HBO, Promoters Launch Marketing Effort Behind Pacquiao-Hatton
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Pacquiao-Hatton Fight Will Be Heavily
Advertised Across Mediums |
HBO, Top Rank and Golden Boy Promotions have put together a "massive multi-tiered marketing plan" for the May 2 Manny Pacquiao-Ricky Hatton fight at MGM Grand Garden in Las Vegas in an effort to "create interest in the fight," according to Kevin Iole of YAHOO SPORTS. HBO Sports Senior VP/Sports Operation & PPV Mark Taffet: "We're strategically focused on the future and we want to identify and engage the next generation of boxing fans. I believe the best time to do that is when you have your biggest events." Iole reported commercials promoting Pacquiao-Hatton will be purchased "in the top 11 television markets," and the fight will be "heavily advertised on cable television," including on Spike TV during MMA programming, as well as during the NBA playoffs and MLB games. There also will be print ads in ESPN The Magazine, USA Today, the L.A. Times and N.Y. Post, and there will be a "heavy radio advertising presence, including significant buys on five nationally syndicated shows that reach 220 markets." A billboard promoting the fight will be in Times Square leading up to the bout, and online ads "will be purchased not only at traditional sites such as Yahoo! and ESPN.com, but on numerous [MMA] sites." Fans who own iPods "will be able to download video clips," and there also will be a "major presence on social networking sites such as Facebook." HBO on Saturday premiered "Pacquiao/Hatton: 24/7," and the net also is "running a contest to fly a fan to Las Vegas and experience fight week and see the fight." HBO Sports will "film the winner's experience and post it on numerous Internet sites."
SIGN OF THINGS TO COME? Iole noted the multi-million dollar marketing plan "will help get Pacquiao-Hatton in the neighborhood of 1 million pay-per-view sales, but it's significant beyond what it will do for this fight." Many elements of the marketing plan "could, and should, be implemented to market boxing in the future, whether they're on pay-per-view or not." While the traditional advertising and marketing methods "remain valuable and are essential to the success of a campaign," boxing needs to "take much better advantage of emerging technology and needs to do a better job of locating potential fans" (SPORTS.YAHOO.com, 4/14).
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