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SBD/November 28, 2012/Marketing and Sponsorship
Top Rank Launches Pacquiao-Marquez Marketing Blitz On Times Square Videoboards
Published November 28, 2012
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LET'S GET DIGITAL: Top Rank President Todd duBoef said, "On Friday at 5:30 Times Square will be buzzing like no other place in the world -- and we've bookended it." He added, "It's another platform that connects the audience to our content. It was only five years ago that we were looking almost entirely at 30-second spots and print ads -- in color if we were lucky. Now we're streaming live in Times Square. We're going digital and we're going big." Top Rank will produce the broadcast in conjunction with online streaming host MLBAM, which it signed on with in May. The deal includes a redesigned TopRank.tv website that will roll out in time for the upcoming pay per view, with content expanding next year, likely tied to a subscription model. duBoef said that Top Rank will put more than $1M into digital advertising for this fight, shifting dollars away from broader traditional media. It will put almost half its marketing budget for the fight into digital assets, he said, up from about 25% two years ago. duBoef said, "I'm in targeted traditional mediums. And I've broadened it to the general fan base with the digital attack. It's almost the reverse of what we used to do."