Golden Boy CEO Oscar De La Hoya called the price points “perfect” for tickets to Chuck Liddell vs. Tito Ortiz 3.

But who doesn’t like a good discount?

A few days after slashing pay-per-view prices for Black Friday, the promoter is again running a blue-light special, lowering the overall price to $39.99 (hat tip to Bloody Elbow’s Mookie Alexander).

That’s a 20 percent drop from the original price revealed by the longtime boxing promoter. Golden Boy raised more than a few eyebrows when the buy-in for Saturday’s card was advertised at $49.99, just five bucks more than a standard definition UFC pay-per-view purchased online.

On top of an ever-changing fight card that wound up a little less stacked than the one promised, it was a big ask for MMA fans who’ve got more choice than ever when it comes to live content providers. Ten bucks, after all, is a month of DAZN.

But hey, if you manage to pull yourself away from Friday’s shopping madness, you can watch Ortiz (19-12-1) try to get one back on Liddell (21-8) for a cool $19.99.

If Golden Boy’s last minute discount seems a little, well, needy, it’s because the numbers from Saturday could make or break this little MMA experiment. While De La Hoya expects the live event to sell out by fight day, he’s counting on PPV buys to pay his headliners their most handsome sum to date.

“And guess what, the profits are going to be for Chuck and Tito,” De La Hoya said. “That’s exactly the way it’s structured. We feel that the gate being 70 percent sold, once you sell out the gate, the pay-per-view numbers are going to be relatively high.

“Every boxing show that I’ve promoted, you have to start with the gate. Once you sell out the gate, the pay-per-view numbers will be higher than expected.”

Or, at least that’s the way things gone in De La Hoya’s world. As everyone in this little bubble knows, MMA can be a fickle beast when it comes to the tastes of fans. After Liddell and Ortiz meet a third time, he’ll find out whether those numbers really were perfect.

For more on Golden Boy MMA: Liddell vs. Ortiz, check out the MMA Rumors section of the site.

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