Floyd Mayweather and Saul "Canelo" Alvarez will meet for the junior middleweight championship in Las Vegas on Sept. 14, but already they've participated in the single largest marketing campaign in boxing history, and hope to break all sorts of financial records.
It's been dubbed "The One" and—if you're alive and breathing—you can't go far without being exposed to a television commercial, a radio spot or even brand integration which has included everything from alcoholic beverages to motor oil. It's the type of blanket coverage the sport has never seen before.
All of it has revolved around a central premise; that this is the biggest fight in the sport, featuring its two biggest stars and whether you're a hardcore fan, a casual fan or even no fan at all, you need to find a way to see this fight.
But it isn't just about selling tickets and making money—of course that's a huge part of it—it's also about growing the sport and finding ways to draw in new fans. Both Floyd Mayweather and Canelo Alvarez have personalities that are compelling, and they both have the ability to grow the sport.
That's exactly what they've been doing throughout their careers—and in particular the last few months—and here's how.