The logo that you see at the middle of the ring when Mayweather and McGregor walk to the center for round 1 of their mega-fight will cost $10 million. According to Dan Rafael at ESPN, the ownership company of the UFC, WME-IMG, sent out proposals for the title sponsorship to possible corporate sponsors. The asking price for the Mayweather-McGregor title sponsorship is nearly double that of the Mayweather-Pacquiao fight, which was sold to Tecate for $5.6 million.
From Rafael’s article:
The sponsoring company would get its logo at the center of the ring at Las Vegas’ T-Mobile Arena, its branding on ring girls, on two of the ropes and in the two nonfighter corners of the ring. The deal also includes sponsorship of the first minute of every round on the broadcast and $500,000 in tickets.
Relative to other ad deals, Goodyear will pay the Cavaliers $7 million to $10 million in each of the next three seasons to have its 2½-inch-by-2½-inch logo patch on the team’s jerseys.
It is important to note that the title sponsorships are only for the neutral corners. Mayweather and McGregor can each sell their corner for $2.5 million. A fighter’s sponsor would get $250,000 in tickets as well as sponsorship on the broadcast corner cam.
WME-IMG is one of the largest sports and entertainment companies in the world and will earn a minimum 10% of revenue from the fight. The company definitely has the people in place and the knowledge of the sports sponsorship landscape to know what a reasonable value would be for the assets involved.
Sponsoring boxing events has been a key marketing effort for Tecate and it has paid off well for their brand. The competition between both MMA and boxing sponsors are a contributing factor in the very high sponsorship price. No UFC sponsor has automatic rights for this event and the ratio of traditional boxing sponsor to traditional MMA sponsor will be interesting to watch.