Sponsors Align With McGregor-Mayweather Fight Hoping To Land Branding Knockout
Saturday's Floyd Mayweather Jr.-Conor McGregor boxing match is on pace to become an "unprecedented success in revenue and viewership," and brands are "quickly aligning their marketing motives for a potential knockout with their messaging," according to Manouk Akopyan of A LIST DAILY. Monster Energy "leveraged its two-year relationship with McGregor by renewing its sponsorship with the star and filmed its biggest commercial to date." Also, a five-by-five-inch Monster Energy logo will be "adorned on the front of McGregor's trunks come fight night." The energy drink company will be "joining BetSafe with such branding." Monster Energy Senior VP/Marketing Marianne Radley said that the brand does not "normally do media buys, but saw this once-in-a-lifetime fight as an opportunity to harness its heritage and maximize its association in MMA to increase brand awareness with a 360-degree digital plan pushing content across various social channels, fight-viewing parties, retail tie-ins, point-of-sales and sticker-and-jersey giveaways." Corona VP/Brand Marketing John Alvarado said, "The hype and anticipation this match is getting from avid and casual boxing fans -- as well as non-boxing fans intrigued by the unique matchup -- was the real attraction for us. This is an opportunity to have the Corona brand in front of over 50 million-plus U.S. viewers" (A LIST DAILY, 8/22).
DRESS FOR SUCCESS: In L.A., Sam Reed reported Mayweather and German fashion designer Philipp Plein came together to create Mayweather's "trunks and robe for the ring, which will give fans a taste of their just-announced ongoing, multiyear collaboration" (HOLLYWOOD REPORTER, 8/23).
BREAK AWAY: In Washington, DC, Rick Maese reported McGregor is "suddenly subscribing to a key part of the Mayweather plan." He "formed his own promotional company and agreed to a contract substantially different from the UFC economic formula into which mixed martial arts fighters are locked." The result is a "payday unlike anything an MMA fighter has seen that carries with it potential pratfalls for UFC." Other MMA fighters now might feel there is "more outside opportunities and money available than the UFC." UFC President Dana White said, "Believe me, it's something I’m going to be dealing with for the next three years. There’s no doubt about it." McGregor could "pull in a payday" in the range of $100M, which will "dwarf anything he has earned in a single night for UFC" (WASHINGTON POST, 8/24). MMA FIGHTING reported McGregor "stars in a new ad" released by Beats by Dre. The longform ad, set in Dublin, features the song "Juicy" by Notorious B.I.G. (MMA FIGHTING, 8/23).
