Northern Ireland's top boxers - Carl Frampton, Michael Conlan and Paddy Barnes to name but three - have done more to project a positive image of the province than any expensive advertising campaign.
Tomorrow's big fight night at Windsor Park is an example of how they are able to make a global impact, with the card being shown around the world.
Frampton faces a tough challenge from Aussie Luke Jackson and Barnes gets a world title shot just six fights into his professional career.
There is also the small matter of Tyson Fury wanting to prove he can still be a force in the heavyweight division.
May our best men win.