Borgata Backs Boxing
The city's newest casino enters the field of ‘sweet science'
by Dave Bontempo
Larry Mullin was a good running back at Widener College and West Chester University, which won a national title during his tenure.
Now he views the executive version of a halfback option. When Borgata makes its August 4 boxing debut, Mullin peruses several plays. He can host one event only or select more in the future. He can qualify results on a bottom-line basis or consider the card a pump-priming advertisement to the burgeoning Latin market. Borgata will reach millions of Latin boxing fans via nationwide television coverage, perhaps tying in with Atlantic City's growing, multi-faceted image.
Either way, the choices excite Mullin. Borgata will score in its first "play from scrimmage."
"We have been asked by a lot of promoters to do events ever since we opened," says Mullin, Borgata's executive vice president and chief operating officer. "We held back until an event made sense for us. We couldn't pass this up based on the names involved."
The main event names? Not really. Borgata jumped at the name value of the promoters, who happen to be boxing superstars. Oscar De La Hoya and Bernard Hopkins, two marquee fighters teamed as promoters under De La Hoya's Golden Boy Promotions umbrella, actually bring this event to Atlantic City.
The fighters' reputations convinced Borgata to sample the Sweet Science. Hopkins, De La Hoya's East Coast executive, can be utilized for meet-and-greet situations, autograph signing, picture posing, etc. If the series continues, De La Hoya may also attend the events.
"The name-recognition value of Oscar and Bernard played a big part in our decision," Mullin says. "You have two fighters of the highest level who are still boxing, still making news, and now they will be part of our event. That's tremendous for us."
This is a unique ring debut for Borgata. Analysts expected the trend-setting property to host high site-fee, multimillion-dollar matchups to fit its larger-than-life image. The Borgata, after all, revolutionized Atlantic City. Its presence prompted a frenzied, citywide thirst for expansion, highlighted by the Walk, the Quarter and more hotel rooms. In an unusual move, competitors have credited Borgata for raising Atlantic City's bar.
Borgata also took its own cue, launching a construction phase to dramatically upgrade its state-of-the-art facility. The poker room and the simulcast parlor are among chief beneficiaries, but boxing does not rank in this scenario.
Mullin indicates there are no plans to build a big boxing arena in the near future. The sport remains a method to tap the market, but plays a complementary role to restaurants, shopping and entertainment. Quite a departure from the era when boxing alone linked casinos to special-event patrons.
Borgata's ring debut unfolds in the 2,000-seat Event Center on a Thursday night. While one financial school of thought dismisses summer special events as superfluous, another recognizes their value as amenities.
"We will display the Borgata's first-class facilities, great service, great restaurants and nightlife," Mullin says. "There has been an upscale clientele associated with Oscar; that's something that can work for us."
Hopkins tries to bring an East Coast twist to De La Hoya's Latino magic.
"We are committed to quality fights in an upscale atmosphere for the Borgata," Hopkins says. "All boxing fans can see established stars as well as rising prospects in a great environment for our sport."
Boxing fans can witness the middleweight who brought a division-record 20 defenses into a July battle against Jermain Taylor. Only four boxers in history have equaled or surpassed Hopkins' mark. (Heavyweight champion Joe Louis had 25.)
Hopkins and De La Hoya fashion the rarest of partnerships. It began on the heels of Hopkins defeating De La Hoya in a high-visibility bout. De La Hoya, a budding promoter, then made a shrewd decision. He signed Hopkins, who had been saddled with underachieving market value, to a promotional contract. De La Hoya now promotes Hopkins' fights and has delivered "The Executioner" his top paydays.
De La Hoya, an Olympic champion and multi-divisional champion, has displayed rock-star-like popularity with boxing fans, especially women. Latin boxing could produce a new market for Borgata. This card is part of the HBO Latino series, a highly successful monthly program marking its 33rd edition.
The program is titled Boxeo de Oro, Spanish for Boxing of Gold. Frank Belmont, whose Belmonte Productions outfit produces this program along with HBO's International Broadcast and numerous pay-per-view events, welcomes the program's expansion to Atlantic City.
"The events have done very well in the states of Texas and California, and in cities like New York, Miami and Chicago," Belmont says. "Oscar's popularity is enormous. The shows have highlighted the strong Latin American presence in these cities. I think it's great the show is coming to Atlantic City. This is really a good opportunity for Bernard (as a promoter)."
Dave Bontempo is an award-winning sports writer and broadcaster who calls boxing matches all over the world. He has covered the Philadelphia Flyers in the playoffs, as well as numerous PGA, LPGA and Seniors Golf Tour events, and co-hosted the Casino Connection television program with Publisher Roger Gros.
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