Tyson Fury has promised to make his long-discussed fight with Anthony Joshua quick and painless, provided Joshua finds the nerve to sign for it.

Fury’s latest performance came after what he described as a brutal gym session. With negotiations still dragging, the former heavyweight champion portrayed Joshua as a reluctant businessman who would rather manage his property interests than face him.

“It’s all right, Joshua. I know you’re afraid, but I won’t hurt you. I’ll make it quick. I’ll make it a quick KO so you can get back to your business work, being a landlord and stuff,” Fury said in a social media video.

“I’ll make it very fast, and I’ll make it pain-free for you and your team and Eddie. I promise not to hurt him too bad. I promise you it’ll be swift, it’ll be over quite quickly, and he can get back to being a businessman and know who the Spartan is.”

That is vintage Fury: part sales pitch, part playground abuse and part attempt to irritate Joshua into answering. Fury then turned up the insults, branding AJ a coward and questioning his chin.

“If he ever gets the guts, because at the minute all I hear is yellow. Running around yellow like a little coward, what he is. White flag. Where are you, white flag? I’m coming for you. Big, ugly, useless dosser. Paper chin.”

The interesting part is how hard Fury is pressing the fear angle. Joshua has never behaved like someone frightened of dangerous heavyweights. He fought Wladimir Klitschko, Oleksandr Usyk twice, Daniel Dubois, and several other serious punchers.

What Joshua may fear is another bad career decision. He would be entering the biggest domestic fight available to him after a long absence, another stoppage defeat and yet another coaching change. That is caution, not necessarily cowardice.

Fury needs Joshua just as much as Joshua needs Fury. There is no comparable payday available to either man, and both are running short of time. The insults will keep coming until Joshua signs or the fight finally collapses.

Fury can promise a painless knockout, but Joshua carries enough power to make that guarantee look foolish. If they ever reach the ring, neither man will be returning comfortably to his outside businesses.

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