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Manny Pacquiao Signs Endorsement Deal With Hewlett-Packard

Get ready to see a lot more of this face in American advertising. (Photo by Chris Trotman/Getty Images)
Get ready to see a lot more of this face in American advertising. (Photo by Chris Trotman/Getty Images)
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Scott Christ is the managing editor of Bad Left Hook and has been covering boxing for SB Nation since 2006.

For those interested in everything Manny Pacquiao (which is a lot of people), here's an update on Manny's out-of-ring activities.

The Filipino superstar, who has tons of endorsement deals at home but not so many here, has signed on to endorse Hewlett-Packard's new tablet computer.

From Bill King of Street & Smith's Sports Business Journal:

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.

Top Rank would not discuss financials of the deal, other than to say it included HP products and a cash contribution toward charities of Pacquiao's choice. The deal was attractive because of the level of credible exposure.

"The brand alignment, to us, is unparalleled," said Lucia McKelvey, executive vice president of marketing for Top Rank. "It's exactly what we're looking for and the kind of deal we want. We hope by executing and doing this one well, others will buy into it."

Pacquiao has also signed a three-year contract to endorse San Antonio-based State Street Produce, which grows in Mexico and distributes to restaurants across the United States. The line will be renamed "Pacquiao's Produce," and will expand to retail outlets. Pacquiao's likeness will be seen on bags, boxes and delivery trucks, so you might get to see a Manny Pacquiao vegetable truck on the interstate sometime.

King says that for years, there has been mass confusion in the States over who really represents Pacquiao in these endeavors, and finally he recently named Top Rank as his official representative, which has led to credible brands coming knocking.

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