• Marketing genius


    peter_cariñoLove him or hate him, Floyd “Money” Mayweather Jr. is the most bankable boxing superstar today.

    This Sunday, Mayweather will step into the ring against Canelo Alvarez and many people surely want Mayweather to lose. In fact, it is safe to say that a great number of fight fans want to watch Mayweather lose against any opponent placed in front of him, whether that foe has a ghost of chance or not of winning.

    And as far as Alvarez is concerned, he will end up as another entry into the “win” column of Mayweather, despite promoters hyping that the Mexican has a chance to beat the American.

    For the Alvarez fight, May-weather will be making an all-time record of $41.5 million. In his last two fights, the American fighter made $32 million each.

    Heck, when was the last time the heavyweight champion of the world was the highest paid pugilist in the planet?

    While Mayweather has one of the finest boxing skills in the business today, he excels better in marketing himself and getting the eyeballs to watch his fights, even if many of those eyeball are not of his fans.

    While Pacquiao built his reputation on an image based on humility and being soft-spoken, Mayweather did the opposite – he bragged, boasted, and even made run ins with the law. He served some jail time, and even beat up a former girlfriend. And he worshipped money.

    And along the way, Mayweather generated a massive negative fan base who were made up of fans of Pacquiao and the rest of the good guys in boxing. That negative fan base kept growing in number with every Mayweather victory, and these people also paid to see Mayweathers fight with the hope that he would lose.

    The clamor for him to fight Pacquiao even grew louder with every win Mayweather registered. But that was not meant to be, as the luster of a fight between Pacquiao and Mayweather has lost its former luster with the Filipino’s defeat in the hands of Timothy Bradley and Juan Manuel Marquez.

    Fight fans better forget a Mayweather-Pacquiao fight now, because the more people clamor for it, the more Mayweather’s stock appreciates even as the Dow Jones goes into a see-saw movement.

    When Mayweather retires with an unblemished record (which is very likely), expect him to cajole the jury to have him inducted into the Boxing Hall of Fame the soonest time possible (he will eventually be inducted into that hall).

    Let’s be honest—Mayweather is good for boxing because without a negative role model in boxing, it is impossible to generate hype for the game itself. Just imagine if Mayweather accorded total respect to Pacquiao, and exchanged friendly tweets such as “how is your family and wife . . .,” “I wish you the best in your next fight,”. . . or “I’m behind you in your next fighting.”

    Pacquiao would even be a more interesting fighter to market if he had the swagger of Nonito Donaire, or even answered Mayweather word-for-word, or gesture-for-gesture. Just imagine if Pacquiao told Mayweather “Sasapakin kita, bakla ka . . . [I’m going to whoop your ass, you faggot].”

    Also, a Pacquiao with a bit of bad boy persona would be easily forgiven by the public if he got caught womanizing and gambling.

    Imagine too if Mike Tyson was as angelic as Michael Jordan, or had the demeanor of the Pope.

    Love him or hate him— Mayweather showed how to market himself and the sport very effectively, and he laughed his way to the bank all the time.

    And Mayweather doesn’t really care if you like him or not, for what matters to him is he’s got a piece of your mind and maybe your pocket. Well, that’s what marketing is all about.


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