History is taking marketing to the mat to promote the new season of its Pawn Stars series.
In a first for a network, History has secured an integrated sponsorship package tied to the Nov. 14 HBO pay-per-view boxing match between Manny Pacquiao and Miguel Cotto.
Under the pact with fight promoter Top Rank, Pawn Stores will have its logo on the map during the card, including the main event and three under card matches. The deal, terms of which were not disclosed, also extends to brand identification during TV, radio and online promotion/messaging for the fight; association with "tale of the tape" segments on the telecast; logo identification during opening, closing and pre-main event segments; ring announcements; and ringside seating for Richard, Rick and Corey Harrison -- the stars of Pawn Stars series, which returns to History's air on Nov. 30 at 10 p.m.
Pawn Stars is set at a Las Vegas pawn shop, just down the street from the MGM Grand, the site of the boxing match.
The Leverage Agency, Top Rank's brand marketing and sales agency, and History's media agency, Horizon Media, worked together on what they say is the first such boxing sponsorship for a television network.
