When top-flight boxing returns to the major network airwaves Saturday night on NBC, it marks the beginning of an audacious play by fight manager Al Haymon, who through a series of time buys and complex rights agreements has gained carriage for his Premier Boxing Champions series on NBC, NBC Sports Network, CBS, Showtime and Spike. Spike’s monthly Friday night PBC series debuts March 13. Kevin Kay, president of Spike TV and a longtime fight fan, weighed in on the new property, as well as the network’s growing investment in combat sports, including the Viacom-owned Bellator MMA promotion.
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I grew up with Ali and Frazier, Duran and Hearns — when boxing was about stars and stories. As great as [premium cable] is … it’s a smaller audience. Ultimately, boxing needs to be showcased live and free on a regular basis on a widely distributed cable platform, and I think that is going to change the game.”
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Photo by: SPIKE TV
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Why the PBC? Why now?: Al is somebody I spoke to a couple of years ago just to get his advice on what the landscape was and to get to know him a little bit. I think we hit it off because we share a vision about wanting to transform the sport. We both believe boxing is not in great shape and has been struggling for awhile, other than the occasional pay per view. And that it’s partly about presentation. When I turn on my TV set and I’m watching boxing, it looks like it could be 1975. I’ve always said I don’t want to get into it until I have a partner who is on the same wavelength about us as far as changing the presentation. Al is forward-thinking. He doesn’t want to do old-school boxing, and he agreed with my vision of what I wanted to do on Spike. We created this vision over a couple of years, and then he came in and said, “I’m ready to do it. Are you guys ready?” And he laid out the plan that is unfolding now: multiple platforms, but giving Spike Friday nights, free and clear, prime time.
On attracting young males: That’s the big challenge. … Spike, in this equation of the networks that were announced, has the youngest audience and the most combat-prone audience of all the networks. We have a pretty strong 18- to 34-year-old male demo. They’re predisposed because of our history with UFC and Bellator to fight sports. And for me, that’s where all the opportunity is, because if you’re going to make the sport have a lifetime, you’ve got to attract young viewers to it.
On owning Bellator vs. leasing UFC rights: It gives us a lot more control. We own the library. We’re expanding internationally. It’s really about a value proposition. Because Viacom has invested in this and continues to invest in it, we have access to everything that we could possibly want. Now the question is, Can we secure the fighters? Whether you can pay for it or not, you have to be able to secure it. For me, it’s all about the talent, but I think we’re making progress.
