Jon Show of the Sports Business Journal reports that Leverage Agency and Top Rank plan to partner in what they are calling the first advertising and sponsorship upfront in the history of boxing.
“Before this, boxing was a lot of one-off opportunities,” said Ben Sturner, CEO of the Leverage Agency. “We’re coming with more robust marketing and creative opportunities to tie brands into the platform for an entire year.”
Under a multiyear relationship, Top Rank and the Leverage Agency are pooling sponsorship and advertising rights to 48 fights in 2010, including 12 pay-per-view events and 36 events on FSN or Fox Sports en Español. The 12 PPV events will feature three “super fights,” including Manny Pacquiao’s bout at Cowboys Stadium against Joshua Clottey on March 13.
The price of packages ranges from six figures for lower-profile logo placement and media buys on the Fox events to mid-seven figures for full presenting-style sponsorships of major pay-per-view fights. Inventory includes logo placement on Top Rank fighters, ring signs, banners, press conferences and weigh-ins, as well as in-broadcast integration and television and online ad units.
The three-hour event will be held at the Club Bar & Grill in Madison Square Garden. Organizers expect about 40 media buyers, brand managers and sports marketing executives to attend.
Payout Perspective:
It was only a matter of time before boxing promoters started to pool and package rights for a series of events. Fans like patterns and something they can consistently follow – part of the reason the UFC has been so successful – and for as tight lipped as the UFC can be with its information, it’s still far and away better at communicating with its fans on a daily basis. There’s a lot to be said for the continuity and flow of a series of events that help to attract not only repeat advertising business, but repeat customers.
Glad you guys are talking more boxing on this site, now if you only get the ratings for Boxing fights that would be great.
Keep up the good work.