HBO's new multi marketing of boxing

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HBO Puts Marketing Muscle to Work
By R. Thomas Umstead -- Multichannel News, 9/5/2011 12:01:00 AM EDT

HBO Sports senior vice president Mark Taffet told Multichannel News programming editor R. Thomas Umstead about HBO’s marketing efforts, fall PPV boxing plans and how Fox Sports’ recent deal with the Ultimate Fighting Championship may affect televised boxing.

MCN: How important is it for HBO and for the sport of boxing to be able to call on the network and digital assets at Turner to promote and market the Mayweather- Ortiz and Pacquiao-Marquez fights?

Mark Taffet: The Turner networks are among the most widely distributed and most-watched networks anywhere. It is a tremendous win-win situation for the sport, for the fans and for affiliates to have some of the Turner networks involved in the Sept. 17 Mayweather-Ortiz and the Nov. 12 Pacquiao-Marquez fights, whether from a programming or advertising perspective. We are very proud of the association and know it will benefit the sport and the events.

MCN: It looks like the partnership is beginning early, with CNN set to air HBO’s 24/7: Mayweather/Ortiz series. Will any other Turner or Time Warner assets be used for the marketing of the Sept. 17 Mayweather-Ortiz fight?

MT: For the Sept. 17 Mayweather-Ortiz fight, we have a number of innovative and impactful new initiatives at HBO and at a number of Time Warner divisions. HBO will debut four episodes of 24/7 [each Saturday beginning on Aug. 27]. HBO will also be televising a new program, 24/7 Overtime Live, on Sept. 16 live from [fight venue] MGM Grand in Las Vegas immediately following the premiere of the final episode of 24/7. CNN will replay all four episodes of 24/7 in the weeks leading up to the fight. There will be advertising in [Time Warner-owned] Fortune, Essence and Sports Illustrated magazines and on a number of entertainment and news programs on TNT, TBS and CNN. There will be advertising on websites like Time.com, SI.com, CNNMoney.com and Fortune.com and on Major League Baseball telecasts on TBS, as well as fight-related video assets on CNN.com, SI.com, PeopleEnEspanol.com, HBO.com, HBO On Demand, and the HBO Go platform.

MCN: What was your reaction to Fox Sports’ multiyear deal with the UFC to offer the mixed-martial-arts company’s fights on the Fox broadcast network? Does that added TV exposure for the UFC give it a leg up on boxing, in terms of drawing new viewers and fans to the sport?

MT: I didn’t really have a reaction. In today’s television, entertainment and sports marketplace, consumers regularly have a multitude of choices every night of the week all throughout the year. We have regularly and successfully televised PPV mega-fights in this environment, and we are excited about and committed to continuing to generate these results for many years to come. We are bullish on the future of boxing.

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I havent seen many promos