Popularised by American ring announcer Michael Buffer in the 1980s, the phrase became his trademark introduction for major boxing matches and later professional wrestling events. Buffer's delivery, with the rolling extended final word, became so recognisable that it crossed over from sports broadcasts into films, video games and adverts. Online, the recording spread as a reusable hype clip on soundboards and in edits, where creators use it whenever a confrontation, competition or dramatic entrance needs the feeling of a pay-per-view main event.