The phrase is the trademark catchphrase of American ring announcer Michael Buffer, who delivers it to introduce the main event at major boxing and professional wrestling shows. Its theatrical build and booming delivery made it instantly recognisable on televised fights, and it later crossed into films, video games and sports broadcasts. Online, creators adopted it as a universal signal for a showdown, using it to open competitions, versus videos and dramatic reveals, which has kept the announcement familiar to audiences who may never have watched a live boxing match.