Baffling but who's complaining
Emanuel Steward has witnessed some of the most hyped, viewed and lucrative bouts in boxing history as the trainer of legendary boxers Thomas Hearns and Lennox Lewis.
But even Steward is amazed at the buildup for Oscar De La Hoya's super-welterweight title defense against Floyd Mayweather Jr. on Saturday night in Las Vegas.
"I've never seen anything like it," Steward said. "It's going to break all the pay-per-view records, even the heavyweights."
The fight would be a draw with little publicity because De La Hoya and Mayweather are two of the most renowned nonheavyweights in the past 20 years.
An innovative marketing campaign, headed by De La Hoya's company, Golden Boy Promotions, has many believing this fight can become the largest-grossing pay-per-view event of all time. The fight, which will cost $54.95 to watch, is projected to not only top the pay-per-view record of 1.99 million buys set by two heavyweight fights (Evander Holyfield-Mike Tyson in 1997 and Lennox Lewis-Tyson in 2002) but the record of $112 million generated by Lewis-Tyson.
"We're promoting like no other promoter has ever promoted," De La Hoya said. "And we're bringing in something new to the table with the sponsors. I mean, it's incredible."
De La Hoya's fight against Felix Trinidad in 1999 set a record for pay-per-view buys for a nonheavyweight bout (1.4 million).
"This is the way boxing should be promoted," De La Hoya said. "If Golden Boy Promotions was promoting the Trinidad fight with me, we would have easily done more than two million homes."
Few nonheavyweight fights have created this much national buzz. Probably the last to do so was the Sugar Ray Leonard-Marvin Hagler middleweight title fight in 1987. But that fight was predominantly a closed-circuit broadcast, and the potential audience for Saturday (61 million homes) is much greater.
"It feels like as big a buildup and promotion for a nonheavyweight fight in this sport in about 20 years," said Ross Greenburg, president of HBO Sports. "We've done all we can do to get the word out. Certainly, we've had some of the largest promotional tie-ins in boxing history."
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