The Sept. 14 Floyd Mayweather-Canelo Alvarez pay-per-view boxing event could break the category’s all-time revenue mark, Golden Boy Promotions CEO Richard Schaefer told boxing writers Wednesday.
The PPV fight between undefeated champions Mayweather and Alvarez (pictured) will retail at an unprecedented price of $64.95 for the standard definition feed and $74.95 for high definition access. Schaefer said he’s confident that the fight will surpass the $132 million record PPV revenue take from the 2007 Mayweather-Oscar De La Hoya fight, which retailed back then at $54.95.
Schaefer cited the increasing buzz for the fight among operators and fans, a nearly 30 million increase in PPV households since 2007, and the fact that 70% of PPV boxing buys currently are at the higher HD price as indicators for a potential record-breaking performance.
“If you divide that number by the PPV price which we have here, we’re looking at a little below 2 million PPV buys to break the gross [revenue] record,” he said. "I am convinced it will be broken."
Shaefer also said the fight has an outside chance at breaking the 2.4 million PPV buy mark set by De La Hoya-Mayweather.
Showtime and Golden Boy will support the fight with an $80 million promotion and marketing campaign that will feature heavy promotion on CBS. The broadcast network this Sunday will run spots during its opening week lineup of live National Football League telecasts, according to Showtime.
CBS next week will also run promos in its primetime, late-night and VOD programming leading up to the fight, Showtime executives said.
Schaefer also said that boxing is on an upswing with consumers, citing a 2012 Scarborough Sports Marketing report that says one in four adults in the U.S. have interest in the sport, attended a fight or watch a match in the past 12 months -- an increase of 12% from 2011. In addition, 58% of consumers surveyed claimed they were boxing fans compared to 51% for the mixed-martial arts-based Ultimate Fighting Championship, according to the study.