Manny Pacquiao is in the threshold of transcending borders to become a global icon and his business manager Eric Pineda said yesterday the world’s No. 1 pound-for-pound fighter is just scratching the surface of his media potential as a marketing symbol.
Pacquiao’s recent demolition of ring legend Oscar de la Hoya was his “arrival” statement, added Pineda, and it has brought world-wide attention to his stature as a charismatic athlete in the class of a Kobe Bryant, Roger Federer and Michael Phelps.
San Miguel Corp, PLDT Smart and Nike are among Pacquiao’s sponsors and their multinational presence got a major boost with Pacquiao’s win over De la Hoya in a sensational upset in Las Vegas last Dec. 6.
“Manny is grateful to the sponsors who’ve backed him up from Day One,” said Pineda. “Now, we’re seeing the doors open for Manny as a global endorser. But as he grows bigger in stature, he’ll never forget the sponsors who’ve been supporting him from the start.”
Pineda said one of the first business executives whom Pacquiao visited upon his arrival from Las Vegas was San Miguel Corp. president Ramon Ang.
“It’s a lifetime partnership that Manny has with San Miguel,” said Pineda. “We’re very thankful to (chairman) Mr. (Eduardo) Cojuangco and Mr. Ang for their support. Their vision for Manny goes beyond boxing and Manny truly appreciates their faith and confidence.”
Pineda also thanked PLDT Smart.
“”Manny was specially proud of the Smart logo as the only Filipino company amid all the Mexican logos on the ring mat and top banners,” said Pineda.
PLDT chairman Manny Pangilinan, in a text message to Pineda, said: “It is truly our privilege and pride to be with Pacman at the fight ring. Please convey to Manny our many congratulations for a superb performance. We join the entire nation in joy over our best Filipino athlete ever.”
PLDT Smart was represented in Las Vegas by senior vice president Ricky Vargas and Sports executive director Patrick Gregorio.
Nike expressed its faith in Pacquiao by coming out with huge billboards and a new T-shirt design before the fight. Representing Nike in Las Vegas were country marketing head Mae Dichupa and marketing services manager Tony Atayde with five US executives from the Beaverton, Oregon, head office.
The new T-shirt design includes the specially-made Pacquiao identity crest with his graphic image as the main focus taking inspiration from his athletic achievements with the inscriptions “The Heart of a Champion” and “Four Titles: One Man” bannered in front and “Just Do It” encrypted at the back.
The T-shirt is available in two colors, red and white, and available in Nike stores nationwide at the standard retail price of P895. The limited edition made-in-Malaysia T-shirt has become a collector’s item.
“Manny has achieved great heights as an athlete and has been catapulted as an icon into the international boxing scene,” said Dichupa. “On its third year of partnership, Nike is proud and privileged to have him on the company’s roster of athletes.”
Nike campaign billboards were put up at EDSA Santolan an C-5 to rally motorists and the public for Pacquiao’s fight against De la Hoya.
Pineda said he expects Pacquiao to fight twice next year, possibly Ricky Hatton in England in May or June and Floyd Mayweather, Jr. in December.
“Hatton can fill up the Wembley football stadium with at least 60,000 fans,” said Pineda. “We’re not sure about the future of pay-per-view in the US because of the proliferation of internet hackers but if we can generate at least a million hits in the US and another million in England, we might be able to set a new world record for pay-per-view in boxing. Ticket sales alone will be a major revenue contributor because of the capacity of Wembley Stadium.”
Pineda recalled that when Hatton fought Mayweather in Las Vegas, some 30,000 English fans flew in to witness the bout.
“Manny’s plans for 2010 are still up in the air,” said Pineda. “That’s his call. He’s too young to run for senator which has a minimum age requirement of 35. If he decides to run for public office, he may or may not continue boxing. He might still decide to fight, maybe once a year, to stay in the boxing limelight.”
Pineda said he figures Pacquiao could continue fighting until he’s 35, like De la Hoya, provided he doesn’t burn out from a gruelling schedule.
Against De la Hoya, Pineda said Pacquiao was at his best.
“He prepared hard for it and he knew exactly what to do to win,” said Pineda. “In his first few weeks of training, he concentrated on strength and conditioning to carry the added weight. Then in the last five weeks, he worked on his speed. With Freddie (Roach) in control, the gameplan was foolproof. De la Hoya just couldn’t cope with Manny’s speed and power.”
In the dressing room before walking up to the ring, Pineda said Pacquiao exuded confidence.
“We were in the dressing room with him,” recalled Pineda. “We were nervous and quiet. But Manny told us not to be nervous, that he would win. Fr. Marlon (Beof) led the prayers. Manny reminded us that God is on our side and he would never let down our countrymen.”