Two months after taking over management of Manny Pacquiao’s largely dormant global endorsement portfolio, promoter Top Rank has landed the fighter a spot in Hewlett-Packard’s upcoming campaign around its recently released tablet computer.
Working through agency William Morris, Top Rank submitted Pacquiao to HP when it learned the brand was looking for a select group of high-profile entertainers and athletes to feature in the campaign, which will include television, radio, print, outdoor and billboard components, all of which will feature the fighter and run globally.
Because of its broad line of products — including the tablet, PCs, printers and smartphones — HP struggled to find attractive endorsers who didn’t have conflicting deals. Many, such as NBA stars Dwyane Wade and Kobe Bryant, did. Because almost all of his contracts have been limited to the Philippines, Pacquiao was able to make the broadly structured HP deal work.
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