Mayweather Packs Marketing Punch

Author: Kevin Walders
Published: May 09, 2012 at 1:39 pm

Floyd “Money” Mayweather received a guaranteed $32 million for his fight with Miguel Cotto this past weekend.  He will still make more through his promotions company and a portion of pay-per-view sales.    Besides the efforts of his company, Mayweather Promotions, the champion boxer makes sure that even if you’re not watching him fight, you hear about it somehow. 

If you weren’t watching, or somehow haven’t heard yet, “Money” was joined by superstars Justin Bieber and rapper 50 Cent en route from his locker room to the ring.  Both members of his entourage were holding his previous championship belts

Having your entourage join you to the ring is one thing, but having Justin Bieber (a clear outcast) is another. 

Throughout the fight I was on Twitter watching the trends. “Mayweather vs Cotto” and each round was trending, but not number one.  Number one was “Justin Bieber and 50 Cent”.  This lasted throughout the fight and after once they rejoined him in celebration in the ring, where rapper Lil' Wayne joined in as well.  It’s safe to assume that the majority of Bieber fans are not boxing fans, so “Money” was able to reach an audience he never would have gotten without Bieber, and without social media.

Before the fight, Bieber also tweeted “#MayweatherCotto” to his 21.5 million followers.  This was a joint promotional effort, however, as Bieber released the video for his newest single “Boyfriend” just two days prior to the fight.  The night of the fight, the video reached 8 million views on YouTube. 

As both parties saw a win-win, we will see if this partnership lasts through Mayweather’s 90 day jail sentence which begins on June 1. 


Referring Articles:

and Bieber’s twitter,


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Article Author: Kevin Walders

I am Kevin Walders, a student of Marketing and Philosophy at Niagara University in Niagara Falls, NY. My writing is focused on trends in the marketing industry, current marketing schemes, and the interaction between society and new marketing techniques. …

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