Casimero the world champ

He has done it again. And he’s willing to do it again even if he’d like to do it some other way. He is Johnriel Casimero. He’s the International Boxing Federation light flyweight champion of the world who just defended his belt last Sunday via a one-sided unanimous decision win over Luis Alberto Rios of Panama in a fight held in Panama City. Did you hear about it? Do you know Casimero? If you did, you’ll also drool at the fact that his past three fights have been held overseas, including the infamous fight in Argentina where he won the world title and was mauled after the fight when the hometown fans couldn’t accept that their “manok” lost.

For the record, Casimero is one of three Cebu-based world champions, along with WBO light flyweight champ Donnie Nietes and WBO interim minimumweight champ Merlito Sabillo. Nonito Donaire (super bantamweight) and Brian Viloria (light flyweight) are the other Pinoy world champs. Call it a twist of fortunes or one of boxing ironies, but Casimero isn’t that well known yet in the Philippine mass market even if he’s a world champion. Among the five world champs, Casimero doesn’t match up with Donaire, Viloria and Nietes in terms of popularity. But he’s a legitimate world champ just like the others. Sad, isn’t it? Unlike the Cebu-based Nietes and Sabillo, Casimero’s path to the world title was steeper and more complicated. Without the backing of an outfit like ALA Promotions, Casimero has had to rely on Sammy Gello-ani’s partnership with Sampson Lewkowicz to get things done outside the country. Without a local support group, overseas has been the way for the kid from Ormoc. And like the many topnotch Pinoy OFW’s, he has made the country proud. But will he forever be an OFW boxer? When will he finally get a chance to strut his stuff at home?

The next logical wish is that Casimero defend his title on home soil. But the problem still remains. Is there a TV network willing to support the venture? Are there sponsors willing to step up to foot the bills for a not so cheap endeavor? The dilemma here is that while Casimero is a world champ, he still isn’t well known among Pinoys. And this is crucial for TV networks and big sponsors. No Casimero popularity means no audience. No audience means no sponsors. No sponsors means no world title fight at home. This is what Casimero’s handlers at the Omega Boxing Gym and SGG Promotions must work out asap. Casimero’s stock or brand has to be crossed over not only to the sports fans but to the common Pinoy on the street. At this point, it’s safe to say that not too many people are aware of Casimero’s feats, even if they’re heroic. Going overseas to fight in enemy country is not an easy task, but is the Pinoy aware of it?

We can’t help but compare Casimero to Donnie Nietes, Milan Milendo, Boom Boom Bautista or AJ Banal. Milan, Boom Boom and AJ are not even world champions yet they can draw the support of ABS-CBN because they already have a following among the masa. I’m not sure what kind of arrangement Casimero has with Omega Pain Killer, but I’d like to see the marketing arm of International Pharmaceuticals Inc. take advantage of the situation. They’ve got a world champ of a talent behind a product like Omega which is sold nationwide to a mass market. Both the Omega and Casimero brands have the opportunity to grow bigger. The big question is if they’re willing to invest in such a thrust. They must keep in mind that you don’t get popular just by fighting on top of a ring. They need to level up; do more, go out of the box.

When Bob Arum signed up Pacquiao, he talked about a Pacquiao who was “not so popular” and who needed to cross over to the American public. While the Pacman is a hero in the Philippines, he wasn’t that well known yet in the United States. Arum then went on a PR campaign to introduce Pacquiao to the American mass market. Pacquiao had guest appearances in TV talk shows and even sang on one of them. It wasn’t a case of whether or not he could sing. Arum’s PR crew just wanted to Pacquiao’s face on TV and in the minds of the American consumers. The rest is now history.

At the end of the day, will Casimero be remembered as a world champ without a mass base? And who never rose to get the respect that he deserves? It’s never too late and there’s so much more time. Let’s do this!

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Time-out: Today is Palm Sunday, a perfect time to reflect on Our Lord’s passion and death. May the Holy Week be an opportunity for all to get to know and love Our Lord more. >>> For the latest on the ThreeSixty Pharmacy Cup 2013, look up the page “ThreeSixty Pharmacy Cup” in Facebook.  >>> You can reach me at [email protected].