Offer cross promotion in sports best known for touchdowns and home runs. Fox Sports’ boxing product placement in National Football League (NFL) and Major League Baseball (MLB) continues to deliver knockout results.
The first installment of Wilder vs. Ortiz PBC (Premier Boxing Champions) Fight Camp—?a four-part series to promote the Nov. 23 Pay-Per-View heavyweight tlte fight rematch between Deontay Wilder and Luis Ortiz live from MGM Grand Garden Arena in Las Vegas, Nevada—drew an average of 2.247 million viewers during its debut showing Sunday afternoon on Fox, according to data provided by Nielsen Media Research. The show, which aired—depending on the market—prior to or immediately after Sunday coverage of NFL on Fox, similar to the final edition of the same series offered for the Sept. 28 Fox Sports PPV topped by Errol Spence’s split decision win over Shawn Porter.
Wilder (41-0-1, 40KOs) will attempt the 10th defense of his heavyweight title, which the 6’7” Tuscaloosa, Alabama native acquired in a 12-round decision win over Bermane Stiverne in Jan. 2015. Among his lengthy run includes a 10th round knockout of Miami’s Ortiz (31-1, 26KOs; 2NCs) in their March 2018 thriller on Showtime.
The heavyweight edition produced a record rating for the Fight Camp series, boasting a 31% improvement from the aforementioned 4th episode of Spence vs. Porter PBC Fight Camp, which drew 1.71 million viewers six days before fight night.
Network coverage for Spence-Porter picked up considerably once NFL season began, which went a long way to drum up interest for the show. The Sept. 28 event drew well at the box office and in the PPV market, drawing a live gate of more than $2.25 million at the Staples Center in Los Angeles, California and selling a reported 280,000-300,000 PPV units according to industry sources.
Marketing for Wilder-Ortiz II has already reaped similar benefits, including this show as well as promotional advertisements run throughout NFL Sunday and live network coverage of the MLB World Series. Sunday’s premiere began a four-week rollout of shoulder programming dedicated to the PPV event, which will include PBC: Face to Face and the second installment of Fight Camp running back to back this Saturday on Fox, beginning at 11:30pm ET.
The final edition of Fight Camp will air on Nov. 17, before or after the NFL on Fox Game of the Week, as well as a special Sunday afternoon edition of Inside PBC Boxing, again the same formula afforded Spence-Porter.
Jake Donovan is a senior writer for BoxingScene.com. Twitter: @JakeNDaBox