LAS VEGAS — The essence of a boxing match is to determine a winner and a loser, with the winner moving on to bigger and better paydays and acclaim. That is the sport in its simplest terms. But when Manny Pacquiao defends his WBO welterweight title against Shane Mosley on Saturday night at the MGM Grand so much more will be at stake.
Let’s start with the future of boxing. Those of you who long for the days of the 1970s and early-’80s when big fights were seen on network television should be especially interested. If Saturday’s bout is the success those involved hope it will be, then a return to prime-time network television on Saturday night becomes more of a possibility.
That’s the long-range goal of what essentially is a grand experiment coordinated by CBS, Showtime and boxing promoter Top Rank, Inc. “Fight Camp 360,” a behind-the-scenes look at the two boxers’ preparation for the bout has been broadcast not just on Showtime and its on-line outlets, but also during primetime on CBS.
The first episode aired during the NCAA tournament. The venture will result in more than four million viewers to watch “Fight Camp 360.”
“More people will know about this fight more than any other fight in recent history,” Top Rank CEO Bob Arum said yesterday.
In addition to driving pay-per-view sales ($54.95) to “an extremely high number,” Arum said this new business model will reintroduce network sponsors back to boxing and perhaps create enough support for a Saturday night broadcast.
A more immediate impact will be the economic boost Pacquiao’s return gives to Las Vegas. He hasn’t fought in Las Vegas since 2009, leaving the city to endure the great recession without one of the biggest draws in boxing.
Pacquiao’s last two fights against Joshua Clottey and Antonio Margarito were at Cowboys Stadium outside of Dallas, which pleased Jerry Jones, but did nothing for the Las Vegas economy.
The casinos along the Las Vegas strip reported $5.8 billion in gambling revenue last year, a 15 percent decline from the market peak in 2007. Pacquiao’s appearance this weekend can’t make up all the money, but it will help. More than 16,000 seats were sold in the first three hours when tickets went on sale in February.
But perhaps most at risk Saturday night is the brand Pacquiao has become. A winner of 13 straight fights and a linear or sanctioned championship in eight different weight divisions, Pacquiao has mushroomed into a global phenomenon.
AT&T, Tecate, O’Reilly Auto Parts are sponsoring Saturday’s fight and Pacquiao has personal deals with Nike and Hewlett-Packard.
“The brand of Manny Pacquiao is becoming so big everybody wants Manny Pacquiao to be involved with their product,” Arum said.
Mannymania is alive and well, but will it continue after Saturday night?
