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Mexico Saúl "Canelo" Álvarez has established himself as a prominent figure in professional boxing, known for his multiple world championships across four weight classes.
Canelo Alvarez has partnered with the luxury clothing brand AMIRI, becoming their new global brand ambassador. He expressed admiration for designer Mike Amiri and the brand. This partnership involves Álvarez wearing custom AMIRI apparel, as seen during his fight preparations and events.
In March 2012, Álvarez became the first boxer to secure a multi-year apparel agreement with sportswear company Under Armour. This sponsorship includes his boxing trunks and other sportswear.
Hennessy, a high-end spirits brand and LVMH-owned cognac, added Álvarez to its global "Never Stop. Never Settle." platform in September 2017. Hennessy is also a visible sponsor on Álvarez's boxing trunks.
Tecate, the beer brand, selected Álvarez to lead its "Born Bold" campaign in February 2016. This marked the brewery's first endorsement of an individual athlete.
Swiss watchmaker Roger Dubuis appointed Álvarez as a brand ambassador in December 2018. The partnership later resulted in the release of a limited-edition Excalibur "Canelo" timepiece.
Álvarez launched his own Ready-To-Drink (RTD) brand, VMC Tequila Cocktails, which has introduced Mexico's tamarind flavor.
In May 2025, Álvarez was named the global ambassador for the online sportsbook 1win under a multi-year agreement. This partnership followed his historic title victory.
Álvarez signed an exclusive gloves-and-equipment contract with Everlast in February 2014.
Santos Saúl Álvarez Barragán, known professionally as “Canelo” Álvarez, was born on July 18, 1990, in Guadalajara, Jalisco, Mexico. His boxing journey began at the age of 13 after observing his older brother, Rigoberto, pursue a professional boxing career. Álvarez quickly advanced through the amateur ranks, securing a silver medal at the Junior Mexican National Championships in Sinaloa in 2004, and subsequently becoming the Junior Mexican National Boxing Champion in Tuxtla Gutiérrez in 2005 at the age of 15. His amateur record concluded with 44 wins and 2 losses, including 12 knockouts. Due to his rapid development and the scarcity of suitable junior opponents, his trainers, Chepo and Eddy Reynoso, facilitated his professional debut.
Álvarez turned professional at 15 in October 2005, marking a significant early start to his career. In his initial 19 months as a professional, he secured 11 knockouts out of 13 documented opponents. He demonstrated consistent progression through various weight categories in his early years, competing at light welterweight before settling in the welterweight division. A notable early career milestone occurred on June 28, 2008, when he and his six brothers made history by fighting on the same card. Álvarez claimed his first major world title on March 5, 2011, when he defeated Matthew Hatton via unanimous decision for the vacant WBC light middleweight belt, televised on HBO from the Honda Center in Anaheim, California. His career has been marked by a methodical ascent through divisions, accumulating titles and facing notable opponents.
His career path includes significant achievements such as unifying titles in three weight classes and becoming the first boxer to achieve undisputed super middleweight champion status in 2021, and again in May 2025. Álvarez has consistently engaged in high-profile fights, including a notable bout against Floyd Mayweather Jr. in 2013, which resulted in his first professional loss. He has since won numerous world championships across light middleweight, middleweight, super middleweight, and light heavyweight divisions, establishing a record of 63 wins, 3 losses, and 2 draws with 39 knockouts by May 2025. Álvarez is recognized for his counterpunching skills, ability to exploit opponent openings, and formidable body punches.
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