Nov 09, 2009 at 07:16 PM
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A&E Buys Into Pacquiao vs. Cotto

Update: 2:37 PM

A&E has taken title sponsorship of the upcoming HBO PPV boxing matchup between Manny Pacquiao and Miguel Cotto for Top Rank's Welterweight Championship.

Prior to the event, PAWN STARS will be incorporated into the advertising and publicity campaign for the boxing match. The TV series will be featured in print, TV and radio efforts and will have a presence during the press conference and weigh-in with Pacquiao and Cotto, which can be viewed live on numerous online and broadcast outlets including ESPN, DirecTV and

During the event, PAWN STARS will sponsor the “Tale of the Tape” and will be prominent in the opening, closing and pre-main event portions of the HBO Pay Per View telecast. Along with the televised promotion of PAWN STARS, the deal includes ring announcements and ringside seating for Richard, Rick and Corey Harrison - the stars of the HISTORY TV series. Additionally, the PAWN STARS logo and signage will be on the mat for the duration of the fight, including the three under cards and the main event.

Broadcasting & Cable reports that this is "the first time a TV network has purchased a fully integrated ad sponsorship in the boxing space."

HBO has also established marketing alliances with Major League Gaming and Tecate for the upcoming fight.

Assisting with the deal were The Leverage Agency, Top Rank’s brand marketing and sales agency, and HISTORY’s media agency, Horizon Media.