KSI fights Tommy Fury this Saturday, live on DAZN, in one of the most highly anticipated crossover boxing cards of all time.
The social media and crossover boxing stars fight in Manchester in a double-header, with U.S. pair Logan Paul and Dillon Danis fighting as the co-main event.
Former NFL cornerback and huge boxing fan Jason Bell says he believes Fury will come out on top of the contest, but added that the pressure is all on him to produce.
"The pressure is on Tommy Fury because this is what he does," said Bell.
"He's kind of danced in both worlds, but he's the boxer, he's the guy, and it is almost up to him to end this.
"I believe he's the better boxer but you never know what happens in that arena. And KSI - he is not a joke.
"These guys are training, they have the resources to get the best people to help them and get them ready for the fight. You know that matters and that's really important."
Bell added that the huge attention which this fight has garnered is down to both fighters' ability to "tell stories", and other athletes and sports could learn a lesson.
"What it's showing athletes in every sport is if you want to bring eyeballs in from people that aren't fans of the sport you need to tell a story," Bell added.
"That is what these YouTubers are doing. They're telling stories, they're making you invested in them, which makes you want to watch the fight.
"I grew up feeling like that. When I was young I felt like that, I was invested in those fighters."