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SBD/Issue 43/Sponsorships, Advertising & Marketing
Tecate Rolls Out Largest-Ever Boxing Promo For Pacquiao-Cotto
Published November 11, 2009
In U.S. And Mexico
RISING TO ANOTHER LEVEL: YAHOO SPORTS' Martin Rogers noted Pacquiao's popularity "has gone stratospheric" since defeating Oscar De La Hoya and Ricky Hatton in his past two fights. Pacquiao in his homeland of the Philippines has "morphed from a source of pride to a symbol of hope, and taken on a status that borders on mythological." He has become a "cultural phenomenon," but while "many love to portray the evolving Pacquiao story as an uplifting tour de force of humanitarianism and joy in the face of adversity, reality is somewhat different." The "inevitability that his name, status and popularity would be hacked into by parasitic outsiders is already well under way" (SPORTS.YAHOO.com, 11/10).