Here, we have a profile for Canelo Álvarez that details information about his playing career, as well as his sponsors, brand endorsements, investments, net worth, notable honours and charity work.
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Full name: Santos Saúl ‘Canelo’ Álvarez Barragán
Date of birth: 18 July 1990
Place of birth: Guadalajara, Jalisco, Mexico
Net worth: US$90 million
Salary/winnings as player: US$85 million
Earnings via endorsements: US$5 million
Total fights: 61
Wins by KO: 39
First professional appearance: October 29, 2005 | Opponent: Abraham Gonzalez
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Canelo Álvarez’s Sponsors / Endorsements
Global over-the-top sports subscription video streaming service DAZN signed a whopping $365m five-year, eleven-fight contract with Canelo in 2018. The company was supposed to pay the amount for the next eleven fights, but Canelo decided to sever all ties with the company in 2020 due to pay dispute and the COVID pandemic as well and hence became a free agent. In May 2022, though, both parties came together for a two-fight deal.
Canilo signed a multi-million-dollar sponsorship deal with sports equipment maker Everlast in 2014.
The Paris-headquartered French luxury fashion house also has an endorsement deal in place with Álvarez.
The Mexican beer brand partnered up with Álvarez in 2016.
Cognac brand Hennessy signed a partnership with Álvarez in September 2017. The partnership was announced with Hennessy’s ‘Never Stop. Never Settle’ tagline.
The partnership has Canelo promote the brand through original content, digital micro-videos, special events and cross-channel promotions.
Value Grupo Financiero
In 2019, Álvarez partnered with fund management company Value Grupo Financiero to help him manage his vast fortune.
Álvarez is also an endorser of Mexico-based chain of department stores, Coppel.
In 2018, watchmaker Roger Dubuis chose to partner with Canelo Álvarez. As a brand ambassador of Roger Dubuis, Álvarez doesn’t just wear and endorses its watches but also wears the brand’s logo on his shorts during pivotal fights.
In March 2012, Álvarez signed a multi-year deal with Under Armour that would see him wear Under Armour trunks and boots in the ring.
Aside from wearing Under Armour apparel in the ring, Álvarez also promotes the brand on his social media handles.
Boxing equipment brand Cleto Reyes has been providing Canelo with the necessary equipment required inside the ring for his fights following the Mexican’s parting of ways with Everlast.
Golden Boy Promotions
Boxing promotional firm Golden Boy had been with Álvarez since it signed a US$365m five-year contract with him in 2018. However, in November 2020, Canelo decided to part ways with Golden Boy Promotions following his legal issues with DAZN and Golden Boy over payment dispute and other issues.
Canelo Álvarez’s Notable honours and achievements
- Current Unified WBA (Super) champion
- WBC (Franchise) champion
- Ring magazine and lineal middleweight champion
- WBA (Regular) super middleweight champion
- Former WBA Fedecentro welterweight champion
- NABF welterweight champion
- WBC Youth World welterweight champion
- WBA (Unified)
- WBC junior middleweight champion
- WBO junior middleweight champion
- Ring junior middleweight champion
- IBF middleweight champion
- WBO light heavyweight champion.
Canelo Álvarez‘s Notable Charity Work
Canelo is well-known for his charity work and always does his part whenever an opportunity arises. He donated US$1m after a severe earthquake hit Mexico. He has also extended helping hands to a Children’s hospital in his hometown in Mexico. He has also offered monetary help to several organisations working for the betterment of children.