TVKO, the pay-per-view unit of Time Warner Sports, and boxing promoter Top Rank announced a multimillion-dollar marketing and sponsorship plan for the pay-per-view telecast of the Sept. 9 Oscar De la Hoya vs. Genaro Hernandez lightweight championship bout from in Las Vegas. Anheuser-Busch will conduct a national English- and Spanish-language media campaign. AT&T
will support with cable, radio and print media in the top 10 Hispanic markets. American Express MoneyGram, Mennen Speed Stick, United Airlines and Sony Records
will back with national Hispanic radio buys. Regional sponsors include Don Roberto Jewelers and Lucky Supermarkets in Los Angeles, Met/Pioneer Supermarkets in New York and Sedano Supermarkets in Los Angeles.