HBO, MLG Create Unique Marketing Initiative For Pacquiao-Cotto

By Eric Fisher, Staff Writer, SportsBusiness Journal

HBO and Major League Gaming have created a joint marketing initiative centered on the boxing reality series "24/7 Pacquiao/Cotto" to help drive interest among younger viewers in the series and ultimately the November 14 fight between Manny Pacquiao and Miguel Cotto. Fans will be invited to participate as either Pacquiao or Cotto in an online videogame tournament of EA Sports' "Fight Night 4" operated by MLG, with the winner getting a trip to the actual fight in Las Vegas. The effort is in part an outgrowth of the partnership MLG struck in July with EA Sports to create the EA Challenge Series. "This is right in our sweet spot of how properties and events get younger," said MLG President & CEO Matthew Bromberg. "Videogames are a perfect entry point to go after that audience." Financial terms of the alignment were not disclosed, but Bromberg described the pact as "a straightforward marketing arrangement."