SBD/December 4, 2012/Marketing and Sponsorship

Wonderful Pistachios Inks Manny Pacquiao Endorsement, Sponsors Bout With Marquez

Wonderful Pistachios has signed boxer Manny Pacquiao to a one-year endorsement deal that will pay him "in the mid-six figures," according to a source cited by Bill King of SPORTSBUSINESS JOURNAL. Pacquiao joins a “quirky stable of pop culture figures" to appear in the company's "Get Crackin'" campaign. His new 15-second TV spot debuted last night during “Monday Night Football,” then aired during “Late Show with David Letterman” and “Jimmy Kimmel Live.” The ad opens with Pacquiao “rhythmically peppering a green speed bag to music.” Wonderful Pistachios also “will sponsor Pacquiao’s HBO pay-per-view fight against Juan Manuel Marquez on Saturday night, signing on with Top Rank in a deal that includes the Get Crackin’ slogan on the ring mat and on Pacquiao’s trunks, signs at the weigh-in, and pistachio sampling at the MGM Grand Arena on fight night.” The deal with Pacquiao “began percolating shortly after the London Olympics," where Wonderful Pistachios parent compant Paramount Farms sponsored boxer Jose Ramirez. Ramirez signed with Top Rank “early last month and will make his debut on the undercard of Saturday’s fight.” He also "will wear the Get Crackin’ slogan on his trunks” (SPORTSBUSINESS JOURNAL, 12/3 issue).

WELCOMING LEGENDS: The AP reported Pacquiao's recent visit with TNT NBA analysts Charles Barkley and Reggie Miller before his fourth fight with Marquez is "the subject of a 30-minute special that will air Thursday on TNT after the network's NBA doubleheader.” The show, titled "Charles & Reggie: Toe to Toe with Manny Pacquiao" features clips in which Barkley and Miller “spend time with Pacquiao and trainer Freddie Roach at the Wild Card Gym in Hollywood, Calif.” Barkley and Miller also are “shown shooting baskets with Pacquiao” (AP, 12/3).
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