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Ratings for UFC’s McGregor a Good Omen for Boxing

The debate about whether stars are born or made will never be resolved, but it’s certainly true that no one can succeed in show business without a strong platform. In boxing and MMA, just like any other form of professional entertainment, talent needs to be positioned correctly to generate large revenue. That certainly seems to be the case with the Ultimate Fighting Championship’s Conor McGregor, and his growing stardom is a good omen for boxing.
In 2011 the UFC signed a seven-year broadcast rights deal with the cable channel Fox Sports, and the benefits of having an affiliation with the major Fox network were evident last Sunday. In just his fifth UFC fight the 26-year-old Irishman attracted a peak viewership of 3.16 million US viewers on Fox Sports 1 for his beatdown of Dennis Siver. The number is even more impressive given that the fight began around midnight and McGregor was the -1200 (12 to 1) favorite. In contrast, the most watched boxing fight over the past 12 months drew a peak of 1.53 million for the rematch between Julio Cesar Chavez Jr. and Bryan Vera on HBO.
The higher viewership for the UFC event does not necessarily indicate that MMA is more popular than boxing. While McGregor has an exciting fighting style and colorful personality, a key component to last week’s ratings was the ability to heavily advertise the bout on the Fox channel to 60 million viewers during the Seahawks-Packers NFL playoff game. Fox played promos and had the NFL commentators mention the fight throughout the game, helping to grab the attention of sports fans who would otherwise have had little exposure to MMA.
Beforehand, some observers questioned whether it was wise to schedule the event late at night after a day of football games, but UFC Chairman Lorenzo Fertitta had little doubt about the decision. “People ask, ‘Why would you put Conor McGregor on FOX Sports 1 on a Sunday?’ Well, this is our beachfront property right here,” he told MMAjunkie in the leadup to the McGregor event. “This is our big opportunity to promote using the Fox broadcast to push people and create awareness on Fox Sports 1.”
Boxing has had some coverage on major networks in recent years, but the bouts on ESPN2 and NBC Sports lack elite fighters and operate on relatively small budgets. Instead, boxing has existed primarily on HBO and Showtime, which are available in about 33 million and 23 million US homes respectively. Unlike MMA, boxing has struggled to build a significant fanbase in the 18-34 age demographic, as evidenced by the prominent sponsorship of fights on ESPN2 by brands such as Just For Men hair coloring.
However, a whole new audience could be tapped thanks to this month’s announcement that Haymon Boxing Management will partner with NBC for a multi-year boxing series. The deal is comprised of 20 shows this year, including five cards on NBC on Saturday nights, six on NBC on Saturday afternoons and nine in primetime on NBC Sports. That means that the five cards on NBC will be available to approximately 115 million US households.
The likes of Floyd Mayweather and Manny Pacquiao will not be featured, but if the first show is anything to go by, a slew of the sport’s better fighters will appear in competitive fights. Yet despite Al Haymon having ties to about 160 plus fighters, overnight success is unlikely. Few would argue that the likes of Keith Thurman, Adrien Broner and Danny Garcia will have the impact on boxing that McGregor has had on MMA, but given time and exposure a new star could emerge to reinvigorate the sport.
In addition, Haymon Boxing also signed a deal with Spike TV for a monthly primetime boxing series that will be available in about 98 million homes. Spike has traditionally been associated with the 18-34 age demographic and recently generated a viewership of 2 million for an inconsequential MMA bout between the faded Tito Ortiz and Stephan Bonnar. Haymon looks set to make the most of the Spike platform by featuring good fighters in attractive matchups as indicated by the bout between Andre Berto and Josesito Lopez.
Unlike the UFC’s deal with Fox Sports, the reappearance of boxing on NBC has not been brought about by the network’s sudden appreciation of the sport. Instead, Haymon is buying the airtime himself with the hope that the increased exposure will enhance the brand for his boxing stable. As illustrated by the result of marketing the UFC McGregor event on Fox, a tie-in with major broadcasters can produce big ratings. Some reports suggest that Haymon’s company is prepared to spend $100 million on TV airtime, which is a big gamble by anyone’s standards. But it is a long-term strategy that can only boost boxing. Moreover, the Harvard-educated Haymon, who was also a successful music promoter, is not known for making bad investments.
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Ringside at the Fontainebleau where Mikaela Mayer Won her Rematch with Sandy Ryan

LAS VEGAS, NV — The first meeting between Mikaela Mayer and Sandy Ryan last September at Madison Square Garden was punctuated with drama before the first punch was thrown. When the smoke cleared, Mayer had become a world-title-holder in a second weight class, taking away Ryan’s WBO welterweight belt via a majority decision in a fan-friendly fight.
The rematch tonight at the Fontainebleau in Las Vegas was another fan-friendly fight. There were furious exchanges in several rounds and the crowd awarded both gladiators a standing ovation at the finish.
Mayer dominated the first half of the fight and held on to win by a unanimous decision. But Sandy Ryan came on strong beginning in round seven, and although Mayer was the deserving winner, the scores favoring her (98-92 and 97-93 twice) fail to reflect the competitiveness of the match-up. This is the best rivalry in women’s boxing aside from Taylor-Serrano.
Mayer, 34, improved to 21-2 (5). Up next, she hopes, in a unification fight with Lauren Price who outclassed Natasha Jonas earlier this month and currently holds the other meaningful pieces of the 147-pound puzzle. Sandy Ryan, 31, the pride of Derby, England, falls to 7-3-1.
Co-Feature
In his first defense of his WBO world welterweight title (acquired with a brutal knockout of Giovani Santillan after the title was vacated by Terence Crawford), Atlanta’s Brian Norman Jr knocked out Puerto Rico’s Derrieck Cuevas in the third round. A three-punch combination climaxed by a short left hook sent Cuevas staggering into a corner post. He got to his feet before referee Thomas Taylor started the count, but Taylor looked in Cuevas’s eyes and didn’t like what he saw and brought the bout to a halt.
The stoppage, which struck some as premature, came with one second remaining in the third stanza.
A second-generation prizefighter (his father was a fringe contender at super middleweight), the 24-year-old Norman (27-0, 21 KOs) is currently boxing’s youngest male title-holder. It was only the second pro loss for Cuevas (27-2-1) whose lone previous defeat had come early in his career in a 6-rounder he lost by split decision.
Other Bouts
In a career-best performance, 27-year-old Brooklyn featherweight Bruce “Shu Shu” Carrington (15-0, 9 KOs) blasted out Jose Enrique Vivas (23-4) in the third round.
Carrington, who was named the Most Outstanding Boxer at the 2019 U.S. Olympic Trials despite being the lowest-seeded boxer in his weight class, decked Vivas with a right-left combination near the end of the second round. Vivas barely survived the round and was on a short leash when the third stanza began. After 53 seconds of round three, referee Raul Caiz Jr had seen enough and waived it off. Vivas hadn’t previously been stopped.
Cleveland welterweight Tiger Johnson, a Tokyo Olympian, scored a fifth-round stoppage over San Antonio’s Kendo Castaneda. Johnson assumed control in the fourth round and sent Castaneda to his knees twice with body punches in the next frame. The second knockdown terminated the match. The official time was 2:00 of round five.
Johnson advanced to 15-0 (7 KOs). Castenada declined to 21-9.
Las Vegas junior welterweight Emiliano Vargas (13-0, 11 KOs) blasted out Stockton, California’s Giovanni Gonzalez in the second round. Vargas brought the bout to a sudden conclusion with a sweeping left hook that knocked Gonzalez out cold. The end came at the 2:00 minute mark of round two.
Gonzalez brought a 20-7-2 record which was misleading as 18 of his fights were in Tijuana where fights are frequently prearranged. However, he wasn’t afraid to trade with Vargas and paid the price.
Emiliano Vargas, with his matinee idol good looks and his boxing pedigree – he is the son of former U.S. Olympian and two-weight world title-holder “Ferocious” Fernando Vargas – is highly marketable and has the potential to be a cross-over star.
Eighteen-year-old Newark bantamweight Emmanuel “Manny” Chance, one of Top Rank’s newest signees, won his pro debut with a four-round decision over So Cal’s Miguel Guzman. Chance won all four rounds on all three cards, but this was no runaway. He left a lot of room for improvement.
There was a long intermission before the co-main and again before the main event, but the tedium was assuaged by a moving video tribute to George Foreman.
Photos credit: Al Applerose
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William Zepeda Edges Past Tevin Farmer in Cancun; Improves to 34-0

William Zepeda Edges Past Tevin Farmer in Cancun; Improves to 34-0
No surprise, once again William Zepeda eked out a win over the clever and resilient Tevin Farmer to remain undefeated and retain a regional lightweight title on Saturday.
There were no knockdowns in this rematch.
The Mexican punching machine Zepeda (33-0, 17 KOs) once more sought to overwhelm Farmer (33-8-1, 9 KOs) with a deluge of blows. This rematch by Golden Boy Promotions took place in the famous beach resort area of Cancun, Mexico.
It was a mere four months ago that both first clashed in Saudi Arabia with their vastly difference styles. This time the tropical setting served as the background which suited Zepeda and his lawnmower assaults. The Mexican fans were pleased.
Nothing changed in their second meeting.
Zepeda revved up the body assault and Farmer moved around casually to his right while fending off the Mexican fighter’s attacks. By the fourth round Zepeda was able to cut off Farmer’s escape routes and targeted the body with punishing shots.
The blows came in bunches.
In the fifth round Zepeda blasted away at Farmer who looked frantic for an escape. The body assault continued with the Mexican fighter pouring it on and Farmer seeming to look ready to quit. When the round ended, he waved off his corner’s appeals to stop.
Zepeda continued to dominate the next few rounds and then Farmer began rallying. At first, he cleverly smothered Zepeda’s body attacks and then began moving and hitting sporadically. It forced the Mexican fighter to pause and figure out the strategy.
Farmer, a Philadelphia fighter, showed resiliency especially when it was revealed he had suffered a hand injury.
During the last three rounds Farmer dug down deep and found ways to score and not get hit. It was Boxing 101 and the Philly fighter made it work.
But too many rounds had been put in the bank by Zepeda. Despite the late rally by Farmer one judge saw it 114-114, but two others scored it 116-112 and 115-113 for Zepeda who retains his interim lightweight title and place at the top of the WBC rankings.
“I knew he was a difficult fighter. This time he was even more difficult,” said Zepeda.
Farmer was downtrodden about another loss but realistic about the outcome and starting slow.
“But I dominated the last rounds,” said Farmer.
Zepeda shrugged at the similar outcome as their first encounter.
“I’m glad we both put on a great show,” said Zepeda.
Female Flyweight Battle
Costa Rica’s Yokasta Valle edged past Texas fighter Marlen Esparza to win their showdown at flyweight by split decision after 10 rounds.
Valle moved up two weight divisions to meet Esparza who was slightly above the weight limit. Both showed off their contrasting styles and world class talent.
Esparza, a former unified flyweight world titlist, stayed in the pocket and was largely successful with well-placed jabs and left hooks. She repeatedly caught Valle in-between her flurries.
The current minimumweight world titlist changed tactics and found more success in the second half of the fight. She forced Esparza to make the first moves and that forced changes that benefited her style.
Neither fighter could take over the fight.
After 10 rounds one judge saw Esparza the winner 96-94, but two others saw Valle the winner 97-93 twice.
Will Valle move up and challenge the current undisputed flyweight world champion Gabriela Fundora? That’s the question.
Valle currently holds the WBC minimumweight world title.
Puerto Rico vs Mexico
Oscar Collazo (12-0, 9 KOs), the WBO, WBA minimumweight titlist, knocked out Mexico’s Edwin Cano (13-3-1, 4 KOs) with a flurry of body shots at 1:12 of the fifth round.
Collazo dominated with a relentless body attack the Mexican fighter could not defend. It was the Puerto Rican fighter’s fifth consecutive title defense.
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Avila Perspective, Chap. 319: Rematches in Las Vegas, Cancun and More

Rematches are the bedrock for prizefighting.
Return battles between rival boxers always means their first encounter was riveting and successful at the box office.
Six months after their first brutal battle Mikaela Mayer (20-2, 5 KOs) and Sandy Ryan (7-2-1, 3 KOs) will slug it out again for the WBO welterweight world title this time on Saturday, March 29, at the Fontainebleau in Las Vegas.
ESPN will show the Top Rank card live.
“It’s important for women’s boxing to have these rivalries and this is definitely up there as one of the top ones,” Mayer told the BBC.
If you follow Mayer’s career you know that somehow drama follows. Whether its back-and-forth beefs with fellow American fighters or controversial judging due to nationalism in countries abroad. The Southern California native who now trains in Las Vegas knows how to create the drama.
For female fighters self-promotion is a necessity.
Most boxing promoters refuse to step out of the usual process set for male boxers, not for female boxers. Things remain the same and have been for the last 70 years. Social media has brought changes but that has made promoters do even less.
No longer are there press conferences, instead announcements are made on social media to be drowned among the billions of other posts. It is not killing but diluting interest in the sport.
Women innately present a different advantage that few if any promoters are recognizing. So far in the past 25 years I have only seen two or three promoters actually ignite interest in female fighters. They saw the advantages and properly boosted interest in the women.
The fight breakdown
Mayer has won world titles in the super featherweight and now the welterweight division. Those are two vastly different weight classes and prove her fighting abilities are based on skill not power or size.
Coaching Mayer since amateurs remains Al Mitchell and now Kofi Jantuah who replaced Kay Koroma the current trainer for Sandy Ryan.
That was the reason drama ignited during their first battle. Then came someone tossing paint at Ryan the day of their first fight.
More drama.
During their first fight both battled to control the initiative with Mayer out-punching the British fighter by a slender margin. It was a back-and-forth struggle with each absorbing blows and retaliating immediately.
New York City got its money’s worth.
Ryan had risen to the elite level rapidly since losing to Erica Farias three years ago. Though she was physically bigger and younger, she was out-maneuvered and defeated by the wily veteran from Argentina. In the rematch, however, Ryan made adjustments and won convincingly.
Can she make adjustments from her defeat to Mayer?
“I wanted the rematch straight away,” said Ryan on social media. “I’ve come to America again.”
Both fighters have size and reach. In their first clash it was evident that conditioning was not a concern as blows were fired nonstop in bunches. Mayer had the number of punches landed advantage and it unfolded with the judges giving her a majority decision win.
That was six months ago. Can she repeat the outcome?
Mayer has always had boiler-oven intensity. It’s not fake. Since her amateur days the slender Southern California blonde changes disposition all the way to red when lacing up the gloves. It’s something that can’t be taught.
Can she draw enough of that fire out again?
“I didn’t have to give her this rematch. I could have just sat it out, waited for Lauren Price to unify and fought for undisputed or faced someone else,” said Mayer to BBC. “That’s not the fighter I am though.”
Co-Main in Las Vegas
The co-main event pits Brian Norman Jr. (26-0, 20 KOs) facing Puerto Rico’s Derrieck Cuevas (27-1-1, 19 KOs) in a contest for the WBO welterweight title.
Norman, 24, was last seen a year ago dissecting a very good welterweight in Giovani Santillan for a knockout win in San Diego. He showed speed, skill and power in defeating Santillan in his hometown.
Cuevas has beaten some solid veteran talent but this will be his big test against Norman and his first attempt at winning a world title.
Also on the Top Rank card will be Bruce “Shu Shu” Carrington and Emiliano Vargas, the son of Fernando Vargas, in separate bouts.
Golden Boy in Cancun
A rematch between undefeated William “Camaron” Zepeda (32-0, 27 KOs) and ex-champ Tevin Farmer (33-7-1, 8 KOs) headlines the lightweight match on Saturday March 29, at Cancun, Mexico.
In their first encounter Zepeda was knocked down in the fourth round but rallied to win a split-decision over Farmer. It showed the flaws in Zepeda’s tornado style.
DAZN will stream the Golden Boy Promotions card that also includes a clash between Yokasta Valle the WBC minimumweight world titlist who is moving up to flyweight to face former flyweight champion Marlen Esparza.
Both Valle and Esparza have fast hands.
Valle is excellent darting in and out while Esparza has learned how to fight inside. It’s a toss-up fight.
Fights to Watch
Fri. DAZN 12 p.m. Cameron Vuong (7-0) vs Jordan Flynn (11-0-1); Pat Brown (0-0) vs Federico Grandone (7-4-2).
Sat. DAZN 5 p.m. William Zepeda (32-0) vs Tevin Farmer (33-7-1); Yokasta Valle (32-3) vs Marlen Esparza (15-2).
Sat. ESPN 7 p.m. Mikaela Mayer (20-2) vs Sandy Ryan (7-2-1); Brian Norman Jr. (26-0) vs Derrieck Cuevas (27-1-1).
Photo credit: Mikey Williams / Top Rank
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