Ring Of Sports Marketing

Posts tagged manny pacquiao

Boxing / Ratings

Pacquiao-Horn Sets ESPN Boxing Rating Record

Saturday’s fight between Manny Pacquiao and Jeff Horn, known as “The Battle Of Brisbane,” is the highest-rated fight for cable television since 2010 and breaks the old record for most watched fight on ESPN that was set in the 1990s.  The average rating throughout the program was a 1.8 metered market rating.  On ESPN streaming digital platforms the fight averaged 78,000 viewers with 392,000 unique viewers over the course of the program.  ESPN Deportes attracted an average of 1,400 viewers with 7,800 unique viewers.

According to ESPN Media Zone the cities with the highest market ratings were Las Vegas, Los Angeles, Raleigh-Durham, New Orleans, and San Diego.

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MMA / UFC

Amanda Nunes Appears on Good Day LA

After her win over Ronda Rousey, Amanda Nunes made an appearance during daytime TV on FOX 11 in Los Angeles.  The hosts asked good questions to get Amanda Nunes to get her thoughts on what she saw in the Rousey fight and her reactions to Rousey’s strategy.  At the end of the interview Nunes discusses her plans to fight for the 145-pound women’s title.

Making daytime TV appearances was a huge part of making Ronda Rousey a star and pushing women’s MMA into the spotlight.  Unfortunately, she does have to answer whether she would fight a man and give her opinion on a Mayweather-McGregor matchup.

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Boxing / Finance

Top Rank Self-Distributing Pacquiao-Vargas on PPV

HBO, the historical provider of Manny Pacquiao’s PPV events, has declined to distribute Pacquiao-Vargas.

According to Dan Rafeal at ESPN, HBO didn’t want to be involved, “…because it did not want to have two pay-per-view events in the same billing cycle and it is already committed to the Nov. 19 HBO PPV fight between unified light heavyweight titleholder Sergey Kovalev and Andre Ward.”

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Boxing / Finance / Regulations / Sports Law / UFC

Transparency Leads To Higher Fighter Pay

John S. Nash at Bloody Elbow did a great write-up titled “Why do boxers make more than MMA fighters?”  The very thorough article interviews multiple managers, fighters, and business figures in the combat sport landscape.

Fights like Mayweather-Pacquiao, where both fighters made a few hundred million dollars, can skew the data.  MMA fighters have a much higher floor pricing, with many UFC prelim fighters making $10,000 compared to boxers who sometimes only make $1,500.  The median payout for boxing and MMA fighters still favored boxers:

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The World’s Highest Paid Athletes 2016

The World’s Highest Paid Athletes 2016

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Showtime sues Top Rank over Mayweather-Pacquiao related legal fees

Showtime sues Top Rank over Mayweather-Pacquiao related legal fees

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Canelo-Khan Generates Nearly 600,000 PPV Buys According to Golden Boy

Oscar De La Hoya, the CEO of Golden Boy Promotions, told Dan Rafael that the Canelo-Khan PPV garnered around 600,000 PPV buys, according to Dan Rafael at ESPN.

Previously, HBO didn’t release numbers claiming that it was up to the promotion to release the numbers, which led to speculation that the PPV numbers for the program were awful.  Rick Glaser claimed that the PPV numbers were only 332,000.

Alvarez PPV History:

The fight was Alvarez’s fifth as a pay-per-view headliner. He also headlined against Cotto; against Mayweather in a 2013 loss that sold 2.2 million pay-per-views, third all time, and set the pay-per-view revenue record of $150 million until it was broken last year by Mayweather-Pacquiao. Alvarez also headlined against Erislandy Lara and Alfredo Angulo in 2014, each of which generated more than 300,000 buys apiece.

PPV numbers of other “top fights”:

Alvarez’s middleweight title victory against Miguel Cotto in November generated 900,000 buys. Manny Pacquiao’s supposed farewell fight against Timothy Bradley Jr. on April 9 and Floyd Mayweather’s supposed farewell against Andre Berto in September both generated in the range of 400,000 to 450,000 buys.

Ringside Analysis:

The originally reported numbers seemed surprisingly low for someone who had done good PPV numbers in the past.  Khan has an avid built-in fan base that helps boost numbers and created the dynamic of a speed against power fight.

With 600,000 PPV buys there is more merit to Canelo Alvarez being the PPV star that everyone thinks he will become.  Canelo has said that he will fight GGG at 160 pounds, which would be the most lucrative fight in the sport.

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Pacquiao-Bradley III PPV Bust, “Terrible Numbers”

Manny Pacquiao defeated Timothy Bradley for the second time in their third fight on April 9th at the MGM Garden Arena in Las Vegas, Nevada.  According to Arum, the event appears to have generated 400,000-500,000 PPV buys, which would mean the promotion lost money.
Pacquiao was paid a guaranteed $20 million and Bradley was guaranteed $4 million.

From the ESPN article Arum said:

“It will be somewhere between those numbers, 400,000 and 500,000. It’s all being added up, but it will be closer to 400,000 than 500,000. Terrible.”

“Certainly the pushback from Manny’s gay remarks killed us.  It hurt us a lot. But I think it was also less a reaction to the match than a reaction to the Mayweather-Pacquiao fight. It was a reaction like Mayweather got. Mayweather also got punished [by consumers].”

The fight against Bradley is supposedly Pacquiao’s last fight in the sport.

Ringside Analysis:

Arum believes that the main factor in the financial troubles was the homophobic and ignorant comments Manny Pacquiao made.  The comments did lose Pacquiao multiple sponsors, including Nike.  It also appeared that HBO slowed down all of the promotional efforts as a result of the comments.

However,  Arum is underestimating how stale this fight was to fight fans.  Any fight fan who had watched the first two fights saw Manny Pacquiao being the clear winner, despite the judges giving Bradley the decision win in their first match.  That means that core fight fans were not very enthusiastic about this fight and in this fight the core fan base had to carry the fight to financial success.  Casual sports fans were going to be out on this fight given Pacquiao’s poor performance against Mayweather, his post-fight comment on his shoulder that was largely considered an excuse from a sore loser, and the homophobic comments.

Arum also points out that Mayweather only received 400,000-500,000 PPV buys.  I would argue that result was somewhat expected given the opponent and the post-super fight climate.  Lastly, many in the industry believe that Arum is intentionally overstating the actual PPV purchases.