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Oscar De La Hoya Is in the MMA Business: Golden Boy Teams With Affliction

Oscar De La Hoya's boxing business, Golden Boy Promotions, confirmed today that it is teaming up with the Affliction mixed martial arts organization to promote pay-per-view shows that will include both sports.

"We have started looking at mixed martial arts and we finally decided to throw our hat into the mixed martial arts ring," Golden Boy CEO Richard Schaefer said. "I think there are some tremendous opportunities for crossover promotions and to team up with an iconic brand such as Affliction is a big step for us."

Affliction vice president Tom Atencio said, "We're looking to put together top MMA fighters as well as top boxers in one night. I think the two worlds have finally merged, and this is a perfect example."

The key question is whether Golden Boy will really be willing to share its top boxers with Affliction's MMA shows. Golden Boy is already a successful business, and I suspect they'll save their best boxers for boxing-only shows. If the promotional power of De La Hoya can be used to expose Affliction's Fedor Emelianenko to a larger audience, that's great. But until I hear more details I'm not so sure this will work.

UPDATE: The full announcement is after the jump.


LAS VEGAS, Nevada (September 13, 2008) – Golden Boy Promotions and Affliction Clothing today announced a strategic, multi-level partnership between the two companies that will bring the popular Affliction-brand to the world of boxing and entertainment.

"We have been talking to Affliction over the past several months to figure out a partnership that will take advantage of the expertise of both of our companies," said Golden Boy Promotions CEO Richard Schaefer. "We have found the solution and are extremely excited about starting this partnership immediately."

"Golden Boy Promotions is the top boxing promoter in the world and we look forward to working with them on future projects," said Tom Atencio, Vice President, Affliction. "With our companies working together, it gives Affliction another vehicle to deliver our products to our core customers, as well as utilizing Golden Boy's promotional expertise to further our efforts in Mixed Martial Arts."

The partnership includes:

* For major Golden Boy Promotions fights, Affliction will create a signature Affliction shirt sold on-site and at retail outlets nationwide.

* Affliction will become the official apparel licensee for the Golden Boy Enterprises-owned Ring Magazine, and will adorn t-shirts and other apparel with the iconic Ring logo and classic Ring Magazine covers.

* Golden Boy Promotions and Affliction Entertainment will promote events that will feature both first class boxing matches as well as top notch MMA bouts on the same cards with the inaugural event planned for 2009.

About Golden Boy Promotions
Los Angeles-based Golden Boy Promotions was established in 2002 by Oscar de la Hoya, the first Hispanic to own a national boxing promotional company. In 2007, in its fifth year of promoting, Golden Boy Promotions set a record by selling over 2.5 million in pay-per-view homes in a single night. Also in 2007, Golden Boy Promotions established the record for highest grossing pay-per-view homes in a single year with more than 4 million total. Golden Boy Promotions is one of boxing's most active and respected promoters, presenting shows in packed venues around the United States on networks such as HBO, HBO Latino, TeleFutura, SHOWTIME, Versus and ESPN. Golden Boy Promotions currently has close to 60 fighters under contract, from future hall of famers Bernard Hopkins, Sugar Shane Mosley and Juan Manuel Marquez to current world champions Ricky Hatton, David Haye, Joel Casamayor, Israel Vazquez and Gerry Peñalosa. Also included on the company's roster are top contenders Jeff Lacy, Juan Diaz, Daniel Ponce De Leon, Jhonny Gonzalez, Librado Andrade, Rocky Juarez and Rey Bautista; 2004 Olympians Abner Mares, Vicente Escobedo and Rock Allen; and highly regarded prospects Danny Garcia, Jermell Charlo, Hylon Williams and Carlos and Juan Velasquez.

About Affliction
Already a mainstay for the most elite athletes, heaviest bands, A-listers and the fashion conscious, Affliction Clothing's ability to set the bar high in fashion is evident in its collection's indulgence of style and design, focus on quality, and its trademark series of divinely executed, dark and powerful themes.