The staged grudge match between David Haye and Tony Bellew might have tricked 18,000 fans but Haye’s sickening threats are an insult to the memory of deceased or damaged fighters

IT will be a relief when the first bell sounds — then David Haye and Tony Bellew have to shut their puerile potty mouths.

For days we have been listening to them hurling demeaning four-letter insults.

They believe indulging in foul gutter language will convince the 18,000 sell-out crowd they are set for a genuine grudge fight at London’s O2 on Saturday night.

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We know Haye and Bellew are hardly bosom pals. But there are those of us who feel much of the hate campaign has been somewhat contrived.

Promoting animosity in a big-fight build-up is always an attempt to raise the pay-per-view audience and boost revenue for all concerned.

I’ve seen dozens of so-called grudge matches.

Then — surprise, surprise — once hostilities are over, more often than not, the hugs and kisses begin.

The Haye-Bellew banter was nothing we had not experienced before — until Haye crossed the line.

Repeated outbursts of such appallingly offensive remarks have made the blood run cold.

He has stated his intention to hospitalise Bellew by caving in his skull so he will never be able to fight again. How insensitive is that?

It was only five months ago that Mike Towell died hours after a defeat in Glasgow.

No wonder Towell’s partner, parents and Dale Evans — his opponent that tragic evening — are disgusted at Haye’s threat.

What possessed David to make such distressing comments only he knows.

When the British Boxing Board of Control come to discipline Haye they must make an example of the former double world champ.

They must show other fighters this kind of rhetoric will not be tolerated.

The fight is a 12-round non-title affair, brilliantly manufactured and purely a money-making exercise — but it should be fun and fireworks while it lasts.

Bellew, the WBC world cruiserweight champion, is moving up to heavyweight and one of boxing’s oldest maxims is, “A good big’un beats a good littl’un”.

Which is why Haye is 7-1 on with at least one bookie.

Haye wants a shot at Anthony Joshua this year and surely wouldn’t risk it if he wasn’t supremely confident of dealing with Bellew.

Most fight folk feel Haye will KO the Mersey motor-mouth, 34, in three or four.

But if Haye, 36, can’t finish him before halfway he could be in trouble.

I don’t suppose either have heard of film star Will Rogers, a US folk hero noted for his wit and wisdom nearly 100 years ago.

He once said: “People who fly into a rage always make a bad landing.”