Floyd M. v Manny P. The Fight To Kill
The latest fight to revive boxing may be the fight that changes modern boxing promotion forever. By now you have heard that Floyd Mayweather, Jr and Manny Pacquiao, the only two fighters casual fans of boxing know, are finally fighting May 2. After five years of marketing the match-up, the stars aligned and the latest “Fight to save boxing” was made at a predictably record-high pay-per-view PPV price. To the uninformed and unimaginative, Mayweather vs Pacquiao is boxing’s last hope for mainstream crossover appeal. In reality,that’s never been true of any “mega-fight.” It wasn’t true of Oscar De La Hoya vs Floyd Mayweather. It isn’t true now. As former HBO commentator and storied boxing writer Larry Merchant once noted, “Nothing can save boxing and nothing can kill it.” However, changing the business promotion paradigm is possible. If the events of the past few years and months are any indication, Mayweather vs Pacquiao will signal the end of one era of boxing and the beginning of another.
If you’re a boxing power broker not aligned with Al Haymon, Haymon Boxing or Premiere Boxing Champions, a strong argument can be made that you are now obsolete in the sport. Haymon, the uber-adviser who appears to operate as promoter, manager, adviser and mastermind behind the largest stable of fighters and cache of US TV dates in the North American boxing landscape , has taken control of the sport presently. How? In a sense, Haymon bought it, one fighter, promotion alliance, and network date at a time. The scraps of dates, locations and fighters left to other companies still acting independently of each other are perhaps the final remains of the old way of promoting boxing. In it’s place is a unified brand known as Premiere Boxing Champions (PBC), a league if you will, filled with legit name boxers at varying stages of their careers.
This Saturday, Haymon’s PBC debuts on NBC, bringing back boxing to prime time with fighters that would normally headline on pay cable facing off. All through the telecast, we will hear about Haymon fighters fighting in the Haymon universe which includes fight dates on ESPN2, Spike TV, CBS and Showtime with more dates on more platforms to come. No other promoter in the US at least, is marketing their product so widely to the masses in such a succinct manner. “The PBC” is already a part of the boxing lexicon and their first show hasn’t aired yet.
How does Mayweather vs Pacquiao factor into this? Mayweather is advised by Haymon. Mayweather is, in essence, the carrot that brings in fighters to Haymon’s stable. Either fighters want a shot at Floyd or they want to eventually be Floyd. Haymon is the king maker, either way.
If Haymon’s PBC and it’s coming hurricane of fights on multiple networks weren’t on the schedule, Mayweather-Pacquiao doesn’t happen. That fight, broadcast by Showtime and HBO in a joint PPV venture, and it’s marketing lead-up will be perfect advertising for the PBC and where fighting in it can lead you. If Mayweather dismantles Pacquiao in Bernard Hopkins vs. Felix Trinidad-esque fashion, it will signal the end of the lucrative but declining Pacquiao PPV franchise. Towering above the rubble will be Floyd Mayweather and the PBC, sitting victorious in the shadow of Haymon.
Pacquiao is promoted by Top Rank run by Bob Arum and his step-son Todd Duboef. While Top Rank has some good young fighters, (Oscar Valdez, Jose Ramirez, Felix Verdejo), none are ready for title fights much less PPV fighter status. By the time they are ready, the PBC will likely have a foothold on a new fanbase who like their sports neatly packaged. Likely, advertisers will see how well boxing can do on network TV and come flocking. The paradigm will have shifted and those promoting one fighter as their flagship, PPV hopeful and business future will be building stars in a comparatively inefficient fashion.
Like that final uppercut and little shove that sent Trinidad to the canvas, Mayweather beating Pacquiao decisively will not signal a quick death for any company not aligned with the PBC. But rather, it will be the final bit of dirt shoveled out of a growing moat surrounding Castle Haymon and the rest of the sport. Traditionally, PPV stars are built by beating other PPV stars. After May 2, there will be two left: Golden Boy Promotions Saul “Canelo” Alvarez, 25, and RocNation’s Miguel Cotto, 34. Mayweather has beaten them both. Rematches seem farfetched at this point. Beyond them, if it took five years to make Mayweather-Pacquiao, how long will it be before Al Haymon lets his next PPV star fight someone not under his advisory contract? Try never.
Rumor Mill:
While Mayweather has hired a lefty he once had a bit of trouble with named Chop Chop Corley, Pacquiao’s sparring partners have yet to be announced. According to sources close to the fight, maybe that’s because the word is out that Al Haymon will pay double what Team Pacquiao is offering NOT to spar Manny. Maybe it’s just a rumor. Pacquiao trainer Freddie Roach seems to believe it’s true. But it’s boxing. I put nothing past anyone.
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MANNY GOOD THINGS – MANNY MOVIE REVIEW
CAN FANS AFFORD PACQUIAO VS MAYWEATHER?
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“A person with knowledge of the situation.”
Co-host/co-producer: Leave it in the ring radio and The Next Round with Steve Kim.