Pacquiao’s new marketing strategist is former IMG exec who estimates his potential earning power at over $50 million

( Manny Pacquiao’s promoter Top Rank Boxing has hired an expert to handle the pound-for-pound king’s marketing affairs, reports The New York Times. Lucia McKelvey, 33, who used to work for IMG Golf, estimated Pacquiao’s potential earning power at over $50 million in the past years but according to the report, he earned only a fraction of the amount.

The New York Times reports that Pacquiao’s endorsements were previously handled by 30 to 50 friends who brokered deals for everything such as sexual-enhancement drugs and poker chips. As a result, the boxing champ lost a potential Gatorade deal, a cover appearance on an EA Sports video game, and at least a few million dollars in recent years.

Now, Top Rank has listed McKelvey, its new executive vice president for business development and marketing, on its website as the contact person for Pacquiao’s endorsements and event sponsorships. McKelvey told The New York Times that she and Pacquiao’s adviser Mike Koncz will handle all of Pacquiao’s deals. According to the report, the Cameron Diaz look-alike had no experience in boxing but she saw the field as "the jungle" and a challenge.

The New York Times reports that Pacquiao will soon sign a contract with Hewlett Packard presumably to promote its new TouchPad tablet and other products, as revealed by Top Rank earlier this week. Pacquiao also has a cologne line and a three-year contract to endorse Texas-based State Street Produce.

For more on this story, log on to The New York Times.

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