Filipino champ Manny Pacquiao has signed the biggest endorsement package yet in the history of Philippine advertising when he inked a deal with San Miguel Corporation amounting to more than R100 million, including a ‘’lifetime’’ pact and – don’t look now – a Pacquiao ‘’brand,’’ reports revealed.
At 27, Pacquiao cements his fame not only as the most popular Philippine boxing icon of all time, but certainly one of the richest young men in the country.
Although San Miguel refused to disclose the exact amount, an official who requested anonymity, confirmed that the multi-million peso deal has exceeded that of the late Fernando Poe Jr’s, who was San Miguel’s biggest endorser before the advent of Pacman.
The deal also covers the boxer’s lifetime partnership with the giant food and beverage company, and the birth of the ‘’MP’’ franchise in exchange for Pacquiao pitching for SMC, the said official confirmed.
Not since FPJ has San Miguel closed a deal of this magnitude. But this time, sources said, the ‘’lifetime’’ component has made the contract is definitely bigger.
Officials termed it a “one-of-a-kind deal, making Pacquiao the biggest endorser ever tapped by San Miguel.”
SMC will be behind Pacquiao’s ‘’MP’’ brand which will mean that the giant corporation is to support even Pacman’s business ventures and will render its name, credibility and stability to the sports icon. Support from SMC also includes a national and Asia-Pacific tour and sponsorship of every boxing match Pacquiao will be doing from hereon in. SMC will also provide a lifetime insurance program for Pacman.
HOTTEST ENDORSER
In the recent match between Pacquiao and Mexico’s El Terrible Erik Morales, the Pinoy boxer, an ex-panadero (bread maker), was chided for wearing the most expensive shorts, reportedly in the amount of P5 million.
Why not when each logo on the shorts that Pacquio wore during the fight reportedly had a corresponding price. The logo of ‘’Motolite’’ was strategically placed at the back and reportedly commanded the highest price.
Also among other products Pacquio endorsed via ‘’the most expensive shorts of all time’’ were No Fear, Cafe Puro.
The boxer also endorses products such as Darlington socks, Alaxan, and Circulan supplements.
With all these, it is evident that the boxing champ is today’s hottest celebrity-athlete endorser.
From socks and energy drink to a carrier single off a debut album, Pacquiao qualifies as the most viable endorser of the moment.
PACMAN THE ENTERTAINER
Aside from the aforementioned, SMC also extends a hand to Pacman’s entertainment endeavors as an actor, performer and recording artist.
Now that Pacquiao is slated to do movies, San Miguel products will most likely ‘’subtly’’ weave and in out of the scenes in the said films. We also will not be surprised if a new SMC jingle will air in the near future, to be sung by, who else, but the main man himself.
San Miguel trusts Pacquiao that much.
“He deserves the offer because of the honors he has earned for the country,” SMC officials said.
SMC president and chief operating officer Ramon Ang told the media, “This agreement is in recognition of an excellent athlete who deserves the credit and reward for making our country proud and putting back the Philippines in the world map.”
Although other details of the deal have yet to be concretized, Pacquiao is sure to endorse San Miguel’s beers, beverages and food brands. It will be recalled that he had done a Ginebra San Miguel commercial for SMC.
