For boxers the rigours of a 12-week training camp can be challenging enough, without the added pressure of having to promote the fight itself.
It’s an imperfect science, but the extra commitment of trying to sell an event in between arduous sessions can lead to mental fatigue.
Plenty of pundits have suggested Anthony Joshua took his eye off the ball in the build-up to his shock defeat by Andy Ruiz Jr at Madison Square Garden.
Anthony Joshua has shown renewed determination ahead of his rematch with Andy Ruiz Jr
After weighing in for the June bout, Joshua had a message for his British fans: 'I promise I won't keep you up too late.' He anticipated a quick stoppage and was no doubt influenced by Deontay Wilder's first-round KO of Dominic Breazeale on May 18.
It’s difficult to know whether AJ was looking past his opponent or simply trying to add some razzmatazz to a contest which most people expected to result in a routine victory.
Ruiz stepped in to fight in New York with one month’s notice and that fact, as well the Mexican’s rotund figure, may have allowed AJ to lose focus.
Andy Ruiz took Joshua's WBA, WBO, IBO and IBF titles away at Madison Square Garden
Looks can be deceiving. Few fighters choose to broadcast what goes on behind the scenes during intense tactical sessions, but Joshua has always given fans access to footage of his basic training at the English Institute of Sport in Sheffield.
The 30-year-old, who will bid to become a two-time world champion on Saturday, has intermittently posted videos of his preparation on Instagram ahead of the Diriyah rematch.
Images of AJ running and shadowboxing have been interspersed with clips from advertising campaigns, including a speed-ball duel with YouTuber KSI, a bottle-breaking challenge with bookmaker William Hill and a portrait-drawing class with JD Sports.
He even took time to spar with fan and fellow boxer Kate Farley, who suffers with cerebral palsy, in an advert for Bulk Powders. Yet by his usual standards AJ has kept a low profile.
Speaking to , Joshua acknowledged he has taken a different approach to the balancing act of marketing and training; a decision made with social media manager Iwan Llewelyn and PR manager Andy Bell.
'In the pros you try and make a name, so I understood that you had to make a show, so I worked at that as well as my boxing, and after taking my loss I know I've got to get back to my fundamentals.
'There's a little crack in the foundations, so rather than sitting on top of the kingdom I've got to get down on my hands and knees and start filling in the cracks. I've been focusing on that rather than promoting.
'I've upped the sparring. That's the best way you can prepare for a fight. They've been giving me hell. People can probably see on social media who I've been working with, well-recognised athletes.
TEAM AJ: 1. Robert McCracken MBE (trainer), 2. Tyrone Spong (sparring partner), 3. Ian Gat (physio), 4. Nas Ahmed (logistics manager), 5. Elvis Garcia (sparring partner), 6. Jamie Reynolds (S&C coach), 7. Bryant