very sure this fight isnt happening anyway. But Cotto has to vacate that belt, no longer keep it hostage.
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