THIS is the mantra of Philippine media and corporate giants that have paid top money to ride on the highly anticipated battle between Filipino boxing sensation Manny Pacquiao and Mexican Erik Morales to boost their stock not only in the local market but also among cash-rich Filipinos working overseas.
Like Mike Tyson in his prime, the Pacquiao-Morales rematch is anticipated to deliver a knockout rating of between 40 percent and 50 percent which industry executives say is unprecedented for a sporting event involving a Filipino athlete.
Cashing in on the Filipinos’ overflowing passion for their hometown boy are Solar Entertainment Corp., owned by William Tieng; ABS-CBN Broadcasting Corp. and major sponsors—Talk N’ Text-Smart Communications Inc., Tanduay Distillers-Asia Brewery, and United Laboratories’ Alaxan and Revicon I-On energy drink) that are touted to end up as winners whether Pacquiao wins or lose.
Solar Entertainment, which has the rights to the boxing match from Bob Arum’s Top Rank Inc., reportedly paid a cool P5 million to ABS-CBN for a block time contract that would allow them to air the Pacquiao bout today on Channel 2 and simultaneously on its cable channel Solar Sports.
By shifting from RPN 9 (which has shown the blockbuster Pacquiao bouts previously), Solar Entertainment would boost its coverage by 10 percent with ABS-CBN’s network facilities and charge at least 30 percent premium over what it would have charged had it aired on the state-run TV station.
Jude Turcuato, Solar Entertainment Corp. vice president for marketing, says his firm agreed to ABS-CBN’s offer of a block time deal because it would not only allow more Filipinos to watch but it would also boost their image as one of the leading sports entertainment provider in the country.
Based on its rate card, Solar Sports charged P4.3 million for a major sponsorship package (the product mentioned after “Brought to you by…”), P2.75 million for a minor sponsorship package (“And in part by….”), and P1 million for participation. Turcuato says the package includes both the live broadcast and replay of the match including the undercard match.
“We have a 100-percent load,” crows Turcuato who says they had to turn down a number of companies who lined up to get into the program.
Peter Musngi, head of ABS-CBN’s sports division and Manila radio, says although the network rarely makes a block time contract, it decided to strike a deal with Solar Entertainment because it felt the Pacquiao match would be a nice follow-through punch after its popular Pinoy Big Brother show late last year.
“It’s more than the revenues or ratings. The fact the Pacquiao match is being talked about by Filipinos everywhere makes it the deal worth taking,” says Musngi. ABS-CBN is betting that the Pacquiao match, plus its Pinoy Big Brother, would enable it to regain the top spot it lost to bitter rival GMA Network in 2004.
Although all ad revenues from the match go to Solar Entertainment, ABS-CBN has been profiting nicely from the ratings surge in a number of its station-produced shows that have hyped the Pacquiao fever. “It’s a win-win situation for all,” Musngi says.
The advertising load is crammed mostly in the break between rounds—4 minutes of commercials are run after the end of each 3-minute round. (Boxers take a one minute rest each round). Which explains why a 12-round match stretches for more than an hour and a half on free TV. Turcuato says that part of the block time deal was for ABS-CBN to get 30 seconds of the 4-minute commercial gap.
Since Pacquiao has rabid fans among the A-B class who are willing to fork out money to see an uninterrupted broadcast of the fight, Solar and ABS-CBN have provided viewers with an option to watch at 41 cinemas at SM shopping malls (Megamall, North Edsa, Manila, Fairview, South Mall and Cebu) and Rockwell Power Plant Mall (tickets range from P300 to P500) and on pay-per-view on Dream Broadcast. Turcuato says the 40,000 tickets have been sold out as of Thursday.
Aside from the local market, ABS-CBN is targeting the overseas market, specifically Filipinos in the Middle East and Europe, where the fight will be shown on its overseas cable channel. “The response has been overwhelming especially in the Middle East where it is being offered as a pay-per-view option,” Musngi says.
With the Pacquiao match an eagerly awaited event not only in the Philippines but also in the world, Philippine Long Distance Telephone Co. has aggressively pushed to put its products as major sponsors of the match with Smart Padala and Talk N’ Text strategically placed on the neutral corners of the boxing ring and on the electronic time clock.
“We’re targeting overseas Filipinos with the Smart Padala and their families here with Talk N’ Text,” says PLDT spokesperson Ramon Isberto.
With experts predicting that easily half of the television sets in the Philippines would be tuned in to the Pacquiao match this morning, the Lucio Tan group had jumped on the opportunity to participate in the Pacquiao match by peddling its alcohol drinks (Tanduay Distillers Inc.) and beer (Asia Brewery).
“It’s as close as to what we will have as the country’s version of the Super Bowl,” says Wilson Young, president of Tanduay Distillers Inc., in reference to the annual championship of the National Football League which is used by American corporations to launch their latest products and fresh advertising campaigns.
For these media and corporate giants, Pacquiao is that rare breed of Filipino athlete whose popularity transcends his core base of supporters.
“Pacquiao is our generation’s Flash Elorde because of his charisma and fire that cuts across all sectors of society,” says Musngi.
“Pacquiao has captured the hearts and mind of Filipinos because of his fearlessness, hard work and determination,” says Isberto who noted that win or lose, Pacquiao would continue to be close to the hearts of Filipinos. “It’s how he fights in the ring and we all know he gives it his all every time.”
“We believe that it’s the boxing match of the decade and we’re just happy to be a part of this event,” says Young. “We will not hesitate to take him (Pacquiao) as our chief endorser if that opportunity comes.”
Pacquiao used to be an endorser of Ginebra San Miguel, the gin-making subsidiary of San Miguel Corp. which is noticeably absent from the Pacquiao match. A source says San Miguel’s advertising budget for sports has been tied to the Philippine Basketball Association.
Young says the Philippines has been thirsting for a hero, a modern day gladiator, and Pacquiao was the one who slaked this thirst.
But while Pacquiao might be able to boost the fortunes of media outfits and corporations, his popularity has failed to rub on his number one patron, President Macapagal-Arroyo.
