When the red head of Saul “Canelo” Alvarez suddenly pops up in a downtown street in Guadalajara, or in a small-town setting such as San Bernardino, the snap turns of girls’ heads accompany the glares of recognition from usual fight fans.
Alvarez has that certain appeal that can’t be spelled out as easily as a word in Scrabble. His upcoming fight with Floyd “Money” Mayweather on Sept.14 at the MGM Grand in Las Vegas has already broken prizefighting gate receipt records, surpassing $19 million.
Other countries, such as Brazil, Germany and Japan, may have their music pop stars and futbol followings. And still others boast movie star brilliance with paparazzi armies in fast pursuit. But in Mexico, the youthful Ron Howard looks of the fighter called “Canelo” captivate the people and the media. Now he’s permeating the U.S., too.
It’s evident in the massive billboards with Canelo’s image dotting the country from the far southern beaches of Cancun to the gritty northern border of Tijuana. In the U.S., commercials depict him running on the streets with crowds in pursuit.
Nobody can answer in simple terms how Canelo Alvarez hopped over the broken-down fighters on the trail to becoming a matinee idol worthy of a Disney buildup. Selena Gomez and Justin Timberlake, move over.
Alvarez isn’t the first from Mexico to venture into worldwide recognition for his fighting prowess. Hundreds of successful fighters from the former Aztec Empire have captured world titles with a hunger to equal their warrior ancestors of six hundred years ago. But only one other boxer comes close to rivaling Canelo’s public appeal as a true matinee idol with millions of women of all ages cheering his name.
“You have to go back to Oscar De La Hoya to find someone who appeals to not only the fight fan but to even the women,” said Richard Schaefer, CEO of Golden Boy Promotions, which promotes Alvarez. “It’s amazing.”
Matinee idols in the sport of boxing are as rare as a penguin in Southern California, but once every other generation a prizefighter arrives with looks and talent that magnetically attract not just sports fans, but women as well.
GOLDEN BOY
Back in 1992, a certain youngster from the barrios of East Los Angeles named De La Hoya was heading the USA’s boxing team in the Olympic Games in Barcelona. His story about fighting for the memory of his departed mother, who succumbed to cancer, was gripping and had Americans rooting for his success. He won gold and was the only American boxer to do so.
When he returned home, he was surprised at the greeting he received.
“I remember coming back to LAX, and those days they would let people go into the airport and wait for their loved ones,” said De La Hoya. “I remember thousands of people waiting for me outside; male and female. I remember thinking at that moment that I had somehow crossed over.”
De La Hoya had a glowing appeal that exceeded the normal boundaries of boxing and brought in fans, especially the female fans that no other boxer could boast. It was early in his pro career that he was dubbed with the familiar nickname “The Golden Boy.” That name had been used 40 years earlier to describe another Latino boxer from East LA by the name of Art Aragon.
Aragon passed away in 2008, having seen De La Hoya amass an impressive fan empire with his fists as well as his looks. It was a power that few in the history of boxing have ever experienced and made him a worldwide brand name.
“Well, it was humbling, overwhelming. At times it felt as if you could do nothing wrong. You feel unstoppable and that your fans always have your best interest. Whatever move you make your fans will be behind you 100 percent,” recalled De La Hoya, who is now the president of Golden Boy Promotions. “It made it that much better for me in my career. It made me feel as if I was really doing it for them.”
De La Hoya’s march through the boxing world included world titles in six different weight classes from junior lightweight to middleweight in a career that spanned from 1992 to 2008. He accumulated an estimated $800 million in boxing alone. It’s a staggering figure that seems unattainable for other prizefighters according to most observers, except the Golden Boy himself.
“I truly believe Canelo is ahead of the ballgame. At the tender age of 23 he can accomplish probably more than any other fighter in the history of the sport,” said De La Hoya. “He is a very mature 23-year-old person and knows what he wants. He wants greatness. He is going to go out of his way to beat the best. The way he handles himself outside the ring, it’s amazing.”
MEXICAN JAMES DEAN
Wherever Alvarez travels, his red hair serves like a lighthouse beacon and makes him easily recognizable. And now that his image is appearing in television commercials, gossip magazine shows and billboards throughout the world, people who don’t necessarily follow boxing know he is a celebrity.
“He’s like the Mexican James Dean,” said Schaefer. “He really has captured the heart of the female followers.”
Alvarez doesn’t acknowledge that he has this seemingly magic power over female fans. Despite the constant fawning and requests for photographs, the prizefighter reveals no Justin Bieber-like traits of pop star egoism. He’s cordial and professional with a hint of a smile when posing with fans of both genders.
The cinnamon-haired wonder was formerly engaged to Miss Mexico Universe 2003 and according to rumor magazines has current or former connections with actress and singer Cynthia Rodriguez, female boxer Kate Del Castillo and Televisa Deportes’ Marisol Gonzalez, a former beauty pageant winner. He refuses to be pinned down by media to substantiate any of the possible romances.
“I don’t like to speak about my personal relationships,” said Alvarez recently.
But the budding boxing star does have sponsors such as Asi, Telcel, Telmex, Price Shoes, Akron, Esto, Apasco, Cablemas, Pirma, CMB, Gatorade, Affliction and Winning, according to El Economista magazine. In all Canelo’s endorsements are worth roughly $1 million, according to industry sources. The lowest amount paid to have their brand on Canelo’s boxing trunks $30,000.
His popularity and marketing power can be easily measured by how he fares head-to-head against Mexican soccer.
“Every time Canelo fights the many televised soccer games in Mexico get humiliated,” said manager Jose “Chepo” Reynoso, who said he was given that information by television marketing experts. “They tell me Canelo’s fights receive five times more people than all of the soccer games combined.”
Alvarez also has his own promotion company called Canelo Promotions that provides tour packages and recording deals and stages boxing cards throughout Mexico and the U.S.
“He’s a special talent. Win lose or draw, he’s a great talent and star,” said Dan Goossen, president of Goossen-Tutor Promotions.
Asked if Alvarez could accomplish as much as Mayweather or De La Hoya, the rival promoter said it’s very possible.
“Today’s world is a little bigger universe and there’s a lot more money to be made in different markets,” Goossen said. “He’s got all the ingredients to be a major star.”
But can he fight?
De La Hoya says the immense popularity of a boxing matinee idol does have a tremendous price.
“I always felt that the male fan didn’t want to accept the fact that I could fight. It added more pressure to change up my style and get more physical; to take the punch and really get in there and win. It was a lot of pressure,” De La Hoya said.
Alvarez has the WBC junior middleweight title and refuses to be coddled. Image or not, he’s driven to establish credentials inside the ring.
“Boxing is my priority,” says Alvarez. “This is my dream.”
Being a matinee idol is not enough.
CANELO FOUR-PART SERIES
1. Origin of Canelo — Saul “Canelo” Alvarez is a household name in Mexico, but American fight fans are just beginning to learn of the redheaded fighter from Guadalajara. Learn how he got his start from the people in his corner. Ran Aug.18.
2. Canelo the Matinee Idol — Alvarez is a 23-year-old celebrity in Mexico. In many ways his very public life mirrors that of his boss, Oscar De La Hoya.
3. Proving his talent — Alvarez is proving to be the real deal. Another world-class boxer from Mexico, he’s had breakthrough fights with Sugar Shane Mosley, Josesito Lopez and Austin Trout. After demanding a fight with Trout, Canelo proved his marketability by nearly selling out the Alamo Dome in San Antonio. Coming Sunday, Sept.1.
4. Floyd vs. Canelo — Floyd Mayweather (44-0, 26 KOs) faces a new challenge in Alvarez (42-0-1, 30 KOs) in the year’s biggest fight on Sept.14. Coming Sunday, Sept.8.
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