SBD/19/Sponsorships Advertising Marketing
OSCAR DE LA HOYA LOOKS TO TRANSCEND BOXING STEREOTYPES
Published May 19, 1995
Marketing representatives for WBO and IBF Lightweight Champion Oscar De La Hoya believe the boxer has all the ingredients to transcend the sport's "negative image" and become a heavyweight in the sports marketing ring. Fred Fried, Exec VP of Integrated Sports International, which handles De La Hoya' business interests, told THE SPORTS BUSINESS DAILY that De La Hoya's "youth, looks, background and potential 'outweigh'" the negatives associated with boxing. Fried: "For a young man, he has an awful lot to say. He has some real deep roots in the Los Angeles community and he's an Hispanic-American who bears a responsibility for being one of the most visible members of his community. But, at the same time, he is in demand by a much broader audience." De La Hoya has established deals with Mennen and B.U.M. Equipment. Mennen originally wanted to sign him solely for its Hispanic marketing efforts, but, according to Fried, the company will use him for "general marketing programs." Fried says De La Hoya is also involved in philanthropic efforts dedicated to addressing the needs of the "sick and underprivileged kids" in L.A. (THE DAILY).