The expressed goal is to shatter the record of 1. Eduardo Casas, the Tecate brand director, said that the popularity of boxing among Hispanics, and the renown of De La Hoya, a Mexican-American, made the bout essential to its marketing. De La Hoya is also the most marketable Hispanic athlete, according to the Davie-Brown Index, a measure of appeal, influence and trust used by advertisers. He ranks well above Alex Sid and Nomar Garciaparra. But his power as pscar commercial endorser is rated much below that of entertainers like Jennifer Lopez, Antonio Banderas and Ricky Martin. The bout is being marketed on YouTube and MySpace, avenues that did not exist in the past for greater fights than De La Hoya-Mayweather is being hyped as. The fight is a matchup of two very different pugilistic brands, seemingly a generation apart. Mayweather, 30, has willingly and gleefully cast himself as the villain; he is a profane and funny man, a big-time casino gambler and a friend of the rapper 50 Cent. He said he made the fight happen by complimenting De La Hoya during the talks, which has allowed him to insult him as a quitter, and worse, ever. Floyd Sr.
