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POLL POSITION
Sports Marketer of the Year
 
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QUICK HITS

• Naismith Memorial Basketball Hall of Fame Finalists Class of 2018: Ray Allen, Maurice Cheeks, Charles “Lefty” Driesell, Hugh Evans, Grant Hill, Jason Kidd, Steve Nash, Rudy Tomjanovich, Chris Webber, Kim Mulkey, Katie Smith, Tina Thompson, Wayland Baptist University. Class of 2018 will be named during the NCAA Men’s Final Four weekend in San Antonio March 31-April 2.

• Serena Williams, who said her first auto purchase was a while Lincoln Navigator SUV she named “Ginger,” has signed to become an official spokesperson for the brand. A social media-based marketing campaign includes videos of Williams talking about and driving the 2018 Navigator, with ongoing videos to follow. “Partnering with a brand like Navigator comes from a genuine place,” she said in the first video. “Let’s just be honest: Serena Williams needs to be in the new Navigator.”

• The Smashing Pumpkins unveil 'Shiny And Oh So Bright' 36-city tour, their first tour in nearly 20 years, with founding members Billy Corgan, Jimmy Chamberlin, James Iha. Produced by Live Nation.

KEEPING SCORE

Most Exciting Sports Worldwide
1. Athletics (i.e. Olympics) 47% Very/Quite Exciting
2. Tennis 43%
3. Football (soccer) 43%
4. Rugby 41%
5. Gymnastics 36%
6. Boxing 32%
7. Formula 1 32%
8. Swimming 26%
9. Horse Racing 25%
10. Cycling 25%

Most Boring Sports Worldwide
1. Golf 70% Very/Quite Boring
2. U.S. Football 59%
3. Cricket 58%
4. Darts 58%
5. Snooker 57%
6. Basketball 52%
7. Horse Racing 52%
8. Cycling 50%
9. Formula 1 49%
10. Boxing 46%

Poll from YouGov.com

BUY SELL

Most-Watched Winter Olympics in U.S. TV History
1. Lillehammer, 1994* 204 million
2. Vancouver, 2010 190 million
3. Salt Lake City, 2002 187 million
T4. Torino, 2006 184 million
T4. Albertville, 1992 184 million
T4. Nagano, 1998 184 million
* Nancy Kerrigan/Tonya Harding incident

Source NBC Sports

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Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#JZxA5jXY4rCwemgZ.99
Let us not seek the Republican answer or the Democratic answer, but the right answer. Let us not seek to fix the blame for the past. Let us accept our own responsibility for the future.
Read more at http://www.brainyquote.com/quotes/quotes/j/johnfkenn121400.html#46Ul8rBF4XpB4lo0.99
Monday
Jun192017

White: Mayweather-McGregor Will KO Mayweather-Pacquiao In Money, Marketing

By Barry Janoff

June 19, 2017: The state of professional boxing — some would say the sad state of boxing — is that many people involved with and who follow the sport and many people who don’t follow the sport are talking about the Floyd Mayweather Jr.-Conor McGregor crossover bout scheduled for Aug. 26 in T-Mobile Arena in Las Vegas.

That’s exactly what Mayweather Promotions CEO Leonard Ellerbe and UFC President Dana White want, with White proclaiming, "This will be the biggest fight in the history of two people punching each other."

Look no farther than the press release when the fight was officially unveiled last week sent out by Showtime, which will produce and distribute the pay-per-view event, for all the hyperbole you might want to see (avoid?) in one sentence

"Fight fans from around the world will witness the super-fight that no one believed was possible as legendary undefeated world champion Floyd Mayweather (Jr.) and (UFC) Irish superstar Conor McGregor have agreed to fight in a historic pay-per-view boxing event produced and distributed by Showtime PPV on Saturday, August 26 in Las Vegas."

True to form, White and Ellerbe — along with Stephen Espinoza, evp and GM for Showtime Sports — kept the ruckus going during a media conference last week to tout the bout.

"We’re not only drawing fans from the universe of boxing and the universe of MMA, we’ve actually tapped into the audience that really doesn’t follow either sport," said White.

“This is such an unprecedented event, such a spectacle, that all of a sudden people who have never really been interested in MMA or boxing are interested in this event due to the nature of the competition and the nature of these two personalities. That’s an untapped part of the market that not even Mayweather-Pacquiao touched,” said White.

Ellerbee was in the thick of the negotiations for what is regarded as one of boxing’s all-time biggest pay days —  Mayweather Jr. vs. Manny Pacquiao on May 2, 2015 in the MGM Grand Garden Arena, Las Vegas.

That fight grossed $600 million and broke PPV viewership records in the U.S. with 4.6 million buys and more than $410 million in revenue, according to industry analysts.

(Pacquiao today unveiled that he would defend his WBO welterweight crown against undefeated No. 1 contender Jeff "The Hornet" Horn in Suncorp Stadium, Brisbane, Australia., scheduled for July 1 on ESPN and ESPN Deportes. This will be the first time Pacquiao has not fought on pay-per-view since Sept. 10, 2005.)

In 2015, Mayweather Jr. and Pacquiao were the two highest-paid athletes in the world, according to Forbes, with Mayweather Jr. taking in $300 million — just $15 million from endorsements — and Pacquiao earning $160 million, mainly from the mega-fight.

Mayweather Jr. also makes money via the sale of items through his own brand, The Money Team.

McGregor currently has deals with Anheuser-Busch and Beats by Dre, but is expecting more to come based on the global high-profile nature of the fight.

Early overwhelming odds favor Mayweather Jr. to win, but that doesn’t mean that McGregor loses, especially when it come to finances.

But exactly how much money will hit the table has not yet been revealed.

"There is a confidentiality clause," said Ellerbe. "Financial details will not be disclosed."

But he emphasized, "Everybody’s happy."

Can this fight top Mayweather-Pacquiao?

“Yes. why not?" said Ellerbe. "You have to understand, Mayweather-Pacquiao was a fight that fans had been talking about for years. There’s not one place that I go to, that Floyd goes to, that anyone who is affiliated with Floyd Mayweather, is asked the question, 'Floyd, are you going to fight Conor McGregor?'

“This is a very, very hot fight. This is the fight that the fans want. It’s going to be a tremendous event,” said Ellerbe.

White confirmed that the Mayweather-McGregor match would outshine Mayweather-Pacquiao in terms of money and hype.

"The Mayweather-Pacquiao fight was so big and everybody was so crazy and rabid about it that a lot of mistakes were made that cost them money," said White. "Which is hilarious to say because it’s the biggest money-making fight of all time.

"As bad as I think it got screwed up in some areas, they still did okay on it. We learned from the mistakes they made and have the knowledge of what went wrong with that fight," said White. "When you talk about super fights, this is a super fight.”

The promotional build-up is expected to be over-the-top, with Showtime, UFC and Mayweather Productions joining to do multi-media marketing, align sponsors and plan activation.

"Showtime is the exclusive distributor of Floyd Mayweather fights but they were kind enough to open the gate and let us do some stuff, have some fun," said White. "We are going to do UFC-embedded (promotions) like we do for our fights and a couple of other things. But at the end of the day, Showtime is running this show. I’m going to promote it through all of my inventory.

"Conor told me that the McGregor clan has been taking over villages for 300 years, and Floyd’s village is next!”

"I thought this would be an impossible deal to do. It could not have been smoother," said White. "Leonard and Stephen would agree (which they did). It was the right fight at the right time with the right people. But I don’t want to be doing this every week."

According to Showtimes’s Espinoza, "We are all pulling in the same direction. It’s going to be a massive promotion."

"At the end of the day, these two guys wanted this fight. The fans wanted this fight," said White. "Connor is a mixed martial artist. He’s going into a boxing match with arguably the greatest boxer of all time. It does’t damage the brand or Conor McGregor at all. It actually elevates Conor McGregor.

"That this kid, who has so much to lose, is willing to step in and is absolutely confident that he will win this fight. It is one of the many reasons that people love Conor MCGregor. Win, lose or draw, it will be one of the reasons that people continue to love Conor McGregor," said White.

As Espinoza put it, "The best analogy here is Nascar and Formula 1. Nascar is not going to replace Formula 1. Formula 1 is not going to replace Nascar. You see some crossover: A driver from Formula 1 will try Nascar and everyone makes a big deal about it. They say, That’s going to be interesting to see how the skills transfer. That’s what we’re talking about there."

How far the rhetoric will go to the nasty side remains to be seen. But White stoked the flames.

"Conor told me that the McGregor clan has been taking over villages for 300 years, and Floyd’s village is next!”

PHOTO: White-McGregor Zuffa LLC

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