Mayweather/McGregor – A Marketing Knock-Out
Sponsorships are nothing new in the world of marketing, but sponsoring an event for $10 million dollars would be crazy…wouldn’t it?
In Las Vegas on August 26, 2017, all-time boxing great Floyd “Money” Mayweather will take on UFC superstar “The Notorious” Conor McGregor in a boxing match. This event is anticipated to be the most lucrative pay-per-view (PPV) sporting event in history, likely surpassing the 2015 fight between Mayweather and Manny Pacquaio which generated approximately 4.5 million PPV buys and north of $410 million in domestic PPV revenue. Early projections have the upcoming fight targeting close to 6 million PPV buys and well over $600 million in revenue.
The asking price for title sponsorship of this event is $10 million – nearly double the $5.6 million Tecate, a brewery out of Baja, California, paid for the Mayweather-Pacquaio bout.
What does $10 million get you? According to ESPN’s Darren Rovell, the title sponsor receives:
- Their logo in centre of the ring
- Branding on two of the top ropes and non-fighter corners of the ring
- Branding on the ring girls
- Sponsorship of the first minute of every round
- $500,000 in tickets
$10 million is a huge chunk of change any way you look at it, and there are only so many companies in the world that have a big enough marketing budget to even consider this. After taking a closer look at what you get for your money, it’s not really a bad investment.
Let’s do some math.
- Approximately 111 million people watched the 2017 Super Bowl.
- According to the American Marketing Association, a 30-second commercial during the game cost $5.02 million.
- If you estimate that approximately 10 people will watch each PPV buy, that’s 60 million eyes on the match.
- If the Mayweather/McGregor fight goes the distance that means your company’s logo will be in front of a massive audience for at least 36 minutes.
- Super Bowl = $5.02 million for 111 eyes on your 30-second commercial.
- Mayweather/McGregor fight = $10 for 60 million eyes on your brand for up to 36 minutes.
Suddenly, your $10 million investment seems like a steal compared to the cost for a single 30-second Super Bowl ad.
Then, you can factor in the $500,000 worth of tickets you get as a title sponsor – can you imagine giving some of those tickets to your clients?
Only a very specific company or product would choose to be associated with this fight, though. Something like a beer brand, new video game or system, athletic apparel line or cell phone company would be well-served by this type of sponsorship since the majority of fight fans are in their coveted 18-34 male demographic.
The media circus that has surrounded the fight for the past eight weeks is only rivaled by the Super Bowl or World Cup of soccer. If it’s brand exposure your company is looking for, you’ll definitely find it here.
Don’t let the big price tag shock you, it’s actually not a bad deal.