Golden Boy Promotions took flight in earnest two years ago, when Mr. De La Hoya bought out a small fights promoter and renamed it. He now relentlessly scouts for and recruits new talent, favoring Hispanic non-heavy weights like himself. Those he takes under his wing essentially agree to let Golden Boy act as their agent and manager.
Unranked prospects fight in small arenas, hotels, and casinos, away from TV cameras. Rising contenders, such as 23- year-old super-bantam weight Daniel “Ponce” De Leon, have their matches televised on Telefutura or HBO Latino. Mr.
De Leon was impressive in his debut on the latter network in February 2004 pummeling Cesar Figueroa into submission in the sixth round.
Such bouts can net Golden Boy more than $30,000, or about three times as much as it typically takes away from non-televised fights. Just as importantly, says Mr. De La Hoya, they provide opportunities for up-and coming boxers who otherwise wouldn’t have any, and serve as a showcase for developing talent.
The same general concept is at work -with a touch of dramatic flair – in ‘The Next Great Champ,” which Golden Boy executive produces with Endemol USA, purveyors of reality TV fare such as “Fear Factor and “Big Brother.” 0n the show, 12 amateur fighters vie for a purse of $750,000 and a shot at a real boxing title.
“Golden Boy Promotions scouted those 12 fighters from among thousands and thousands who submitted entry forms to be on the show,” explains Mr. De La Hoya. “I made the final decision on who was going to be on the show, based on their experience in the ring, their stories, their background, and their struggles.
We put on a great show. We have such wonderful, inspiring stories. Hopefully it’ll take boxing to the next level. It’ll be great visibly for the sport of boxing.”
‘The Next Great Champ” has been embroiled in controversy DreamWorks and reality TV guru Mark Burnett, producer of a rival boxing program for NBC called’ The Contender,” waged an unsuccessful legal battle to knock it off the air, alleging idea theft and California boxing law violations. For all that, the show’s debut met with dismal ratings.
Boxing reform is in integral to Mr. De La Hoya’s vision for Golden Boy and a recurring theme when he discusses the company. He says the fight business is badly in need of an image overhaul. ‘We’re not going to be able to change the sport over night, but down the road we want to organize it the way basketball, baseball, and football are organized. They all have their own league, their own commission ruling the sport. My goal is to have one organization controlling boxing,” he says.
“For instance, we should have one world title for one fight, instead of having 10 world titles and people getting confused. There are just too many organizations and commissions. Every state has a different commission. So we have our hands full, and we know it’s going to take a lot of time, a lot of effort, but we’re all devoted, we’re all dedicated to doing this.”
Golden Boy Promotions has a staff of 10, including Mr. De La Hoya’s father and cousin, Adrian Pasten, who both recruit and manage fighters. His sister, Cecilia, oversees ticketing. Mr. De La Hoya, who lives in Puerto Rico about eight months out of the year, serves as president. Mr. De La Hoya does have other interests, business and otherwise.
Founded in 1995, his Oscar De La Hoya Foundation funds scholarships and was instrumental in the creation of the Cecilia Gonzalez De La Hoya Cancer Center at White Memorial Medical Center in East Los Angeles.
And in May 2004, Mervyn’s announced a multi-tiered partnership with Mr. De La Hoya. Plans include a new line of casual apparel and accessories for men and young men, a traveling retail and entertainment showcase, and a community relations collaboration to encourage children to read.
In 2002, Mr. De La Hoya signed an agreement to endorse Perry Ellis International’s John Henry line of men’s sportswear.
Golden Boy, however remains his priority. He says he has no plans to make more records or take on other side projects. “Im going to dedicate my time to Golden Boy Promotions, making it grow. That and making the sport of boxing more respectable are my ultimate goals,” he says.
Recent post script: The LA Times reports De La Hoya and Golden Boy Promotions may be parting ways