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Volume 25 No. 177
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Canelo Alvarez, Michael Buffer Take Shots At Pay-Per-View In DAZN Ad

Subscription streaming service DAZN released a TV ad featuring boxer Canelo Alvarez and longtime ring announcer Michael Buffer "reminding viewers that subscribing is a bargain compared with investing in pay-per-view fights," according to Lance Pugmire of the L.A. TIMES. In the ad, Buffer "reads from a ring card and wonders if it's a misprint that DAZN plans to offer more than 100 fight nights in a year for a rate of $9.99 per month following a one-month free trial." Alvarez then "assures that's the deal," to which Buffer says, "OK, pay-per-view's totally screwed." Alvarez then nods and says, "Sí." The ad cost over $1M to "produce with a Spanish-language version and social-media and digital pieces still to come." The spot will "run on major networks for five weeks, particularly during live sporting events such as Thanksgiving weekend football and NBA and NHL games." Univision and Telemundo will "air the Spanish versions." A DAZN official said that having the known commodities of Alvarez and Buffer present the new service is "critical" to the company's aim to "put our stake in the ground about why we're different, that this is not pay-per-view" (LATIMES.com, 11/15).