Canelo Álvarez’s sponsors and brand endorsements over the years

Canelo Álvarez: Endorsements | Sponsors | Investments 

January 4, 2024

Here, we have a profile for Canelo Álvarez that details information about his brand endorsements, sponsorships and investments.

Canelo Álvarez’s sponsors and brand endorsements over the years — Hennessy, Value Group Financiero, Cleto Reyes, Michelob Ultra, Dolce & Gabbana, Roobet, DAZN, Louis Vuitton, Tecate, Coppel, Roger Dubuis, Under Armour, Everlast, Golden Boy Productions

Brand Endorsement Deals 


The French cognac brand Hennessy signed a partnership deal with Saul ‘Canelo’ 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. Since then, the two have been working together on many projects, along with the 33-year-old endorsing the brand on his boxing trunks. 

Cleto Reyes 

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. 

Michelob Ultra 

Anheuser-Busch InBev roped in the 33-year-old professional boxer in January 2023 for a Super Bowl ad for its pale lager beer brand Michelob Ultra. In the commercial, called “New Members Day”, Canelo was featured alongside tennis legend Serena Williams and actor Brian Cox. 

Dolce & Gabbana 

Italian luxury fashion house, Dolce & Gabbana has been sponsoring the multi-weight world champion since 2018. Following the deal, the Mexican boxer wears and carries Dolce & Gabbana clothing and accessories both inside and outside the ring. 


Roobet, one of the fastest-growing crypto casinos, announced the signing of Mexican boxer Canelo Álvarez as its official brand ambassador in September 2022. 

Also Read – Conor McGregor – Sponsors | Endorsements | Investments

Past Deals 


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.

Louis Vuitton

The Paris-headquartered French luxury fashion house also had an endorsement deal in place with Álvarez, with the Mexican often carrying his Louis Vuitton bag everywhere until 2022. 


The Mexican beer brand owned by Heineken partnered up with Álvarez in February 2016. As part of the endorsement, Alvarez wore Tecate-branded boxing trunks in the ring for his future marquee fights in May and September that year. 


Coppel, a Mexico-based chain of department stores, roped in the 33-year-old professional boxer as the face of its “Improve Your Life” campaign in September 2018. 

Roger Dubuis

In December 2018, watchmaker Roger Dubuis chose to partner with Canelo Álvarez. As a brand ambassador of Roger Dubuis, Álvarez didn’t just wear and endorse its watches but also wore the brand’s logo on his shorts during pivotal fights.

Under Armour

In March 2012, Álvarez signed a multi-year deal with Under Armour that saw him wear Under Armour trunks and boots in the ring.

Aside from wearing Under Armour apparel in the ring, Álvarez also promoted the brand on his social media handles. 


Canelo signed a multi-million-dollar sponsorship deal with sports equipment maker Everlast in 2014.

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 disputes and other issues.


Canelo Energy

In July 2021, Mexican professional boxer Canelo Álvarez announced the launch of his new gas station brand in Mexico called “Canelo Energy”. 

In a series of Instagram Live videos, Canelo and his team presented the brand, workers’ uniforms and the dispensers. The logo combines a ‘C’ with a thunder. Currently, there are more than 20 “Canelo Energy” gas stations in the country. 


In February 2023, Canelo Álvarez co-founded a new line of sports nutrition brand Yaoca. Yaoca offers products such as hydrating drinks, proteins, creatine, ready-to-drink formats, vegan protein, weight gainer, and pre-workout, as well as shaker-type containers to prepare and/or transport their products. 

Yaoca’s various products are sold exclusively in Mexico, with distribution in Walmart and Bodega Aurrera. It is also available on Amazon and Mercado Libre.

VMC Drinks 

In September 2022, Saul ‘Canelo’ Álvarez announced the launch of his own range of Tequila-based ready-to-drink (RTD) canned cocktails that pay homage to the Guadalajara-born fighter’s homeland. In recent times, VMC Drinks has played a major promotional role in his comeback fights with both VMC and Yaoca getting presenting sponsor roles as well as in-ring and ring-side branding exposure. 

Aditya Chaudhuri

Hailing from the City of Joy, the things that bring me joy are cricket, a good non-tilt CS:GO session, F1 and movies.

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