In 2022, Madison Square Garden witnessed a milestone event—Katie Taylor vs. Amanda Serrano, the “biggest women’s fight of all time,” showcasing two of boxing’s most remarkable athletes. MCC Marketing Group’s Founder and CEO, Michelle McCarthy led the team to spearhead the marketing strategy for this unprecedented event, helping it earn widespread acclaim, record-breaking ticket sales, and international media coverage.
McCarthy played a pivotal role in managing and optimizing owned assets at Madison Square Garden and The Theater at MSG. Working alongside internal and external partners, she developed dynamic creative campaigns across multiple channels. These campaigns included visually stunning advertising collateral, engaging social media assets, and customized email content—each aligned to captivate fans and build anticipation for the event.
The 360-degree marketing approach was data-driven, focusing on continuous monitoring and real-time adjustments based on key performance indicators (KPIs). From fan communication strategies to engagement programs designed to enhance the customer journey, Michelle ensured every fan interaction was meaningful and contributed to long-term growth. Activation programs were developed and campaigns were optimized to increase brand visibility and fan engagement, leveraging the scale and prestige of the event to maximize its impact.
The April 30, 2022, fight marked the first time two female boxers headlined at Madison Square Garden. The event made headlines globally, further establishing the legacy of these fighters and demonstrating the growing prominence of women’s sports. McCarthy’s strategic efforts were instrumental in driving ticket sales and fan engagement, resulting in an electric atmosphere at the venue and significant media attention across platforms like ESPN and Sports Illustrated.
Michelle’s work on Taylor vs. Serrano exemplifies her ability to transform mega-events into extraordinary moments, combining creativity with precision to deliver results that exceed expectations.
