Aditya ChaudhuriThis article contains information about Mexican professional boxer Canelo Álvarez’s brand endorsement deals and business ventures.
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
CURRENT endorsements
Hennessy
The French cognac brand signed a partnership deal with Álvarez in September 2017. The partnership was announced with Hennessy’s “Never Stop. Never Settle” tagline.
The partnership sees 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 worked together on many projects, with Álvarez also endorsing the company via branding on his boxing trunks.
Cleto Reyes
Boxing equipment brand Cleto Reyes has been providing Álvarez with the necessary equipment required inside the ring for his fights after he parted ways with Everlast.
Michelob Ultra
Anheuser-Busch InBev roped in Álvarez 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.
As per the deal, Álvarez wears and carries Dolce & Gabbana clothing and accessories both inside and outside the ring.
Roobet
Roobet, one of the fastest-growing crypto casinos, announced the signing of Álvarez as an official brand ambassador in September 2022.
Also read: Conor McGregor – Sponsors | Endorsements | Investments
Past ENDORSEMENTS
DAZN
Global over-the-top sports subscription video streaming service DAZN signed a whopping US$365m, five-year, eleven-fight contract with Álvarez in 2018.
The company was supposed to pay the amount over the course of the eleven fights, but Álvarez decided to sever all ties with the company in 2020 due to pay dispute and the COVID pandemic, thus becoming a free agent.
In May 2022, however, the two 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, who sported Louis Vuitton bags everywhere until 2022.
Tecate
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 marquee fights in May and September that year.
Coppel
Coppel, a Mexico-based chain of department stores, roped in Álvarez as the face of its “Improve Your Life” campaign in September 2018.
Roger Dubuis
In December 2018, watchmaker Roger Dubuis partnered with Canelo Álvarez.
As a brand ambassador of Roger Dubuis, Álvarez didn’t just wear and endorse its watches but also wore the company’s logo on his shorts during pivotal fights.
Under Armour
In March 2012, Álvarez signed a multi-year deal with Under Armour, which saw him wear the US company’s 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.
Everlast
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, Álvarez decided to part ways with Golden Boy Promotions following his legal issues with DAZN and Golden Boy over payment disputes and other issues.
Investments
Canelo Energy
In July 2021, Álvarez announced the launch of his own gas station brand in Mexico called “Canelo Energy”.
In a series of Instagram Live videos, Álvarez and his team presented the brand, workers’ uniforms, and the dispensers. The company’s logo combines a ‘C’ with a thunder.
Currently, there are more than 20 Canelo Energy gas stations across Mexico.
Yaoca
In February 2023, Canelo Álvarez co-founded a new line of sports nutrition brand called 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.
Yaoca products are sold exclusively in Mexico, with distribution in Walmart and Bodega Aurrera. They are also available on Amazon and Mercado Libre.
VMC Drinks
In September 2022, Álvarez announced the launch of his own range of Tequila-based ready-to-drink (RTD) canned cocktails VMC Drinks, which pays homage to the Guadalajara-born fighter’s homeland.
In recent times, VMC Drinks has played a major promotional role in Álvarez’s comeback fights, with both VMC and Yaoca getting presenting sponsor roles as well as in-ring and ring-side branding exposure.
