Categories: world

The Night Canelo and DAZN Took Over New York

By Corey Erdman NEW YORK, NY-Walking Up Seventh Avenue in Manhattan on Saturday Night, Madison Square Garden glowed a bright red, green and yellow, blending perfectly with the city's garland and holly-dripped holiday paradise in the garment district. Yet, it was evident to anyone with mild perceptive abilities that the arena was not adorned to spread yuletide cheer, but to celebrate Mexico's finest boxer, Canelo Alvarez. It's difficult to carve out space in the overall public awareness of New York. Det er for mye å gjøre, for mye å se, for mye plass til en enighet eller event å virkelig "ta over" byen. Men i den mile radius omkring den verdens mest berømte arena i det minste, det var unmistakable at Canelo var i byen. Temporarily, Yankees fitted caps and Knicks jackets gave way to headbands and ponchos with Canelo insignia as the fashion du jour. Every empty inch of billboard and signage space was scooped up advertising the middleweight champion and his new home, premium streaming service DAZN. As the images of Canelo were loomed down over the city, you wondered if the man in the picture realized the gravity of what he'd accomplished, going from a poor kid selling popsicles and ice cream to a global star. It's no small feat to perform at Madison Square Garden, let alone sell it out. Concerts at MSG are reserved for the top notch live event ticket sellers in the world-pop megastars like Drake and Taylor Swift, or iconic legacy acts…

By Corey Erdman

NEW YORK, NY-Walking Up Seventh Avenue in Manhattan on Saturday Night, Madison Square Garden glowed a bright red, green and yellow, blending perfectly with the city’s garland and holly-dripped holiday paradise in the garment district. Yet, it was evident to anyone with mild perceptive abilities that the arena was not adorned to spread yuletide cheer, but to celebrate Mexico’s finest boxer, Canelo Alvarez.

It’s difficult to carve out space in the overall public awareness of New York. Det er for mye å gjøre, for mye å se, for mye plass til en enighet eller event å virkelig “ta over” byen. Men i den mile radius omkring den verdens mest berømte arena i det minste, det var unmistakable at Canelo var i byen. Temporarily, Yankees fitted caps and Knicks jackets gave way to headbands and ponchos with Canelo insignia as the fashion du jour. Every empty inch of billboard and signage space was scooped up advertising the middleweight champion and his new home, premium streaming service DAZN.

As the images of Canelo were loomed down over the city, you wondered if the man in the picture realized the gravity of what he’d accomplished, going from a poor kid selling popsicles and ice cream to a global star. It’s no small feat to perform at Madison Square Garden, let alone sell it out. Concerts at MSG are reserved for the top notch live event ticket sellers in the world-pop megastars like Drake and Taylor Swift, or iconic legacy acts such as Billy Joel, Elton John and the Eagles. Flashes in the pan do not get MSG dates, and if they do, it’s in the neighboring Hulu Theater, not the big arena. To get the big room, you have to be an institution, a brand.

Boxing has always offered the opportunity for immortality. Een kan een sterk argument dat de meest belangrijke sportcijfers ooit zijn alle boksers, en als u de discussie uitbreidt tot niveau’s van infamy en huner verdiensten, boksers vinden zich op deze lijsten zo goed. As the years went on and boxing drifted from page A1

of the sports section and the lead block on SportsCenter, fewer fighters saw their status grow beyond “boxing famous.”

Seeing the outpouring of support for Canelo in New York City, it became evident that in addition to being the richest boxer since Floyd Mayweather, he is also the most beloved since Manny Pacquiao.

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Inside the Garden, there were merchandise stands every 200 feet. Though the fight card was considered stacked in terms of fighters recognizable to fight fans, just one fighter had any merchandise available-Canelo. Met andere woorden, voor de andere wereldkampioenen op de rekening, was het niet even financieel feasibel om producten te printen met de hoop van het verkopen. There was only one fighter whose shirts and hats were interested in buying.

Among the legions of fans in the seats were one of the famous variety. And not the kind one often sees placed ringside to simply promote the given network’s upcoming drama, the kind that could not ride the subway without being hounded. Legitimately famous people, including Bruce Willis, Nick Jonas, Gina Rodriguez, and three of the biggest Latin music stars of today, J Balvin, Bad Bunny and Prince Royce.

On this night, it became evident. Canelo fights are now a cultural event. Like those who had headlined the Garden before him, everyone in attendance wanted to hear the hits, and Canelo played nothing but in his three-round trouncing or super middleweight titleholder Rocky Fielding. Der var ikke nogen groans eller skuffelse, en folkemange kan til tider komme ud om de føler at kampen er farcical eller en fighter har ikke fought hard nok for deres smak. Just pure elation, like a crowd hearing their favorite songs they had heard a million times before, a celebration in familiarity.

It should have been a clue that Fielding’s most useful marketing tool leading up to this fight was his first name. There was not much in his highlight reel that jumped off the screen to the layman-even his title-winning stopage of Tyron Zeuge did not look too menacing on film. That was not lost on hardcore boxing fans, and probably did not drop casual fans either, yet they did not care. There was not any animosity towards Fielding among Canelo supporters, and in fact, as the underdog walked to the ring, fans sang “Sweet Caroline,” his entrance song, in unison.

“When I was marketing this fight, I Did not say that this was the toughest fight for Canelo, and I did not say that it was the easiest. I said that this was an opportunity to make history, “said promoter Oscar De La Hoya.

The history made, of course, was Canelo headlining the Garden for the first time, but also becoming the latest Mexican fighter to capture a world title in a thirdweight class. But the biggest story outside of the people who had tickets to the live event was that it was Canelo’s debut on his new streaming home.

One of the concerns expressed by the boxing audience was that with $ 365 million already guaranteed to Canelo and the checks printed, that it would be easy for parties involved to be complacent. DAZN gets their star and Golden Boy gets their money. The DAZN party line has been that “pay per view is dead”, but one thing PPV forced promoters to do was promote, because a big fight with only a handful of buys is a financial disaster. Men, ingen kamp i nyere minne har haft mere penetration i form av mainstream marketing enn denne. The aforementioned billboards, the Michael Buffer commercial that aired on every channel under the sun, the street teams and media pushes in Canada and the United States-the event was unavoidable.

Though one can not predict the future, boxing’s past tells us that two things are true. The sport is at its healthiest when it has a mainstream star and when the most number of fights are made easily available. In Canelo and DAZN, it would seem we have both.

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