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SBJ/December 19-25, 2011/Marketing and Sponsorship
Top Rank signs AT&T as sponsor
Published December 19, 2011, Page 41
|AT&T has sponsored individual Top Rank events, such as Pacquiao-Mosley in Las Vegas.
Top Rank and AT&T agreed on 10 fighters whose bouts would be acceptable: Pacquiao, Miguel Cotto, Nonito Donaire, Brandon Rios, Julio Cesar Chavez Jr., Yuriorkis Gamboa, Timothy Bradley, Mike Jones, Juan Manuel Lopez and Guillermo Rigondeaux.
Sponsorship includes logo placement on the ring mat and, when applicable, in the broadcast, as well as arena and local activation rights, to use video and images in advertising and promotional materials and fight tickets.
Top Rank would not disclose financial terms of the deal. The promoter has shopped similar packages for about $1 million in previous years. Pacquiao’s profile and associated value to sponsors has increased markedly in the last year.
“Because we have this scheduling issue in boxing, where we don’t know who will fight when, it’s important that we be creative in the way we structure these deals,” said Lucia McKelvey, executive vice president of business development and marketing at Top Rank. “They’re flexible enough to pick out fights that are interesting to them and then run with them. They can pick their spots, and yet they’ll have the continuity that will make what they already were doing more effective.”
AT&T will use the sponsorship, struck through its multicultural marketing group, primarily to promote its wireless products to Hispanics. It also will promote its U-verse digital service. Unlike AT&T’s deal with Golden Boy Promotions, the package does not include exclusive live content for U-verse.