Tyson Fury lit the blue touch paper ahead of his highly anticipated fight against David Haye by belittling the former WBA heavyweight champion's record and labelling him a "celebrity little fighting man" ahead of their contest in Manchester on 28 September.
The 24-year-old Fury is unbeaten in 21 professional fights and has opted to face fellow British heavyweight Haye, rather than fight Bulgarian Kubrat Pulev which would have set up a title shot against Wladimir Klitschko.
In front of a packed room at the Park Plaza Hotel during the press conference, Fury questioned Haye's previous performances and hit out at his opponent's new media career, which has included an appearance on ITV's reality show I'm a Celebrity, Get Me Out of Here.
Addressing Haye, Fury blasted: "Let's not get things confused – I'm a dog and I am chucking you a bone. Before the Tyson Fury fight where were you going to go? I'm giving you a chance to a little claim to fame.
"I'm on everyone's tongue and you are the one who just stinks the place out against people.
"I have delivered 21 times in a row, what has David Haye done? Everyone David Haye has fought, including [Wladimir] Klitschko, I would smash to bits. Haye is only interested in fame and fortune, I fight because I want to fight.
"You are a celebrity little fighting man and when you come up against a man who has been training for 18 months like a Trojan you are going to be levelled."
Haye, who beat compatriots Audley Harrison and Dereck Chisora either side of losing his title to Klitschko in July 2011, believes a fight against a hot prospect such as Fury will give boxing another much-needed shot in the arm in terms of popularity.
"This fight is great for British boxing, the last few years boxing hasn't had that month-by-month coverage that one would like," he said.