Manuel Marquez. This will be a fascinating behind-the-scenes battle, and the roles are very different now: Showtime is the incumbent, and the onus is on HBO to blow Bob Arum away with a marketing package that outdoes what Showtime and CBS can do. HBO’s parent company, Time Warner, does not own any of the “big four” free networks. But it owns TNT and TBS, which are the same as a free network to any household that would ever consider ordering a pay-per-view fight. It owns CNN and might be able to promise Arum extra news coverage leading up to the Pacquiao vs Marquez 3 fight on that channel. It owns Sports Illustrated, which means HBO might be able to guarantee that Pacquiao goes on the cover the week of the fight. There’s a lot at stake here; without Pacquiao in the fold and without Mayweather in anybody’s fold, HBO is in danger of going the entire year without a major moneymaker on pay-per-view. Ross Greenburg and company will be bending over backward to please, while Ken Hershman and company will be equally motivated to hold onto the biggest star in the sport and put their competitors in a world of hurt. Pacquiao vs Marquez 3 might be a two-way slugfest; HBO vs. Showtime definitely will be.
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