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SBD/Issue 2/Sponsorships, Advertising & Marketing
Golden Boy, Affliction Agree To Boxing/MMA Partnership
Published September 15, 2008
|Schaefer Feels Tremendous Opportunities For
Cross-Promotion Between Boxing, MMA
LOOKING FOR THE RIGHT FIT: Schaefer said of the deal, "It took us a while because we wanted to to do it right. We're not people who like to jump. I like to educate myself a bit about it to understand the competition and I like to understand the whole space." Schaefer also "envisions MMA's coveted younger male audience replenishing the ranks of boxing's aging fan base." Schaefer: "We believe Affliction and the relationships they have with that demographic, the identification they have within that demographic group I think will help bring boxing to these people." Atencio added, "If we can bring that fan over, the hardcore boxing fan who is a little bit older, then I think it brings another demographic to MMA" (SI.com, 9/14). SHERDOG.com's Mike Sloan wrote the partnership "does not come as much of a surprise." Since De La Hoya, his PR staff and Schaefer "have hinted ... on numerous occasions that promoting MMA was 'a possibility,' it was a matter of when, not if it would happen" (SHERDOG.com, 9/13).