robinson scores knockout in arena and the name stuck. >> thank you. >> okay. yes. >> hi, at one time, professional boxers were really at the core of the american conscious. they were the real cultural icons. joe lose, ali, i have to admit, i haven't a clue who the heavy weight boxing champion is today. what happened that there's no longer sugar ray robinson's coming out of boxing? >> well, i think that in the 40s and in the 50s, boxing was like ncaa football is now. it was epic. there were fights fought outdoors. there were stadiums that were, you know, full of people, 100,000 people. they were fought at night. it was stunning to see two figures in a ring. radio was big. the rival rightss were big. these figures were sort of larger than life, and i think because of the simple fact that we have more sports now that are seen by more people and the fight game has suffered so much as far as integrity, honor, -- it's just really suffered something that hasn't been able to come back from, and thus we really don't follow fighters the way we used to follow fighters in the 50s and 60s, and i mean, that was one reason why i wanted to spend years unraveling sugar ray robinson's life. he was a big, big d