Turki Alalshikh was serious.

The figurehead and face of Riyadh Season recently spoke about his intentions to reduce pay-per-view fees for combat events in order to increase viewership and combat piracy. He has taken the first major step with the September 21 event headlined by Anthony Joshua and Daniel DuBois in London.

According to PPV.com, fans in the United States can purchase the fight for $19.99. If you’re confused about how big the price drop is, consider that the September 14 bout between Canelo Alvarez and Edgar Berlanga will cost $89.99 on the platform, while Noche UFC, which takes place on the same date, will cost fans who are ESPN+ subscribers $69.99.

The price cut was the ultimate money-making move by Alalshikh and Riyadh Season, and it appears the price cut came after a disagreement with one of the Saudis’ newest business partners.

Riyadh Season sponsors Noche UFC, and the MMA promotion’s CEO Dana White was asked about Alalshikh’s proposal to reduce the cost of PPVs. White didn’t seem to be pleased with Alalshikh’s idea, saying instead that the real way to tackle piracy was to “prosecute people for stealing.”

It will be interesting to see if all Riyadh Season shows have this reduced PPV price. The next big one after the Joshua-DuBois card is on October 12th. That fight card is headlined by the undisputed light heavyweight championship between Dmitry Bivol and Artur Beterbiev, and co-headlined by Shakur Stevenson’s Matchroom Boxing debut against Joe Cordina.

If Riyadh Season does change the pricing of fight cards permanently, it will be interesting to see how or if the UFC adjusts pricing in the future. In case you weren’t aware, here’s a look at the entire fight card from September 21st from Wembley Stadium in London.

• Daniel Dubois (c) vs. Anthony Joshua for the IBF heavyweight title
• Anthony Cacace (c) vs. Josh Warrington for the IBF super featherweight title
• Joshua Buatsi vs. Willy Hutchinson for the interim WBO light heavyweight title
• Liam Smith vs. Josh Kelly: Middleweights
• Mark Chamberlain vs. Josh Padley: Lightweights

The event will be available via PPV on DAZN and PPV.com. Cacace is coming off a surprise TKO win over Joe Cordina in his last title fight. Warrington, 33, is a former featherweight champion who has lost his last two fights. He is making the jump to 130 pounds in search of another world title.

A loss to Cacace could spell disaster for his career as it remains to be seen if and when he will get another chance to fight for the title.

The Buatsi-Hutchinson fight could be a firework. I spoke to Buatsi in August in preparation for the fight, and he was in top form. He’s one of the most beloved fighters in the sport, and he knows how important the interim light heavyweight title fight against the confident Hutchinson will be.

Smith-Kelly is also an interesting match-up in the UK between two very popular veterans.

If you’re still in any doubt about how big this card is for England and boxing in general, check out the promotional short film directed by Guy Ritchie which was released on September 4.

This video gives a whole new meaning to the term; it becomes a movie. Check out the fight week coverage for Joshua-DuBois, Alvarez-Berlanga and Noche UFC.