Baguio City: When Manny Pacquiao demolished Oscar De La Hoya in their dream encounter in December 2008, pay-per-view buys reached 1.25 million, which translates to more than $70 million (Dh257 million) in revenues.
It was the biggest pay-per-view event in 2008 and only the fourth time in boxing pay-per-view history that a non-heavyweight fight garnered more than a million buys.
Video: A round with Manny Pacquiao
In his short two-round workout against British icon Ricky Hatton last May, pay-per-view numbers were put at more than 800,000, adding up to more than $50 million in revenues, a staggering figure considering that the fight happened in the midst of a brutal global economic downturn.
These numbers, of course, represent domestic US pay-per-view only and do not factor in Pacquiao's mammoth following in the Philippines and growing popularity in other pay-per-view markets all over the world.
When millions of people pay to watch Pacquiao, it is obvious they wouldn't mind seeing him for free on television. This simple logic explains why dozens of companies are now lining up with endorsement deals at Pacquiao's doorstep.
Although boxing revenues remain his staple, Pacquiao is steadily building a business empire around his growing popularity. In the Philippines, Pacquiao has been signed up for a number of endorsement deals, including with international brands such as Nike and McDonald's.
Video: Pacman versus Cotto
In the short break between his last fight against Ricky Hatton and his upcoming encounter with Miguel Cotto, Pacquiao squeezed in numerous shoots for various commercials which are now being aired every day in the Philippines, making his face and the products he endorses visible almost by the minute on television. Most of the commercials can also be seen on YouTube.
Pacquiao was also part of an international advertisement campaign that featured the likes of basketball superstar Kobe Bryant, golf legend Tiger Woods and a few other popular athletes from all over the world.
He has also dabbled in show business with a few movies and his own music album. In addition, Pacquiao has diverse business interests, including MP Promotions, which manages the career of young sports prospects in the Philippines.
He even owns a basketball team, MP Warriors, which plays in semi-professional leagues in the country.
That apart, he is also featured in EA Sports' popular ‘Fight Night' video game.
With his enormous fortune and growing popularity, he weighed in at fifty-seventh position on Forbes magazine's Celebrity 100 list for this year, which includes film and television actors, models, chefs, athletes, authors and musicians among others.
Read special coverage: Manny Pacquiao
Pacquiao, who was ranked ahead of well-established international figures such as actress Sarah Jessica Parker, made it to the list by virtue of his massive $40 million earnings in 2008 and the surge in his popularity with his win over Oscar De La Hoya.
The list of powerful celebrities is topped by actress Angelina Jolie.
