Roc Nation Sports has signed 11 brands, including Budweiser, Geico and Jaybird headphones, as sponsors for the first fight it is promoting, Friday's card at The Theater at MSG. The event will be televised by FS1. The other sponsors for the WBC Continental Americas Welterweight Championship card, which features Dusty Hernandez-Harrison against Tommy Rainone in the main event, are brands D'Usse, Hue For Every Man, Puma, Sonic Drive-In, TapouT Muscle, Tequila Cazadores, TOWN Residential and Wyndham New Yorker Hotel. Roc Nation President & Chief Strategy Officer Michael Yormark called the sponsorship revenue unprecedented for a fight at this level, but did not disclose financial terms of the deals. Inventory for the deals includes ring signage and on-site activation. Jaybird will get the center mat position, Yormark said. Budweiser, TapouT Muscle and Tequila Cazadores will also be displayed on the ring's mat, and the corner pads will be split between TapouT and Tequila Cazadores. In addition to sponsorships, Roc Nation sells some of the ad inventory on FS1, Yormark said. Roc Nation announced last year that it was launching a boxing division to promote fights and that it had signed a deal with FS1 to broadcast three boxing events. Yormark said that many of these 11 sponsors had agreed to sponsor the other FS1 fights, although he would not identify those brands. Yormark did note the number of brands and the mix of national and local brands that have signed on. Additionally, he noted Roc Nation was able to sign brands new to boxing -- Jaybird and Sonic, for example -- as well as brands that are returning to boxing. "When you look at our list, you know Budweiser has not been involved in boxing for quite some time. We have been able to bring them back, and we are very, very excited about that," he said. Roc Nation Owner Jay Z will attend the weigh-in, as well as the fight itself. Other celebrities expected to attend include Rihanna, DJ Mustard, Knicks F Carmelo Anthony, Yankees P CC Sabathia and Giants WR Victor Cruz.
