This Saturday Ricky Hatton fights the world’s finest boxer Manny Pacquiao.
While Pacquiao will have Nike in his corner, Hatton will wear a brand less well known in the UK but has exploded in the US.
If you like watching people smash each others faces in, heavy metal and generally going around being well 'ard then Affliction is the brand for you.
Set up in 2005, the clothing range had also been prominent in the highly popular Ultimate Fighting Championship, before it was banned due to suspicions that it planned to set up its own rival series. Which is promptly then did.
Affliction Entertainment, of which Donald Trump is a major shareholder, was set up as an independent branch of the company last year and has already hosted its first event.
It is now promoting 'Affliction: Banned’, which will feature some of world’s highest profile fighters.
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Affliction also promotes and manages heavy metal music events in association with blue-chip brands.
In the US, it is currently running a music festival series called Music is a Weapon IV, with - curiously enough - Samsung Mobile.
