MANILA, Philippines – It isn?t just in the ring where Manny Pacquiao reigns as king. No Filipino athlete comes close to Pacquiao in media exposure as a commercial endorser and as his popularity continues to spread worldwide, he?s in line to become a global household name, too.
Early this year, Top Rank chairman Bob Arum hired a marketing specialist to repackage Pacquiao as an international icon. Lucia McKelvey, a stunning blond who previously worked with the International Management Group (IMG) managing celebrity athletes like Tiger Woods, came on board to focus on the Filipino champion. ?The world is his oyster and he is completely unsaturated,? she said.
McKelvey, designated executive vice president in charge of business development and marketing, said she needs Pacquiao as much as he needs her. ?I understand in the past, there were lots of people claiming to represent Manny in business deals and companies weren?t sure whom to talk to, resulting in confusion and botched negotiations,? she said. ?Now, it?s clear.?
