I believe the vast amount of money for these fights is generated primarily from your typical pay per view type deals. So advertising is key. Get it out there to the masses so they all tune in!
However, I can honestly say I have heard absolutely nothing about this fight, until your post!! Usually fights like these are all over the media months in advance to conjure up the interest needed to make it pay.
Either it's been advertised to hell, and i've missed every little bit, or this fight hasn't been advertised that much and they're relying on other streams of money??? Strange.