The phrase was popularised by American ring announcer Michael Buffer, whose booming introduction became the signature opening for major televised boxing matches. Its theatrical delivery made it instantly recognisable far beyond boxing, and it was later adopted for professional wrestling broadcasts, video games, films and advertising. Online, creators lifted the short announcement as a ready-made hype cue, using it to frame competitions, challenges and showdowns. It endures because the line is short, dramatic and universally understood as the signal that the main event is about to start.