By Norm Frauenheim–
CARSON, Calif. — The GGG at the belt of his waistband isn’t much of a secret anymore. But Gennady Gennadyevich Golovkin’s initials might as well be evolving into a marketing acronym. These days, it could be Gennady Going Global.
World class means more than a gaudy piece of tin on a plastic belt worth a lot less than the fee paid to the sanctioning bodies. It also means hitting the road the way Muhammad Ali did when he fought in Manila, Zaire, Ireland and Indonesia. Faraway places are part of the intrigue. More significant, perhaps, they are also part of the challenge. At least, they used to be.
Floyd Mayweather Jr. reigns as boxing current pound-for-pound champ. But when was the last time he answered an opening bell outside of Las Vegas’ MGM Grand? He’s become as much of a regular at the MGM as Cirque du Soleil. His last 10 bouts have been there. Mayweather plays it safe, stays at home mostly because he can.
But Golovkin has been on the move since his days as an amateur in Kazakhstan. There was a 2004 Olympic silver medal in Athens. Then, there were bouts in Germany and Monaco with a stop in Panama before a string of appearances in New York. Stamp-for-stamp, Golovkin’s passport has to be a contender. He must have more frequent-flier miles than a passenger on the old Space Shuttle.
Unlike Mayweather, Golovkin has to travel. The initial challenge was just to indtruduce him to an American audience that would have had hard time finding Kazakhstan on a map. Then, became boxing most-avoided fighter, which might be another way of saying that Mexican stars Julio Cesar Chavez Jr. and Canelo Alavrez won’t fight him in their backyard.
No problem. Golovkin will still go into that backyard anyway, albeit against a lesser Mexican name in Marco Antonio Rubio Saturday night in an HBO-televised about at the Stub Hub Center in Carson, Calif. It’s Golovkin’s first fight in Southern California and its loyal Mexican, Mexican-American fans. That audience, boxing’ most important demographic, makes this stop as significant as any in the wide, wide world of GGG.
If ticket demand is any indication, those fans are as anxious to see him live as he is to win them over. It’s a sellout. It has been for about month. The 8,000-seat outdoor arena has been expanded three times just to fulfill the demand
Make no mistake, the fans aren’t turning out to see Rubio, who is a competent enough challenger with just enough power to make things interesting. No, this is all about Golovkin and his debut in a key boxing market. If Golovkin (30-0, 27 KOs), the WBA’s 160-pound champion, impresses that crowd with another big victory, public pressure will mount on Canelo and Chavez Jr., to finally fight him. It’s just another piece in the marketing puzzle of turning Golovkin into a world-class star, who can’t be avoided anymore.
In part, Golovkin’s bout with Rubio (59-6-1, 51 KOs) has the feel of a political campaign. He’s making the Southern California stop to unleash the power in his hands, shake a few hands, win over the customers with a shy smile and leave them with no doubt about the world-class credentials possessed by a Gennady Going Global.
