• The New York Times, Monday, May 9, 2011 10:02 AM

Just off his latest one-sided win (this past weekend against Shane Mosely) the best-known boxer worldwide since Muhammad Ali -- Manny Pacquiao -- now also has marketing muscle.

Boxers don't typically get the kind of super-lucrative deals one sees in other sports, and part of that is endemic to the sweet science. But, in Pacquiao's case, an added problem was that there was no single person in his corner making decisions and taking calls from brands. No longer. His camp has hired Lucia McKelvey, its new EVP handling business development and marketing for the Filipino phenomenon. Ironically, she has no experience in boxing (she was formerly at IMG Golf). That may be a point in her favor.

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