Advertising in major sporting events

(www.notifight.com)

Today like millions of people around the world I watched the boxing match dubbed ‘fight of the century’, a bout between Floyd Mayweather Jr and Manny Pacquiao. During the lead up to this fight I was surprised at the amount of money and business surrounding these two fighters. To give you a quick snapshot, here are some figures:

Mayweather: $120-$140 million

Pacquiao: $95-$100 million

These 2 men will earn more in 36 minutes than most people will earn in their lifetime.

One of the biggest sources of money is advertising. The fight, like many other big bouts is loaded with advertisements from the boxing ring to the ring girls, there seems to be a brand name on everything.

• Tecate Beer won the sponsorship rights to the fight by paying $5.6 million. Their brand logo can be seen in the middle of the ring, around the venue and even on the ring card girls.

(http://www.proboxing-fans.com)
(Photo credit: Chris Farina-Top Rank Boxing) 

(www.ltlmurals.com) 

• From the advertising on his shorts, Pacquiao is estimated to earn around $2.3 million. Companies like ‘motolite’, ‘Nike’, ‘LBC’, ‘Smart Communications’ and many more paid to have their brand logo featured on his shorts. 

(www.justjared.com) 

• During his ring entrance Mayweather walked out with the American Burger King mascot. Although it was not stated how much he earned for this, I am sure it was a considerable amount. 

(ww.wireimage.com) 

• Brands were not the only thing that was advertised, movies like ‘Southpaw’, “Terminator Genisys’ and ‘Mission Impossible: Rogue Nation’ had their trailers aired before the fight.

Even though the amount of advertising and product placement seems like a bit too much at times, it is a smart business move from the companies considering the magnitude of such events. In major sporting spectacles, product placement and endorsement guarantees that your brand will be exposed to millions of people worldwide.

By: Carla