Pacquiao-Marquez Payout Perspective
December 13, 2012
Welcome to a special edition of Payout Perspective as we take a look at Pacquiao-Marquez IV. The fourth fight probably will not be the last as Juan Manuel Marquez knocked out Manny Pacquiao.
Marquez Planks Pacquiao
In what was the most intense and violent of the four fights, Juan Manuel Marquez knocked out Manny Pacquiao with a counter right hand on the button with just one second left in the sixth round. The KO gave JMM the first win, and the most devastating in their rivalry.
For Pacquiao, it’s a forgettable 2012 with two straight losses. With such a devastating KO, one wonders if it’s wise to continue to fight. There’s no question that he’s going to fight but it appears that he is fighting more for others than he is for himself. This could prove to be a dangerous proposition for Pacquiao if his heart is not in it anymore.
On a side note, Freddie Roach is having as bad a year as Pacquiao. Not only did his star pupil lose twice this year, but Roach lost Amir Khan after Khan was upset by Danny Garcia and Julio Cesar Chavez, Jr. lost in his big showdown against Sergio Martinez.
Attendance and gate
Bad Left Hook reports that the attendance and gate figures show a sell out with a $10.8 million gate and attendance of 15,430 with 904 comps. It comes in second this year to the Mayweather-Cotto fight on May 5th which had a gate of a little over $12 million.
Manny Pacquiao will receive up to $30 million for last Saturday’s fight. The $30 million includes a PPV cut of the buys. The night’s winner, Marquez, will only receive $3 million as he took a pay cut from their November 2011 fight. This should likely change if and when we see a fifth fight. It’s likely that Pacquiao will still earn more than Marquez although JMM should get a bigger cut of the pie.
Top Rank streamed a Manny Pacquiao workout from the Wildcard Gym on its web site. In addition, it was aired in Times Square. A good promotion to serve as a reminder for those walking on the street in New York that Pacquiao has a fight coming up.
In addition to the mandatory 24/7 series, TNT included an additional program with the NBA on TNT’s Charles Barkley and Reggie Miller to promote the fight. It was shown after the NBA on TNT on Thursday night so it aired pretty late on both coasts. It was heavily promoted and talked about on the post-game show by Barkley and the other studio hosts.
The NBA on TNT also provided in game promos for the fight on its Thursday night prime time games. It helped that Barkley and Miller are fight fans as they talked about the fights even after the promo spots were done.
Reruns of the first three fights were available on the Audience Network and HBO. Although listings indicated that the fights were rerun on ESPN, I did not see them.
A new ad campaign for Wonderful Pistachios featuring Manny Pacquiao launched on Monday Night Football. More on this in the sponsorship section.
Pacquiao made his usual appearance on Jimmy Kimmel. Maybe after these last two losses he decides to go with Leno or Letterman.
There were six official sponsors for the Pacquiao-Marquez fight: Tecate, Wonderful Pistachios, the Cinemax show, “Banshee,” the movie, “Django,” Filipino wireless provider, Smart and Mexican wireless provider, Telcel.
Tecate once again served as the official beer sponsor and offered its usual PPV discount. If anyone has benefited from this, please let me know as I have never seen this offer in my area.
Paramount Farms’ Wonderful Pistachios chose Manny Pacquiao for its “Get Crackin” ad campaign featuring the boxer. Pacquiao joins an eclectic group of pop culture figures including Snooki and Snoop Dogg to sponsor the company. He is the only athlete on the list.
The “Get Crackin” slogan signage was around the ring and on Pacquiao’s shorts. Unfortunately for Manny, the sponsor received a lot of visibility when he lay face down on the canvas.
The pistachio deal is for one year and is in the neighborhood of six figures according to the Sports Business Journal (subscription required).
A pre-PPV buy estimate for this fight had it at 1 million buys which seems about right. There was little buzz for this fight outside of the hardcore boxing/Pacquiao/Marquez fans despite the synergy of Time Warner. With the ending of number 4, a 5th fight would exceed 1 million buys based on how good a fight it was plus the added interest in seeing how Pacquiao rebounds.