Pacquiao lands $1-million HP global endorsement deal
MANILA, Philippines—Silicon Valley tech giant HP is hoping that the global appeal of Filipino boxing icon Manny Pacquiao can help boost the company’s sales in the tablet computer sector currently dominated by trendsetter Apple Inc.
Pacquiao’s first global endorsement deal, estimated to be worth $1 million a year, was reported on the website of his promoter Top Rank ahead of his WBO welterweight championship fight against Shane Mosely in Las Vegas on Saturday (Sunday in Manila).
HP’s new 9.7-inch TouchPad computer, which will hit stores later this year, is expected to go head-to-head with Apple’s widely successful iPad 2 Tablet launched last April.
The campaign will include television, radio, print, outdoor and billboard components, all of which will feature the fighter and run globally, Singaporean marketing website CampaigninSingapore.sg said.
HP’s local office refused to confirm the deal sans an official announcement by its US head office.
To eliminate confusion
Article continues after this advertisementTop Rank said many potential sponsors had expressed frustration at their inability to sign a personal endorsement deal with the boxer. This was due to the confusion on which entity represented Pacquiao in international advertising deals.
Article continues after this advertisementUp until signing the deal with HP, Pacquiao’s endorsements were limited to the Philippines.
“We’ve heard frustrations from many companies about their inability to explore personal endorsement and/or corporate branding opportunities with Manny Pacquiao,” Top Rank CEO Bob Arum and president Tod DeBoef said on the company website.
Top Rank said that to eliminate confusion, marketing veteran Lucia McKelvey was hired as point person on all commercial opportunities for Pacquiao.
The HP deal was signed through agency William Morris, which approached HP when it learned the brand was looking for a select group of high-profile entertainers and athletes to feature in the campaign, according to a report by Sports Business Daily posted on the Top Rank website.
Top Rank also recently signed a licensing deal for Pacquiao that will place his name and likeness on a line of vegetables from San Antonio-based company State Street Produce, which distributes to restaurants across the United States.
State Street will rename its product “Pacquiao’s Produce,” McKelvey said.
“Pacquiao’s face will appear on bags, boxes and delivery trucks,” Sports Business Daily said.
