New York -- TVKO is aggressively marketing its Feb. 13
Oscar De La Hoya-Ike Quartey fight as it contemplates a future pay-per-view deal for
"Golden Boy" De La Hoya.
Billed as one of the most anticipated
welterweight-championship fights in years, De La Hoya-Quartey was originally scheduled for
November. De La Hoya, however, suffered a cut during training, forcing the fight's
postponement until Feb. 13.
But the efforts to market the November date have made it
easier for TVKO to push the fight.
"We had a thorough marketing plan in place for
November, so there was a lot of the promotion and publicity in the market to build the
fight, as well as Quartey," said Mark Taffet, senior vice president of distribution,
marketing and operations for TVKO.
"The postponement actually turned out to be an
advantage because we've had more time to market the event," Taffet added.
Anheuser-Busch Inc.'s Budweiser Beer and MoneyGram
will be co-sponsors of the fight, and they will provide national broadcast and cable
spots, said Dan York, vice president and general manger for TVKO.
TVKO will also provide live radio remotes from the venue
for radio stations around the country, including the Westwood One Radio Network, York
said. Operators will receive a 30-minute preview show to run on barker and stand-alone
Sports Illustrated will run a feature on Quartey, as
well as an "advertising profile" on De La Hoya, during the week of the fight.
While operator support for the fight in Hispanic markets is
very strong, TVKO said operators in non-Hispanic markets are starting to step up their
"The marketing support provided by TVKO and operators
continues to rise as De La Hoya's star rises," York said.
The undercard will feature former welterweight champion
Frankie Randall taking on Oba Carr, with the winner slated to fight De La Hoya later this
year. Also, World Boxing Council junior featherweight champ Eric Morales will face Angel
Chacon, TVKO said.
Butterbean and popular women's fighter Mia St. John
will round out the card.
The fight represents the last of a multifight De La Hoya
PPV deal, but TVKO is confident that it will come to terms with the industry for future
events featuring the fighter. It hopes to schedule De La Hoya PPV events in September and
December, Taffet said.