Rayco “War” Saunders had only six pro fights when the television commercial first aired last summer. The Beltzhoover boxer introduced himself and shared his dream of becoming a world champion.

            Saunders understands the concepts of marketing and self-promotion better than most fighters, a reason why he finds no need to hire a manager or promoter.

            Since turning pro in August 2002, Saunders claims to have spent the majority of his earnings on business cards, posters and radio and TV commercials to promote his fights and further his career.

            “I’m investing in myself,” Saunders, 30, said. “If you want to be known, you have to get yourself out there.”

            Saunders (10-3-1, 5 knockouts) has only himself to thank for lining up a shot at the North American Council cruiserweight world championship belt against James Walton (19-4-2, 10 KOs) of New Orleans tonight at Heinz Field.

            Despite having only 14 pro fights, Saunders contacted the NABC and sold it on giving him a title bout based, not on his record, but on the quality of his opponents.

            Greg Wright, who beat Saunders by split decision in their first bout and by knock out in the rematch, is a former NABF light heavyweight champion.  Imamu Mayfield, who beat Saunders by unanimous decision in April, is a former IBF cruiserweight champion.

            “All my losses are to former champions,” Saunders said. “It’s not about undefeated records anymore. It’s about the best fighting the best. I fight these guys- with very limited professional experience- and I gave them all they could handle. Your losses really hurt you as long as you perform against top-quality guys.”

            It’s an unusual route to a title bout. Many contenders are brought along slowly, pumping up their record and their confidence with tomato cans for opponents. Saunders wanted nothing to do with taking that path.

            “It makes me mad,” said Jimmy Cvetic, executive director of Iron City Pro Boxing.  “I want to get him the edge. I’d like to see him fight in stumblebum.  He’s never fought one. Everybody has better records than him.  But he says, ‘I want to be the real deal.

            Saunders does not apologize for his strategy, nor does he take lightly its significance- even if the NABC is not on par with the alphabet soup of sanctioning bodies such as the WBA, WBC, WBO, or IBF.

            At his weigh-in Friday at the Courtyard by Marriott, Downtown, Saunders refused to touch the belt, let alone wear it around his waist- not until he can keep it.

            “When I win the title, I’ll be the only world champion in Pittsburgh- and that’s including other sports,” Saunders said.  “The NABC is a world title.  My thing is not to let the belt make me. Let me make the belt.”