Golden Boy sets record highs for Mayweather-Cotto
May 2, 2012
The Sports Business Journal reports on Golden Boy’s haul of blue chip sponsors for this Saturday’s Mayweather-Cotto fight. Corona, not Tecate, will have the center of the ring as the beer sponsor recently signed with Golden Boy.
In addition to the new beer sponsor, “AT&T, DeWalt, O’Reilly Auto Parts, History Channel and the Mexican state of Puebla the CEO of Golden Boy Promotions (Richard Schaefer) estimates the fight will bring in about $2 million in sponsor rights fees and a promotional value of at least $8.5 million,” according to the SBJ.
Among the various promotions, the sponsorship activation includes DeWalt promotions in Home Depots, O’Reilly promotions at its stores as well as $1.5 million in radio ad buys, AT&T advertising its GoPhone and NCM Fathom advertising showing of the fight in theatres.
The sponsor fees and promo values are the most ever for Golden Boy as it overshadows its previous top fight ever of Oscar de la Hoya vs. Mayweather. Coincidentally, that fight occurred the first weekend of May as well. In addition, the fight had the biggest PPV buys ever with 2.4 million. This Saturday will likely not beat that record.
The ring layout for this Saturday’s fight.
If the UFC wanted blue chip sponsors, maybe it should look to Golden Boy to find them. We are kidding of course. If your name is not Mayweather or Pacquiao, boxing would not see this amount of sponsorship money and promotional value. While we have debated whether boxing is dead, big name fights in boxing are still in the marketing budget for blue chip sponsors.
Despite the fact that the Mayweather fight is secondary to the hype surrounding the fight, we still see sponsors willing to spend big money to be a part of it. The activation involved is a sign that projections for buys in this fight should be robust. It also shows that no matter how much people hate Mayweather, he is still the top draw in boxing (dare I say the Brock Lesnar of boxing).
With Corona taking the center of the ring, it means no $25 rebates for the PPV as Tecate has done in the past. While Corona spends a lot on media buys but does not do a lot of activation surrounding events as Tecate has for promoting its fights.