Its not a promotional issue preventing it, its the other, bigger issue of the networks. Golovkin is with K2, but he's also with HBO.
Tom Loeffler said:
The strange thing is that his name really never came up. His insistence took us by surprise. It's not that Gennady doesn't want to fight [Erislandy Lara] - he'll fight anyone and continues to prove that. But we were looking at fighters who we know can and will fight on HBO.