Mayweather – Pacquiao does $13.2 million in sponsorship

According to Dan Rafael of espn.com, next Saturday night;s mega showdown between Floyd Mayweather and Manny Pacquiao has generated a record $13.2 million in sponsorship revenue.

Lucia McKelvey, Top Rank’s executive vice president of marketing since 2011, made most of the sponsor deals. She also has served as Pacquiao’s individual deal agent since 2011.

“We killed it, we blew it out of the water,” said McKelvey, who worked with Bruce Binkow of Mayweather Promotions, co-promoter of the fight, on the sponsor deals.

The big one is the $5.6 million sponsorship from Tecate, the official beer of the fight. Tecate has sponsored Pacquiao fights and Top Rank events for several years. Its bid beat the $5.2 million bid from Corona, the beer company that has sponsored Mayweather’s recent fights.

“We have been sponsoring boxing since 2007 so we have been associating ourselves with boxing and been waiting for so many years for a fight like this,” Tecate brand director Gustavo Guerra told ESPN.com. “We know in the past we have had great fights but nothing is going to be compared to what is already called the fight of the century. We wanted to increase our brand awareness and we will achieve it with this fight.

“It is like the Super Bowl of boxing, a gigantic sporting event. It’s good for us. It’s about credibility. We cannot have the luxury of being out of this fight. This is very important for us.”

Paramount Pictures/Skydance Productions is promoting two movies: “Terminator Genisys,” a follow-up on the “Terminator” movie series that opens July 1, and “Mission Impossible: Rogue Nation,” another film in the “Mission Impossible” series that opens July 31. The Weinstein Company is promoting a new film, “Southpaw,” starring Jake Gyllenhaal, which opens on July 24.

Trailers for the new films will be seen between fights on the pay-per-view telecast.

Also sponsoring the fight are the Mexican Tourism Board with its “Mexico, Live it to Believe it” campaign to promote tourism in Mexico, and Smart Communications, a Filipino telecom company that has long sponsored Pacquiao’s fights.