Who started “Mayweather vs. McGregor”?

Showtime / Mayweather Promotions, on TV, Aug 26, 2017. It reached 7 platforms in 5 months.

LineageContestedKey steps, 10 of 16. Lines follow time and platform
PrecursorShowtime / Mayweather PromotionsFirst postBacklashPlatform jumpPlatform jumpOwner responseObserved peakCommercialCommercialAfterlifePatient zero