Companies win in fight despite Pacquiao defeat
EMMANUEL “Manny” D. Pacquiao may have lost to American fighter Floyd Mayweather, Jr. last Sunday but he — and local companies which supported him — didn’t exactly end up holding empty bags.
After all, several companies were able to capitalize on the fight allowing them to connect to their customers, boost brand awareness, and help others lift their spirits.
Mr. Pacquiao’s latest ring encounter with Mr. Mayweather showed that he “had a “big fighting heart, determination, willingness to work,” East West Bank Chief Executive Officer Antonio C. Moncupa, Jr. said in an interview.
These are the same qualities that prompted the Philippines’ 14th largest lender in asset size to get him as an endorser, Mr. Moncupa added.
“We signed him to communicate to the public what we want to be, which is to become a poundfor- pound champion bank by mirroring his core values,” Mr. Moncupa said. “He fought well against Mayweather. They were both well-prepared and executed their game plan. But somebody has to lose and it is just that.”
Mr. Pacquiao remains a winner because he gave his all, which fundamentally is the most important thing, and only reaffirmed the bank’s support for the People’s Champ, Mr. Moncupa said.
AirAsia in the Philippines tells a similar story.
Choosing Pacquiao as a brand representative has been “a perfect partner” for the airline, its President Marianne B. Hontiveros said in an interview.
“It has been great. Pacquiao is self-made. Man of the masses. In spite of the heights he has reached he remains humble,” Ms. Hontiveros said. “He’s a perfect partner for us because that is what we aspire to be. We want to be for the people. We don’t ever want to be on the state of being arrogant. We are inspired by him and we hope we can emulate what he has achieved as well,” she added.
In the run-up to the megafight, AirAsia honored its endorser Pacquiao with a livery in one of its aircraft.
The livery, the first of its kind in the country, was done primarily to celebrate Mr. Pacquiao as a fighter and a person, AirAsia Philippines Chief Executive Officer Joy D. Cañeba said.
The livery will be on the aircraft for a year regardless of the outcome, the officials said.
Meanwhile, despite the lack of an endorsement deal with Mr. Pacquiao, insurer Pru Life UK has capitalized on the fight to inspire Filipinos — especially those in marginalized and/or disaster-hit areas.
The company sponsored a live-viewing of Sunday’s megafight in depressed areas — including one on Bantayan Island in Cebu province, among the areas hit by Yolanda — believing the move could “lift Filipinos’ spirits.”
“We want to lift the spirits of those fighting to recover from typhoon Yolanda,” Antonio Manuel de Rosas, president and chief executive officer of Pru Life UK, said in a statement. “We are excited about the fight, but more than that, we are inspired by every Filipino fighter from all walks of life. We saw the opportunity to bring the fight to those who do not have access to it and cheer on the ‘ People’s Champ.’”
The live-airing of the fight was also in line with the company’s corporate social responsibility thrust of helping poor communities, said Belle S. Tiongco, chief marketing officer of Pru Life UK, in an interview.
“We are into helping people and we realized that showing the biggest sporting event of the year could help in inspiring the communities we are helping,” she said.
The Mayweather-Pacquiao fight is the richest fight in history with earnings topping $400 million.
Mr. Mayweather now sports a 48-0 record, one shy of tying the all-time record of 49-0 of American heavyweight legend Rocky Marciano.
Mr. Pacquiao, meanwhile, dropped to 57 wins, six losses and two draws. Metro Davao