• Mediaweek, Tuesday, December 2, 2008 9:30 AM

HBO is charging viewers $55 for the Dec. 6 boxing match between Oscar De La Hoya and Manny Pacquiao. It is also lining up sponsors that will offer rebates on that fee, so fans could end up paying little to nothing to see the fight. It's one way HBO is trying to get around a rough economy.

Two sponsors are effectively underwriting the event, each offering $20 rebates that can be applied to a subscriber's cable TV bill. Consumers who purchase a 12-pack of Tecate beer in one of 4,500 participating retail outlets will be eligible for a $20 rebate. Coca-Cola's Full Throttle energy drink is providing a similar promotion.

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