As many eagerly await to see who will win Saturday's fight between boxers Manny Pacquiao and Floyd Mayweather, Tecate has already won by association with the big event. The beer brand beat out Corona by paying $5.6 million to serve as the title sponsor -- and in terms of awareness, it is turning out to be money well spent, according to Amobee Brand Intelligence.
Half (49%) of the digital social conversation around Tecate between March 29-April 29 was related to the Pacquiao-Mayweather fight, meaning Tecate has nearly doubled its digital footprint as a result of the association.
The fight's location -- the MGM Grand Hotel -- is another big winner. Ahead of the Pacquiao Mayweather fight, digital chatter around the MGM Grand has increased 81% in the last month, comparing March 29-April 29 to February 25-March 28. In fact, 74% of all MGM Grand consumption between March 29-April 29 was directly related to the Pacquiao-Mayweather fight, showing the level of online exposure hosting a major sporting event can provide, says Amobee.
By comparison, only 3% of MGM Grand consumption was related to UFC 189, which will be held at the MGM Grand on July 11, 2015. This means that while conventional wisdom is that Mixed Martial Arts (MMA) has replaced boxing as America’s favorite gladiator sport, in least in this instance that’s clearly not the case, says Amobee.
Meanwhile, Mayweather loses out in terms of amplification of brand endorsements. Amobee didn’t detect any mentions of endorsements or their related brand associations tied to the boxer. Pacquiao, on the other hand, is proving to be beneficial to his sponsors Butterfinger and Foot Locker. Both brands were tied for having the most Pacquiao-related digital consumption between March 29 and April 29.