Floyd Mayweather: A Marketing Genius?

By Gavin Duthie - 04/24/2015 - Comments

Floyd Mayweather Work Out for the PressBy Gav Duthie: As if we are not excited enough about arguably the biggest fight of all time Floyd Mayweather Jnr 47-0 (26) has got everyone debating his statement about being (TBE) – The Best Ever. Many fans and experts are upset at him comparing and even surpassing Muhammad Ali and ‘Sugar’ Ray Robinson as a fighter.

I think that people really need a reality check as to the difference between Mayweather the man and Mayweather the persona. Everything that Floyd does is to market himself and he has succeeded in being the biggest global athlete star in a sport that has lost much appeal in recent years.

This article discusses some of the various points of conjecture over Mayweather’s actions and how I feel he shapes our image of him. 

‘Pretty boy’ Floyd

The first thing to make clear is that Floyd ‘Money’ Mayweather Jr. is a character not a person. You can’t carry on calling yourself ‘Pretty boy’ when you are 38 years old. When Floyd came back in 2009 he decided ‘Money’  would be his new persona. All his actions the cars, the jets, the dollar bills is to project that image. The fact is he is the richest sportsman around but that isn’t the be all and end all. He knows this and knows how important his legacy is. He may have more cash than any other boxer but he made enough to live off when he retired the first time. Being the money man is about power because in reality Mayweather and Pacquiao will make enough cash from this to live 10 lifetimes. 

Muhammad Ali

People who talk about Ali now do so with the benefit of hindsight. At the time of his career many people hated Ali much like they do Floyd Mayweather Jr. Every time he called himself ‘The Greatest’ many wanted him to get knocked out. The media preferred Sonny Liston a convicted mob enforcer to win over the arrogant Ali but he sold tickets. People didn’t understand him changing his name from Cassius Clay and not fighting in the Vietnam war. Ali is applauded for these same things now. When Kenny Norton beat Ali there was jubilation it was seen as a win for America with Norton being an ex-marine. Sport is all about marketing and Ali not being liked often helped him. 

TBE

Mayweather calls himself TBE and Ali called himself ‘The Greatest’ so what. Ali knew Sugar Ray Robinson was the best ever but he was building a brand and so is Floyd. The point is Floyd Mayweather will never fight Sugar Ray Robinson so we can argue about it until the cows come home (Of course I think Robinson would win). Nobody has beaten him in 47 fights so he can say what he wants. 

Domestic Abuse

This fight on May 2nd is not the nicest guy awards its boxing. I’m not stating you should like Floyd or that he is a great guy but if he wins he will be in the elite fighters ever. I’ve been reading/listening to people talk about him being convicted of domestic abuse. It pains me to say this with Robinson my favorite ever fighter but he used to beat up his wife Edna Mae regularly. Does this effect his legacy as the greatest ever boxer, no it doesn’t, Robinson was a flawed person as is Mayweather but judge him on his boxing skills.  

Defensive Fighters

I look at similar classy boxers in this era struggling to get fights. Take Andre Ward and Guillermo Rigondeaux who are similar to Mayweather in terms of ability. Andre Ward hasn’t fought since 2013 and Rigo is begging other champions to fight him. Mayweather has branded himself so people come to him. The likes of Rigo and Ward can’t generate the same money so fighters avoid them. It doesn’t pay for fighters to take the risk. To fight Floyd the risk is big but the rewards are massive and he alone takes credit for that. 



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