We were in Anilao, Batangas during the Marquez-Pacquiao boxing rematch last March 15 joining millions of Filipinos gathered to their television sets to watch the fight over GMA 7 and Solar Sports channels. Others opted to watch it live in several cinemas on pay-per-view minus repetitive Pacquiao TV commercials.
Pacquiao TV commercials.
Apparently, Manny Pacquiao is such a huge name in the Philippines most companies would kill each other for to get him associated with their brands. If you saw last week’s fight on GMA 7, you know what I am talking about. In almost everything, there’s Pacquiao – from hamburger, beer, ice cream, distilled water, karaoke microphone, cellular network, pain relievers, shirts to socks. He is also into recording and sold his albums to fanatics. GMA 7 also gave him a TV program to host. There’s a movie, too. And last year, Nike got him to shoot a commercial.
I don’t think Tiger Woods had that much liberty to stamp his name on every brand that came across his sight. He is a bigger star than Pacquiao, scandal-free, clean cut and good-looking, but he seemed content with his multi-year million dollar contract endorsing Nike apparel from golf balls, shoes, caps to shirts and pitching products from brands such as American Express, Buick, Electronic Arts, Accenture and Tag Heuer. In all of these, you’ll never catch him without Nike as his uniform. Nike and Woods have become synonymous.
It’s all about branding and this is where the two superstars differ by miles. Tiger Woods cared about his image and is particularly loyal to one brand. Manny Pacquiao is seizing every money-making opportunity in his prime. He has an entire nation to feed just in case. Tiger Woods does not. I think Pacquiao has just reasons if we soon find local cookware carrying his name.
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