Top Rank Follows Through, Pacquiao’s Commercial Appeal Finally Growing
- Updated: May 5, 2011
Manny Pacquiao is the world’s best fighter and the sports most popular figure, but despite all that, there’s reason to believe that his commercial appeal in the United States, or even worldwide, is not being fully realized.
So when Pacquiao’s promotional outfit, Top Rank, took it upon itself to manage the Filipino boxer’s endorsement business, it obviously had that in its mind.
After a couple of months, it looks like the company is following through.
On the week of his big welterweight showdown with “Sugar” Shane Mosley, Pacquiao signed his first truly global deal, with one of the world’s biggest computer companies, Hewlett-Packard (HP).
HP, with its broad range of computer products, was looking for a celebrity figure to promote its new line of “tablet” computers, so when Top Rank learned of the vacancy, it submitted Pacquiao’s name for consideration. The Sports Business Journal was the first to report that after looking over its candidates, including high-profile athletes with conflicting commitments like basketball stars Kobe Bryant and Dwyane Wade, HP finally chose the Filipino boxer to be the face of its new tablet campaign. As a result, Pacquiao will be featured on HP ads that will run internationally on television, radio, print, and outdoor and billboard components.
Top Rank was able to score the deal via its selected agency William Morris, and it worked easily because Pacquiao’s existing contracts have been limited to the Philippines. Those limitations worked for the good this time, but in the past have been predicaments to the growth of Pacquiao’s commercial appeal. Top Rank stepped forward to arrange the structure of the boxer’s endorsements, and have now worked out a broadly structured agreement with HP.
Top Rank wouldn’t disclose the financial specifics, but stated that Pacquiao will receive HP Products and cash contributions to Pacquiao’s humanitarian works in his name.
Top Rank, though, announced another huge deal coming Pacquiao’s way.
State Street Produce, a Texas-based produce company with headquarters in San Antonio, has signed Pacquiao for its commercials that will run in the United States. The company supplies restaurants with product (grown from Mexico) all over the United States and is looking to expand their restaurant trade, especially at the retail level. To fully utilize Pacquiao’s name and face in growing their brand, they linked the boxer with a brand called “Pacquiao’s Produce”. The trade name will be used on advertising like in produce boxes, delivery trucks, and more. Pacquiao is set to earn a base compensation of $1 million over the course of the next three years as per the contract.
With his brand name growing, Pacquiao has now used it to massively launch a new cologne named “MP8: Scent of a Champion”. So-called because of his championship titles in eight weight divisions, the $55 cologne is described as “A top front punch of fresh bergamot, lemon, and citrus followed by combination punches of lavender, sage, vetiver, and a jab of nutmeg at the bottom.”
Furthermore, the fighter plays a singer as he released a CD titled “Sometimes When We Touch”, a collaborative effort with none other than the classic pop song’s composer, Dan Hill. This is nothing new to Pacquiao except that his previous musical projects were also limited to the Philippines, while this one is distributed in the United States.
Top Rank has nothing to do with that last one, but Pacquiao’s name is growing more and more nonetheless.