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MIKE REYNOLDS
The heavy lifting is about to begin on the promotion for the upcoming heavyweight title tilt between Lennox Lewis and David Tua.
Billed as "The Royal Rampage," the bout, airing on TVKO Nov. 11 from Mandalay Bay in Las Vegas, is being backed by a barrage of marketing/media support. TVKO is confident the fight will sell well. The brawl pits the champion, 37-1-1 (29 KOs), Lewis against the mandatory No. 1 challenger Tua, the Samoan whose 37-1 ring resume is highlighted by 32 KOs.
"The public and the boxing writers have been very responsive to Tua and recognize that he is a formidable foe for Lennox," says TVKO GM Tammy Ross. "Tua is a real challenge to Lewis' crown, and we have been spotlighting him in the promotion. We expect the fight to do very well."
The tale of the rate card tape shows that operators executing four marketing tactics and running 400 cross channels in certain time periods - 6 p.m.-1 a.m. weeknights, 12 p.m.-1 a.m. weekends - and on certain networks - ESPN, CNN, TBS, TNT and Telemundo, among them - can derive 45% of the revenue.
Meanwhile, those who don't engage in any marketing will reap 35% of PPV take. For its part, title sponsor Budweiser has secured spots on ESPN's NFL coverage.
TVKO's own TV schedule includes buys on ESPN's SportsCenter and Friday Night Fights, NBC's NASCAR racing, and TBS and TNT's NBA coverage.
Expanding its push into the time-buy arena, TVKO has secured placement for a half-hour preview show in 14 markets. Most of the slots are 2:30 p.m. on the day of the fight, when the program will lead into CBS' college football coverage
Relative to the Web, the network will relaunch a refurbished TVKO.com, while ESPN.com is building a special section for the bout. AOL, meanwhile, will host chats with the fighters Nov. 8 and link its users back to TVKO.com
On the radio side, TVKO has bought time against NHL hockey, CBS Network programming and plenty of sports talk stations.
TVKO has developed co-op print and radio programs with MSOs in 42 markets. Radio trip give-away promotions are also on tap in 15 markets. As it has done for other sports, USA Today, in what will be a first for the sweet science, will run a two-page special boxing section Nov. 10 in which TVKO will run a half-page ad.
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