Call it riveting reality TV or a genius marketing ploy, HBO's 24/7 series has done as much to rejuvenate interest in boxing as the bouts it features.
The four-part series takes viewers inside the workings of fighters' training camps, allowing casual fans to watch a boxer's everyday grind as well as their family and business life. The popular show has drawn in a new audience to the sport and increased pay-per-view buys, but has also had a significant impact on the amount of betting action for those fights.
According to renowned boxing linesmaker, Joey Oddessa, HBO's 24/7 has doubled the wagering volume on those featured events. And more importantly, it has sportsbooks writing more tickets for the underdog, balancing out the action and giving books just what they want.
The most recent installment of 24/7 chronicles the weeks leading up to Saturday's 145-pound catchweight battle between Manny Pacquiao and Miguel Cotto. Oddsmakers have priced Pacquiao as a -240 favorite, however, HBO's producers have done a terrific job making this weekend's bout seem like an even fight.
There is sharp and public money coming in on Cotto, who is listed at +190, due to a slight rise in Pacquiao's odds but also a casual fanbase that has watched the show and has fallen in love with the underdog.
“The square money has generally been on the underdogs because of the tremendous job HBO does in making the bouts look even,” Oddessa says about past fights featured by 24/7.
The reality series began in April 2007, showcasing Floyd Mayweather Jr. and Oscar De La Hoya's Super Welterweight bout. While that fight was the biggest take for sportsbooks, the 24/7 series has benefited other matches more.
It has helped introduce the casual American boxing audience to overseas talents like British fighter Ricky Hatton, who was featured for his bout with Mayweather in December 2007, and Welsh boxer Joe Calzaghe, who was part of 24/7 for his fight with Roy Jones Jr. in November of last year.
Repeat viewers of the show are very familiar with Pacquiao, who has been featured in three of the last four 24/7 series. The Filipino star has won 10 straight fights going back to 2005. He has marquee victories over Érik Morales, Marco Antonio Barrera, Juan Manuel Márquez, David Diaz, De La Hoya and most recently Hatton, who Pacquiao defeated in stunning knockout fashion.
Even more impressive is the fact that Pacquiao can become the first fighter to win seven championships in seven different weight classes with a win over Cotto Saturday. His fanbase has grown with the popularity of the show as well as his dominant performances inside the ring in his last three bouts.
Cotto, on the other hand, has been on a decline since losing to Antonio Margarito in July 2008. His most recent bout was a split decision over Joshua Clottey in June which has been followed by drama and legal troubles between the Puerto Rican fighter and former trainer and uncle Evangelista Cotto.
“A motivated and healthy Miguel Cotto presents problems to any fighter and has all the skills needed to upset Manny Pacquiao but it's impossible to tell which Cotto we will see Saturday night,” says Oddessa.
Oddsmakers have set Saturday's round total at 9.5. Boxing fans can watch the action live on pay-per-view from the MGM Grand Garden Arena in Las Vegas. The card begins at 9 p.m. ET.