2015 – Page 6 – Cebu Sports Blog by John Pages

When will Cebu host the Palaro again?

It’s been two decades and one year since Cebu City last hosted the Palarong Pambansa. The nation’s premier sports meet that gathers the top elementary and high school athletes under one tournament, the Palaro was last hosted by Cebu 21 summers ago.

Joy Augustus Young was the architect of the 1994 Palaro. Here’s an article I wrote entitled, “Young and restless, his comeback brings joy.” This was dated March 2009.

“The most significant contribution of Joy Young? It happened 15 Aprils ago. Cities like Bacolod (which had the backing of Monico Puentevella), Dumaguete (with the support of now-Governor Emilio Macias II) and several more submitted bids to host the 1994 Palarong Pambansa. As we Cebuanos very well know today—with the all-out support of Mayor Tommy Osmeña and Congressman Raul del Mar (who even helped in the presentation to convince the Palaro decision-makers)—we organized the Palaro, the only time in history that we hosted RP’s largest annual sporting event.

“Joy Young, backed by Mayor Tom, was Cebu City’s team captain. He was our Pat Riley and Phil Jackson. He presided over the meetings. He assigned the venues. He organized the marketing. Planned the billeting of athletes. Studied the events. I should know. Together with my dad Bunny, we ran the tennis event at the now-defunct Cebu Tennis Club where the Cebuanos (led by Jun-Jun Cabrera) emerged champions.

“Out of the ’94 Palaro also emerged the single largest sports infrastructure of this island: the Cebu City Sports Center (CCSC). To ensure that the complex would be RP’s best, then-Councilor Young visited plenty of facilities: the Rizal Memorial Sports Complex and ULTRA; he even flew to Singapore to inspect a world-class track oval there. And because of the painstaking research that was conducted, our Sports Center emerged as the nation’s most productive facility. Athletic meets, football tournaments, PRISAA and CVIRAA events, national track-and-field contests, Earth, Wind & Fire concerts, Z Gorres boxing spectacles and—how can we forget—the Sinulog, are all held at the Abellana grounds.”

Joy Young considers the Palaro as “the proudest moment for all of us in Cebu.” That 1994 hosting achieved many firsts. It was the first Palaro in the country to be professionally-managed by a marketing team.

“After our Palaro, all the succeeding Palaros had sponsors,” Joy said, “though they couldn’t do it the same way we did it.” The previous Palaro hostings relied on the host cities to spend their own government funds. In Cebu, led by the business-minded Young, we involved the private sector.

“The sponsors subsidized much of our expenses, especially the food,” he said. “Whatever money we raised from ticket sales were given to NGOs such as the Boy Scouts, the Abellana HS PTA, TB Pavilion (which purchased a new Xray machine), among others. This was another first.”

Prior to 1994, the athletes and coaches were not given much freebies. “Cebu was also the first Palaro where all the delegates were given free food (3 meals a day) and free drinking water (Nature’s Spring),” said Joy. “To this day, DepEd sports coordinators and coaches who were in Cebu would always say that there’s no better Palaro than our hosting.”

Another “first” for Cebu was moving the schedule from January/February to summertime. “This was significant because nobody believed that it was better,” said Joy. “This was my argument, that Jan./Feb. was a bad time because everybody was busy for the end of the semester and graduation. If we held It in summer, everybody would be free and family members would come along. Again, the rest was history. The Palaro is now more attended because of its summer schedule. Everybody just loved it. With one stroke, we managed to move the Palaro to summer.”

Well done, Joy. Now, the question: When will Cebu do a repeat? Isn’t it embarrassing that a land as illustrious as ours hasn’t hosted again? This May 3 to 9, Tagum City will host the Palaro. Next year, it’s Luzon turn. But for 2017 when the Visayas hosts, I propose we bring the Palaro back to Cebu.

Young looks back with joy

When I look back at the past 25 years, few people have accomplished more for Cebu sports than Joy Augustus Young. By surprise, I sent him a text message and email last Thursday.

“Wow, am blown away!” replied Joy, now busy with his family businesses, including recently opening a food business that, he says, has “clicked” and that he’s expanding. “Can’t believe after all these years somebody would still want to interview me about something that happened 20 years ago.. much appreciated.”

When he launched the Cebu City Olympics in 1991, I was there. When he introduced the Milo Little Olympics to a select group that included Tony Aldeguer, I sat and listened as tennis manager. His “rivalry” with then-councilor Koko Holganza, the two one-upping the other for athletic programs, was a high for Cebu sports. When the CCSC track oval was badly impaired, it was Joy Young, then as vice mayor, who headed the resurfacing of the oval that we now enjoy. Here, in our Q & A, are Joy’s own words:

“I continue to follow sports… our City Olympics, the regional meets, the Palaro, as well as the Milo Olympics, which I started, the first outside Manila. This year, Milo will be held in Iloilo. At the start, Milo planned to rotate the hosting around Visayas and Mindanao. But we did such a good job that they have never rotated it despite many requests from other places… until this year. Oh well, it was good while it lasted.

“Cebu sports? Well, as they say, we have come a long way! As head of sports in the city back in 1988 onwards, the gripe of most sports aficionados was the lack of a sports center. After some research, I found out that in most, if not all, of the places which put up a sports center, their sports activities always increased and improved. This was especially so in places which hosted the Palaro. Because of that I decided to focus on winning the bid to host the Palaro, and I wanted it soonest.

“John, you being in sports, imagine Cebu without the Sports Center? What would we be? Same as all the other places in the Phils which do not have a sports center. Our activities and performances grew by leaps and bounds after the Palaro. Period.

“You have to imagine what Cebu was like during my term. Not only did we not have the facilities but we didn’t have that much money and we also lacked the talent. We had never hosted anything sizable or of any significance. That was my inspiration but it was also the problem.

“We had to raise funds and companies were slow to follow because they had never seen anybody organize such activities. Sponsoring sports activities was not common then.

“Imagine the old Cebu without the center and the sports activities? These have broadened our horizon with regards to life. We would still be a sleepy old city. Mingaw jud kaayo ta. Take, for example, how football has developed. It used to be a sleepy sport that NOBODY watched. Now, look at football.

“My greatest achievement, apart from the sports center construction, is the commercialization and professionalizing of the promotion of sports. Think about it, without all those sponsors, were would we be today in sports? Mingaw kaayo unta – walay sponsor like Thirsty..

“The Cebu City Sports Commission started many firsts: The Tri City Marathon (which was the first in Cebu with foreign runners; up to 12 countries, I think, for the 25K). For a few years, we hosted an international cycling race joined by participants from Europe…

“It is nice to reminisce sometimes, although I don’t do much of that now. I miss our friends, the people who were there and helped us. We all enjoyed so much working together to make things work even if it was the first time and we had no idea how to go about it. We just went ahead and worked on them; that’s what made it all so much fun. Thanks to Bidoy, thanks to you John, thanks to all the people who were there..

“Sport is important because it builds character through values such as hard work, fellowship and camaraderie, teamwork and discipline. It will help the youth develop a strong and honest character.”

Salute to The Centurion

It was 50 golden years ago today, on March 5, 1965, when one man, who started with the humblest of beginnings as a security guard, founded what would become one of the country’s most outstanding security providers.

That man was Jacinto Mariano Natividad Villarosa Mendez and that company is Centurion Security Agency, Inc.

Few companies reach 50 years. Few men were like Jack. He worked as a kargador. He’d ride a rickety boat with his father from Bohol to Cebu to transport wood. While in law school at USC, he borrowed books to study. After passing the bar, he survived the hardships of little money by wearing a blue uniform with a gun tucked in his side pocket.

He started as a guard. Then, years later and armed with that first-hand experience, he founded Centurion Security Agency, Inc. with a vow to transform the then-rugged and scary image of a “sikyo” into that of a true “security professional.”

He succeeded. From one guard, Centurion reached a peak of 1,500 security professionals. Today, it has a thousand. On numerous times, CSAI was awarded by the police as one of the nation’s top agencies.

Speaking of longevity, the company has established long relations not only with clients and companies but also with their dutiful and devoted employees. One guard has been with Centurion for over 34 years. There are several fathers-and-sons working for Centurion; a father would start as a guard in his early twenties, he’d got married, raise children — and one or two of those boys would go on to follow their dad, saluting customers and ensuring an establishment’s safety.

Today, fifty years since Centurion’s founding, is both a happy and sad day for the family I’ve come to call my own: the Mendez family — which includes my wife Jasmin, the second of four children.

Happy because fifty years, as explained by ace business writer Mia Aznar in her piece yesterday, is “half-century” old.

Fifty years is fifty years. That’s a long time ago. We weren’t even born that year when movies Dr. Zhivago and The Sound of Music were shown. Happy because when you look back at how the company has helped tens of thousands of people through the years, through employment or because establishments have become safer due to Centurion’s front-line security, you smile and feel fulfilled.

Today is also a somber day. It’s bittersweet for the Mendez family — which include my mother-in-law Malu and Jasmin’s siblings, Michelle, Jake and Monette — because the founder and CEO himself, the funnyman Jack Mendez whom everybody loved, passed away just eight months ago.

For years, he longed to see his baby turn 50. He had grand plans with Centurion joining a hundred-force squadron of Centurions, marching and saluting the crowd during the Sinulog. If only he’d be with us today… His sudden passing last July 15, on a beautiful morning that transformed into the darkest of evenings for the family that night, was painful.

Though he was already 82 and had lived the fullest of lives — from being Rotary president to being Ubay, Bohol’s benefactor to being a devout Catholic and a generous and caring dad to his four children — his passing stunned the family.

But today we celebrate as he wants us to celebrate. For Jack was a man who laughed. He laughed a lot. He made people laugh. And his legacy lives on with the company he founded whose motto reads, “The best of pay to the best of companies offering the best service — The best service wins!”

Dad, The Centurion, happy golden anniversary.

Balamban and Naga

I met Mayor Val Chiong last Wednesday in Naga City. Wearing shorts and wielding a tennis racket, he played doubles. A Class-A tennister who often represented Cebu in the PAL Interclub, Mayor Val plays nightly on the clay courts that he built. When I watched, he and his partner led 7-5 before the opponents won the next game to inch closer to a tiebreak. That’s when Val, armed with a topspin forehand, steady volleys and a forceful smash, attacked the next relentlessly to win the final point. Game, set, match, 8-6.

Naga City is active. In tennis, they’ve produced two national-caliber junior stars in Anday Alferez and Shyne Villareal. Of their two public courts, one was occupied by the adults while the other was reserved for young girls and boys.

Volleyball? A rectangle court sits across. Dozens of spikers and setters volleyed the ball back and forth. Badminton was played nearby, inside four indoor courts. Our most popular game, basketball, stood meters away. An oval, previously a cemented road that was closed to vehicular traffic so joggers can use it, circled this complex beside the boulevard. If I heard it right from the parents of Anday Alferez (Andoy and Nova), a swimming pool might be constructed in the newly-reclaimed land near the boulevard.

Here’s more: lights are for free until 10 p.m. Play all you want, dribble all that you can bounce, lob that shuttlecock, slice that backhand — you pay zero to exercise in Naga City.

“We’ll build a roof to cover the tennis courts,” said Mayor Val when we spoke, him all-sweating and all-smiling after his win. “It will not be as enclosed as Alta Vista but will be open so wind and air will come in.”

A lifelong tennis player, never mind if he had surgery a couple of years back and if his knees are wrapped with injury-preventive bands, Val has brought the game of “commercial” tennis to his city. Since Baseline has closed, the hordes of players there have traveled south to play in Naga. I saw several who came from Mandaue.

If the city is led by an active sportsman, the citizenry will follow the leader.

BALAMBAN. My daughter Jana and I traversed the Transcentral Highway to cross to the Western side of Cebu to watch the CVIRAA.

The “CV” stands for Central Visayas and an estimated 9,000 athletes and coaches from all over Region 7 were in the municipality that’s nicknamed “The Shipbuilding Capital of the Phils.” The regional meet is the final qualifying tournament where the winners will go on to the national event called the Palarong Pambansa (slated this May in Tagum City).

Last Saturday, Jana and I first visited the tennis venue, housed within the property of the Provincial Hospital, to watch the high school girls and boys. (Anday, whom I mentioned above, went on to win the gold in doubles with Beverly Enriquez.)

In the afternoon, we parked inside the church and visited numerous sites. First, we witnessed gymnastics. A line of judges sat on stage to score the girls who, one by one, would perform with a rubberized ball. Daniela de la Pisa, the Palaro’s multi-gold medalist, was there. As expected, she won gold. We also got to meet her mom and coach, Darlene.

Next, we walked towards the Experanza S. Binghay Memorial Sports Complex where the football games were played. A track oval encircled the complex. Though not rubberized in surface (it was anapog), the measurements were standard-size. When we watched, the 4 x 100 meter relay squads were getting ready.

Behind the grandstand was a covered court that housed the Futsal games. Futsal is indoor football played on a basketball court. The shoes don’t have spike soles. We watched the semifinal game between the Cebu City Ninos (represented mostly by players from STC) against Negros Oriental. Futsal is often more exciting than the 11-aside regular game on grass. Coached by my UP Cebu classmate Tirso Rio, himself a football star during our college days, the Cebu City girls would go on to win the gold.

For hosting the CVIRAA, kudos to Mayor Ace Binghay.

Good to go

Seven days ago, I narrated how my dad Bunny wanted to fly to Nevada to watch Manny vs. Money. As he inquired about the ticket prices, he was shocked: one cushioned seat inside the MGM Grand Garden Arena would cost him P230,000. In dollars, that’s 5K.

No way, my dad said. A boxing fan for life who adored Sugar Ray Leonard’s speed and who’d troop inside the Waterfront Hotel ballroom for most ALA Promotions encounters, my dad wanted to be a witness to the modern-day version of “Thrilla in Manila.” Then, Muhammad Ali defeated Joe Frazier in what was billed as one of the greatest clashes of all time.

Thrilla in Manila was contested in 1975. Forty years later, it’s another thriller in Vegas. (A bit of side trivia: The country’s first major commercial mall was named after the bout’s winner; that’s the “Ali Mall” beside the Araneta Coliseum, where the event was fought.)

Back to my dad, here’s some reminiscing: We traveled together to watch Pacquiao vs. Brandon Rios last Nov. 2013. Prior to that fight, Pacquiao lost to Juan Manuel Marquez in a sleep-inducing knockout that floored the 100 million Filipinos watching on TV.

In Macau two years ago, my dad and I watched the bout 11 rows away. We stayed at The Venetian Macao and it was his first time to watch our Pambansang Kamao. The trip was memorable not only because of the Unanimous Decision victory by MP, him clobbering an overmatched (and soon we’d find out, drug-induced) Rios, it was meaningful because of the myriad of people that my dad met. He chatted with Genaro Rodriguez, the fight’s referee; he spent two hours seated beside commentator “Colonel” (Bob Sheridan), listening to his tales of announcing over 10,000 fights, from Mike Tyson to George Foreman to Roberto Duran.

That was 2013. How about May 2, 2015? Would you believe, my dad’s going to the fight for free!

Here’s the story: One of his closest friends, Augustus “Gus” Ouano, bought two tickets immediately after the fight was announced last week. Ticket prices: $5,000 apiece.

Dr. Ouano, who owns a PhD in polymer science and who worked in IBM for four decades in an illustrious career as scientist and inventor (plus author of the book, “Motivation and Opportunity: An Immigrant’s Quest for Knowledge from Mindanao to the Leading Edge of Science and Technology”), is not a boxing fan. He did not purchase the tickets for himself. He bought one ticket for his nephew, Engr. Fortunato “Jun” Sanchez, Jr., one of the top officials of the Metro Cebu Development Coordinating Board (MCDCB), and allocated the other ticket to Jun’s brother, Jay.

Jun and Jay Sanchez were ready to pay for the tickets. But, because of some matters that would not allow him to travel during that time, Jay opted not to make the trip.

Back in Las Vegas where he resides, Dr. Gus Ouano reflected on the two ticket purchases that he made.

He made a decision and said: I’ll give — not sell — these tickets to two of my closest friends, Jun and Bunny. It would also be an opportunity for them to discuss Cebu-related matters (water supply and infrastructure) in Las Vegas.

When my dad received the message from Gus informing him of the astonishing gift, my dad said no. He couldn’t possibly accept the expensive offering.

But Gus reminded my dad of an act that he did a long time ago, back in 2008. Then, my dad received a business class ticket to the U.S. from PAL. He doesn’t remember the details (it may have been a prize he won) but he decided not to use the ticket. He decided to give — not sell — it to Dr. Ouano. Plus, Gus reminded him, it was years ago when my dad brought along his good friend to watch a Pacquiao fight at the Casino Español. Not a boxing aficionado, Gus was thrilled to see Manny win from the ballroom’s large screen.

And so now, this. The Gift. The Blessing. Manuel (my dad’s first name) watching Emmanuel in May against Mayweather. I can’t be more excited for a good man: my dad.

As the saying goes: The good that you do will always come back to you.

12th Thirsty Cup

It started last Friday at 5:30 p.m. It ran that whole night. The next day, from morning until midnight, the games ensued. Same with last Sunday. For 16 hours that day, there was nonstop kicking, heading, passing and diving.

One dozen “Thirsty Cups” have concluded and three men have remained constant since the event started in 2004. My brother Charlie, who conceptualized this tournament, and his good friends, Chad Songalia and Neil Montesclaros.

The Thirsty Cup has dribbled from venue to venue — the Ayala (Cebu Business Park) grounds to San Roque to USC Talamban and now, the Cebu City Sports Center — but these three have been the same triumvirate behind the event.

This tournament is unique for many reasons. It brings over 200 teams nationwide in one site. Multiplied by 10 players per squad, that’s over 2,000 participants. A record 30+ teams traveled from outside Cebu to join.

Girls play in one pitch while boys play in the other. A 7-year-old boy kicks his first kick while a 50-something fires a winning goal. Father and son join. The music, expertly played by “DJ Chad,” rocks the stadium. (Aina Lacson loved the 80s hits.) It’s football and beach football rolled in one. It’s a format that allows you to lose once but still have a chance to win the trophy. It’s plenty of 0-0 scores and scary penalty shootouts to decide either heartbreak or ecstasy.

Running from SM to SM

Both are giant-sized malls. One is humongous while the other, slated to open by year’s-end, is extraordinarily humongous. I’m referring to the SM City Cebu and that spaceship of a building with a levitating cube and artistic wave-like walls that’s called the SM Seaside City.

Two mornings ago at 5 a.m., the starting gun was fired at the reclamation area fronting the Bayfront Hotel of Chester Cokaliong. Fireworks brightened the black sky. It was the fifth edition of the SM2SM Run and I ran the 21K.

What’s my objective review? VG: Very good.

Hydration stations were littered every kilometer — a total of 10 stops loaded with unlimited water; one or two stations with Gatorade and a few with dark chocolates and bananas. We pressed sponges to cool our heating bodies.

Music stations blasted their melodic noise to soothe our ears during the usually quiet Sunday morning. I especially liked the group, dressed in white, who stood at the SM Seaside City corner to pound the drums.

The road was fully closed to traffic. For two hours and seven minutes, Dr. Tony San Juan and I — plus thousands of others — enjoyed the wide expanse of the route and the SRP. The “S” in the “SM” stood for “safety” as it was a completely car-free race.

After the run, the loot bags distributed were loaded: Jollibee breakfast, Yakult drink plus other goodies. The good-looking medal made by Suarez & Sons showed three Olympic-like rings. The awarding, held inside the mall’s North Wing, was filled as hundreds awaited the raffle prizes (motorcycle, TVs, laptops).

With the prize money, it stood as the biggest not only in Cebu but, I’m guessing, of any race outside Manila. Kenyans and elite runners (including Eduardo Buenavista) joined with the P60,000 first prize as goal.

PAL Interclub

Atty. Jovi Neri sent me this report on Cebu Country Club’s title quest: “Since Dec., the team has been playing together and more often, which means sacrificing time away from family, friends, and work.. We are better prepared than last year when we had so many distractions and uncertainties… Course familiarity is always an advantage in golf, but we only have it in CCC. Club Filipino in Danao is not our home course… On pressure: Nine of our ten players will have at least four appearances so we are all experienced. Our reigning club champion Harvey Sytiongsa is playing only his second Interclub so that still makes him a veteran, plus he beat all of us so that counts, too. It is natural for everyone to feel pressured in competition. Hopefully, experience and preparation will help us deal with it in a favorable way.”

Finally

My dad Bunny, considering the possibility of flying to Los Angeles and driving four hours to Las Vegas to watch Money vs. Manny, was in constant touch with a few friends residing in Las Vegas yesterday. The ticket prices? You won’t believe it. Not 1K or 3K but $5,000 for the second-cheapest seats. That’s P230,000 for a single chair on a scuffle that will last a maximum of 36 minutes. My dad said No. He’d rather occupy his usual front row “good luck” chair inside Casino Español come the morning of May 3.

SALVEN LAGUMBAY. I interviewed one of the country’s foremost experts on boxing. He’s a best friend from UP Cebu College, a fellow writer, and now one of Asia’s top boxing judges. Here was Salven’s email to me a few nights ago:

“Bai, honestly, in the very long time that I’ve been following boxing, this is the first time for me to experience a fight announcement that is taking extremely long to make, with almost everybody around the world waiting for it with bated breath.

“Welcome to the Floyd Mayweather School of Business. First of all, in the history of contemporary boxing, or all of boxing for that matter, I would rate Mayweather as arguably the most astute, business-savvy boxer of all times. If he wasn’t boxing, he would have been the Dean of the Harvard Business School or a member of Barack Obama’s Economic Team.

“I have personally met him at his Mayweather Boxing Club gym in Las Vegas last October, and true enough, Mayweather is an entirely different athlete. You would think it would be easy for an Asian like me who travelled more than 7,000 miles to get a photo session with him? Think again. I got mine, but not after coursing my request thru the right channel.

“This announcement has been super-delayed because of Floyd Mayweather. It’s the Art of the Deal working its magic. And no, it’s not because Mayweather doesn’t want to fight. Nor is he afraid of a Pacquiao. Let’s put it simply this way: Mayweather wants to be the one to steer the negotiation wherever he wants it to go. And so far he has been successful. Mayweather wins the first round even before the fight gets made.

“Also, a fight of this magnitude, with egos of those involved rivaling its size, this fight would not have been easy to make in the very first place. There’s the issue of who gets what (resolved, 60-40), the contract weight (147 lbs. or catchweight at 150), what gloves to use (Reyes or Grant), which outfit gets telecast right (HBO or Showtime), who gets to air the replay, who will make up the broadcast panel, who will announce (Michael Buffer or Jimmy Lennon), who goes up the ring first, who will be introduced first, how is the PPV sales going to be divided, who gets what corner color (red or blue), who will be the referee, who will be the judges, who will be the lead promoter, who will do the infomercials, which outfit gets right for all accreditations. For all we know, both camps are even at loggerheads as to whose name gets mentioned first in fight posters and advertising billboards.

“As for the promotion of the bout itself, yes, there is still time for that. Usually in major fights, they would allow a window of 4 to 5 months from fight announcement to fight date to allow ample time to promote the show. In this case, they don’t have that opportunity because of negotiation delay, but then again, this fight is so popular there is not much promoting needed to sell it. Lol, they can fight tomorrow and still pack the entire MGM and do more than a million PPV buys!

“As for fight preparations, both Mayweather and Pacquiao would need only 8 weeks or less to be in top condition. Both guys are professionals. They are in shape even with no fight schedule, and would need only a few weeks for the so-called sparring sessions and other ‘body alignments’ and tactical planning needed for the big show.”

Floyd’s marketing ploy

Only 10 weeks remain. Why the delay? If he’s going to announce it anyway, why prolong the wait? Dozens upon dozens of articles in Philboxing.com all point to the same direction: May 2, 2015 will happen.

Cut the crap, Floyd. Sign the document that Manny Pacquiao has signed and announce the bout. Mayweather is taking us for a joyride aboard his Gulfstream III jet. He’s smiling that handsome and charismatic smile; he’s counting his estimated $280,000,000 net worth; he’s driving his Ferrari 599 GTB Fiorarno or Lamborghini Aventador LP 700-4 or Bugatti Veyron Grand Sport.

Sport is entertainment. We watch it to feel high or low; we applaud the first to cross the finish and we deride the beaten body lying on the canvas. But underneath our thrill and excitement — the root of all this entertainment — is one word: Money. And isn’t this guy’s nickname the same? This is all about money. Money the person. Money the denomination.

How to explain the delay? It’s called the “Apple strategy.” This was started by the late Steve Jobs and perfected by Tim Cook and the machination called Apple Inc. You know how the world’s biggest company (market capitalization: $740 billion) delays and keeps secret its latest iPad or iPhone to maximize the gossiping and to keep the millions of fanatics swimming in a news frenzy?

The iPhone-using Floyd is employing the same tactic used by the iPhone makers. The man from Las Vegas has learned a trick from the men from Cupertino.

It’s called suspense. Delay, delay, delay. Wait. Pause. Spread a tiny rumor here. Shake hands in Miami. Keep everyone guessing. Watch the NBA All-Star weekend beside Rihanna. Wait. Pause. Delay. Keep everyone salivating….. And when all throats are dry and all tongues are wagging, thirsty and hungry to receive the news… Boom! Like a left hook, you unveil the artwork.

The end result? When it’s finally announced, like when Apple revealed the months-long-rumored iPhone 6+ on the giant screen in California, everybody drools and all eyes are enlarged and mesmerized.

How do you explain this? Big fights usually get announced six or more months in advance. This one only has a lead time of two months? Crazy. If this were a small-time basketball or volleyball tournament, fine. But not the undisputed “Biggest Boxing Fight in History.”

Matthew Fellows, a columnist for Guardian Liberty Voice, wrote an interesting piece, “Mayweather-Pacquiao: Feeding Frenzy Calculated by Money Team,” last Feb. 16.

“Mayweather is extending this drama in order to get maximum exposure for Shots, the social media app he threw down one million dollars for where he plans on announcing the fight,” said Fellows. “He is all about maximizing his earnings even in announcing the fight and has been willing to drag fans along in torturous manner in order to fill his bank account.”

Nobody in sports is better in business than Mr. Mayweather, who tops the list of highest paid athletes in Forbes and Sports Illustrated. Hate him and despise him, but he’s amassed a mountain full of dollars — $105 million, to be exact, in 2014 alone.

Sport is business. I don’t know how they arrived at the computations but the May 2 clash is supposed to generate a total revenue of $250 million (in pesos, that’s nearly P10 billion).

“Despite what people who clearly know little about the greed of boxing people and their ability to drive up numbers, the fight is in the pipeline and will be announced soon enough,” added Fellows. “The more the media and fans alike obsess, the broader the smile on not only Mayweather’s face but on the big wigs who stand to make tens of millions on a fight that should have happened five years ago.”

Marketing. That’s what this is all about. It’s a business strategy. And it works. It’s word of mouth multiplied by millions of mouths and it’s for free. Except that, on fight night, we pay while Money makes all the money.