Eddie Hearn admitted he 'enjoyed' the altercation between Canelo Alvarez and Caleb Plant on Tuesday.
The pair - who collide for all four major belts at 168lbs on November 6 - traded blows at Tuesday's press conference, leaving Plant with a cut underneath his right eye.
Canelo pushed his opponent with both hands before Plant retaliated by throwing a left hook at the Mexican.
However, the Pound for Pound superstar showcased his reflexes, dodging the punch to land a left of his own.
"You can say whatever you want to me, but not about my mother," Canelo said after the press conference.
Canelo will put his WBC, WBA, and WBO super middleweight straps on the line in a bid to win Plant's IBF crown and become the divisions first undisputed champion.
They will square off at the MGM Grand Garden Arena in Las Vegas - and Hearn who will be part of Canelo's team but has no involvement in promoting the event - found the funny side of it.
"I know we've got a sort of professional code to follow but I quite enjoyed it. At the end of the day, I know Canelo gave him a shove, but he swung a punch at him and once you swing a hand at him all bets are off," Hearn exclusively told Planet Sport.
"I thought it was very neat - the old slip back counters with a left hook and gave Caleb Plant a little mark which won't affect the fight. As I said yesterday, don't f**k with Canelo Alvarez. The guy's a beast. It's doubled the size of the fight - that wasn't intentional but it's just what happened."
The promoter is relieved he is not part of the promotion, admitting it may have blocked Canelo's path to make boxing history.
"I'm his guider, he wants me there and I'm part of the team. I'm not involved in the promotion for the fight I don't think it would have been made if I insisted on that because I'm not the biggest fan of some of those guys on PBC. I'm happy for him to make history and being there will be really special," Hearn added.
Will Canelo return to DAZN?
Canelo has fought three times since December on DAZN, defeating British duo Callum Smith and Billy Joe Saunders while dispatching Anvi Yildirim in-between.
His next fight will be live and exclusive to Showtime, ending six consecutive fights on DAZN.
The Pound for Pound king had originally signed an 11-fight $365million deal with the platform in 2018 only to end his association with Oscar De La Hoya's Golden Boy Promotions and become a free agent.
Canelo has plenty of options but while he has a good relationship with DAZN and Matchroom Boxing, Hearn says he will fight on whichever platform fits his ambitions.
"I think he's going to look individually at every fight and every opportunity. He had three fights on DAZN that suited him at the time.
"He wanted to be the undisputed champion and the only way he could do it was to do it on a PBC show so he does that and then he'll look at his options again and whatever suits him will be the way he'll go."