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How About Billions Can Grow Adrien Broner’s Star Power

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Adrien Broner About Billions

Adrien  Broner has been described as “profane, raunchy and occasionally even lewd”.  He is the heir apparent to Floyd Mayweather’s throne as the most talked about personality in boxing.  His two fights on Showtime this year have averaged 1.35MM viewers and his web series About Billions has more than 700K views on YouTube.  At the age of 24 he is as much a force in the sports industry as his punches (22 of his 27 victories have been by KO).  However, I believe Adrian Broner can better use his About Billions to develop into one of the most recognized personalities in sports.  Here are my two suggestions.

1. Use About Billions to Develop a Narrative for Adrien Broner’s Career –

HBO’s 24/7 helped build Floyd Mayweather into a global icon.  The series captivated people with the on-going drama that surrounded Floyd’s relationship with his father and uncle.  The first edition of the series featured the almost incomprehensible story line of Floyd’s father training Oscar De La Hoya for his fight against Floyd.  The drama surrounding the Mayweather’s captivated sports fans and helped drive interest in a fight that would establish the all-time PPV record.  The on-going drama between Floyd and his family members has continued to be a significant sub-plot for all his fights, and is part of the reason why he is recognizable to millions of Americans that are not able to name one other boxer.

Adrien Broner and Golden Boy Promotions should spend time together before the development of the next installment of About Billions to determine what is the story they want to tell sports fans.  Currently, all we see are the superficial acts of a young man reveling in acts of self-indulgence.  These acts are fine – as they are part of the Adrien Broner narrative – but by themselves will not make him an international star.  There needs to be further meaning as to why he behaves the way he does.  My suggestion would be to look for a compelling story line from his childhood that involves a struggle, fuels his relentless work ethic, dictates why he keeps such a large entourage, and defines the man we see today.

2.Own the Distribution Vehicle –

The series should be hosted on Golden Boy’s official web site.  This would allow Golden Boy to put its marketing muscle behind the series while providing the boxer and the promotions company with incremental revenue opportunities.  Adrien Broner could take a revenue share from sponsorships Golden Boy could secure for the series, or be paid to star in videos produced by Golden Boy with the promotion company carrying the ultimate financial reward/risk of the series.  The explicit nature of the videos will make sponsorship of the videos tough; however, with the right direction, the series would become one of the most marketable assets in the sport of boxing.

Adrien Broner has the ability to transcend the sport of boxing.  His talent and charisma are unmistakable and will drive interest in him throughout his career.  However, it is imperative that he develops a storyline to his personality.  The best entertainers have always built a narrative to their lives and drilled this into the consciousness of their fans.  About Billions is Broner’s opportunity to do the same.



Written by Peter Amador

August 20, 2013 at 11:32 PM

Pacquiao: A Global Icon

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Manny Pacquiao’s victory over Miguel Cotto has been dubbed as the coronation of the new Pound-for-Pound King.  Assuredly, a title befitting a man who has won a championship in seven different weight classes, but one that fails to encapsulate the significance of Pacquiao’s achievements.  Pacquiao has established himself as the most influential figure in a country with a population of 98 million; furthermore, with his popularity increasing throughout Southeast Asia, Pacquiao is poised to become the most culturally important athlete since Muhammad Ali.  Not to disparage Michael Jordan or Tiger Woods, but they are commercially created entities.  Pacquiao’s celebrity, like Ali’s, developed organically.  Pacquiao has come to represent more than athletic prowess, he embodies the hopes and dreams of millions seeking refuge in his athletic achievement.    

Pacquiao’s devoted following is attributable to the kinship he has established with his fans.  His meager upbringing, his small stature and the sincere gratitude which he expresses at every opportunity, humanizes his performance to millions worldwide.  The ferocity with which he fights leads his followers to exalt him as a warrior, while his karaoke skills reminds them he is still a kid from the sloughs of General Santos City.  Similar to Ali, Pacquiao understands that his importance extends beyond the boxing ring, whereas Jordan and Woods have attempted to insulate themselves within the boundaries of competition.  Pacquiao embraces his celebrity status, and understands the responsibility associated with such a status.  A win over Floyd Mayweather Jr. will enable Pacquiao to transcend sports, and cast his brand globally.  There are no limitations for Pacquiao in the future.  We should all recognize that we are bearing witness to a career with historic ramifications.

Written by Peter Amador

November 18, 2009 at 4:05 AM

Posted in Boxing

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