1Win Has Announced Canelo Alvarez as Its Global Brand Ambassador
In May 2025, the name of Saul “Canelo” Alvarez made headlines around the world, but this time it wasn’t just because of boxing. One of the most decorated fighters of our time and a world champion in four weight classes, he signed a contract with 1Win and became a brand ambassador. Alvarez is a star of the ring, whose fights attract audiences of tens of millions of viewers and are among the top-grossing sporting events.
The partnership with the famous boxer means that 1Win is entering a new level of sports marketing. The company is not getting an abstract “face of the brand,” but a titled athlete whose career is backed by 60 victories, including iconic fights with Gennady Golovkin and Callum Smith. Such alliances in the world of online betting serve as a trust booster. Fans see a familiar name and are ready to register on a betting platform trusted by their idol.
Partnership Details
The official announcement of the partnership was made on 14 May 2025 at a press conference in Las Vegas, three days before Canelo’s fight with Jamie Manguiña. Alvarez’s appearance in the ring with the 1Win logo on his training uniform confirmed the deal, and the company’s press service published announcements in five languages, including English, Spanish and Portuguese.
The partnership is set to last for the entire media season. Canelo is participating in the filming of commercials, recording exclusive messages to fans and appearing in live broadcasts with 1Win branding. A separate part of the campaign is digital promotion: branded clips and promos will be added to the boxer’s social media accounts, which have over 15 million followers.
The campaign’s reach extends far beyond the boxing ring. 1Win plans to synchronise the campaign with major sporting events in Europe, Latin America and Asia. The company’s platforms are preparing themed promotions for users to coincide with Canelo’s fights. This comprehensive approach will link real-world sporting events with interactive participation in betting and promotional games, enhancing the emotional impact of each fight.
Canelo Alvarez – Sports Profile
Saul “Canelo” Alvarez is one of the few boxers of his generation to become the undisputed world super middleweight champion. He holds the WBA Super, WBC, IBF and WBO belts simultaneously, having held them since 2021. The fighter has victories in four weight categories, including titles in the middleweight and light heavyweight divisions. His overall record in professional boxing is over 60 fights, of which he has won over 40 by knockout.
In 2024-2025, Canelo confirmed his status as the reigning champion with successful title defences. In May 2024, he confidently defeated Jamie Manguiya by unanimous decision, demonstrating his control of distance and precise counterattacks. In the autumn of the same year, he had a rematch with Gennady Golovkin in an exhibition match, drawing a record crowd for Mexico. In 2025, before signing a partnership with 1Win, the boxer began preparing for a fight with a contender from the WBC’s top 5 rankings, which only increased interest in him.
Canelo’s influence extends beyond the ring. He is a national hero in Mexico and a true boxing icon, listed by Forbes as one of the highest-paid athletes in the world. His fights attract millions of viewers to broadcasts, and his personal brand — from branded training camps to charitable initiatives — strengthens his connection with fans.
Significance of Transactions for 1Win
Canelo has a global audience of tens of millions of fans in Latin America, the United States, Europe and Asia. Engaging with his fan base through joint campaigns gives 1Win access to an audience that is traditionally involved in sports and inclined to interactively support their favourite athletes.
It is worth noting that Canelo’s name itself acts as a filter of trust. For the sporting community, he has become a symbol of discipline, endurance and victory. When such an athlete chooses a brand to collaborate with, it is perceived as indirect confirmation of the partner’s reliability. In a betting market where there are many anonymous and little-known companies, image is a decisive factor.
The scale of the deal opens up new marketing channels for 1Win, from logo integration in press conferences and merchandise to special projects on social media, where interactive content for fans can be combined with bonus offers and exclusive promotions. The experience of global betting operators shows that such campaigns increase the conversion of new users by 15-20% thanks to the athlete’s loyal audience.
