Mayweather contre Pacquiao, le business du match du siècle

Le monde de la boxe, et le monde du sport, n’a pas connu pareille confrontation depuis des années. On ne parle pas ici des Real-Barça mais d’un combat de boxe, digne des matchs de Muhammad Ali dans les années 1960. A ma gauche, 36 ans, originaire des Philippines et 41 millions de dollars empochés en 2014, je vous présente Manny « Pac Man » Pacquiao. A ma droite, 38 ans, Américain et sportif le mieux payé en 2014 avec 105 millions de dollars : Floyd « Money » Mayweather Jr. Si ces chiffres vous font tourner la tête, ce n’est rien comparé à ce qui va suivre.

Le marketing monte sur le ring

Si l’opposition entre ces deux monstres du noble art fait rêver les puristes, le combat se distingue surtout par son impact marketing. Les deux boxeurs vont ainsi récolter un pactole global de 400 millions de dollars, divisé à 60/40 en faveur de l’américain, invaincu en 47 rencontres !

Le combat a d’ailleurs déjà débuté en terme d’extravagance, les deux boxeurs exhibant tour à tour leur fortune sur les réseaux sociaux. La dernière folie en date ? Le protège-dent de Mayweather pour le combat, d’une valeur de 25 000$, sera composé de diamant, d’or et de billets de 100$. Vous comprenez pourquoi on le surnomme « Money » maintenant ?

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Évidemment, face à un tel événement, les marques ont enfilé les gants afin de participer à la fête. Ainsi, c’est Showtime et HBO qui ont gagné le droit de diffuser l’affrontement. Il faudra débourser 89$ en Pay-per-view pour avoir droit de s’asseoir sur son canapé en regardant le combat, et 99$ pour la diffusion haute définition. Avec 5 millions de téléspectateurs attendus, on imagine que les deux chaînes se frottent les mains.

La marque de bière Tecate, propriété de Heineken, a payé une somme record de 5,6 millions de dollars afin de figurer comme sponsor du combat, mettant KO la marque Corona, bière importée numéro 1 aux USA, qui avait formulé une offre restée secrète.

Are you Team Pacquiao or Team Mayweather? Tell us why using #MyBoldOpinion

Posted by Tecate on Tuesday, 31 March 2015

Enfin, si l’envie vous prend d’aller voir cette confrontation historique au MGM Grand Garden Arena de Las Vegas, il vous faudra débourser entre 5 000 et 20 000$ pour obtenir un ticket. A ce prix là, il vaudrait mieux que le combat dure un minimum.

Tout compte fait, si les deux hommes ne sont plus au top de leur forme d’un point de vue sportif, ils n’ont jamais été aussi « bankable » qu’aujourd’hui. Rendez-vous dans la nuit du 2 au 3 mai pour l’affrontement entre ces deux légendes de la boxe.

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