threw a right to Johnson's head, knocking him down. Quickly regaining his feet, and very annoyed, Johnson immediately dashed straight at Ketchell and threw a single punch, an uppercut, a punch for which he was famous, to Ketchel's jaw, knocking him out. The punch knocked out Ketchell's front teeth; Johnson can be seen on film removing them from his glove, where they had been embedded. "Fight of the Century" In 1910, former undefeated heavyweight champion James J. Jeffries came out of retirement to challenge Johnson, saying "I am going into this fight for the sole purpose of proving that a white man is better than a Negro". He had not fought in six years and he also had to lose well over 100 pounds to get back to his championship fighting weight. Efforts to persuade Jeffries to "retrieve the honor of the white race" began immediately after the Burns–Johnson fight. Initially Jeffries had no interest in the fight, being quite happy as an alfalfa farmer. On October 29, 1909, Johnson and Jeffries signed an agreement to "box for the heavyweight championship of the world" and called promoters to bid for the right to orchestrate the event. In early December 1909, Johnson and Jeffries selected a bid from the nation's top boxing promoters—Tex Rickard and John Gleason. The bid guaranteed a purse of $101,000 to be divided 75 percent to the winner and 25 percent to the loser, as well as two-thirds of the revenues collected from the sales of the right to film the fight (each boxer received one third of the equity rights). Although it was well understood that a victory for Jeffries was likely to be more profitable than a victory for Johnson, there were no doubts that the event would produce record profits. Legal historian Barak Orbach argues that in "an industry that promoted events through the dramatization of rivalries, a championship contest between an iconic representative of the white race and the most notorious [black fighter] was a gold mine". Jeffries mostly remained hidden from media attention until the day of the fight, while Johnson soaked up the spotlight. John L. Sullivan, who made boxing championships a popular and esteemed spectacle, stated that Johnson was in such good physical shape compared to Jeffries that he would only lose if he had a lack of skill on the day of the fight. Before the fight, Jeffries remarked,