Mexican boxing icon Canelo Alvarez becomes global brand ambassador with 1win, further blending modern sports and entertainment

In May 2025, Saúl "Canelo" Álvarez, arguably one of the top-earning boxing athletes, announced that he had partnered with 1win, becoming global brand ambassador for the betting provider. Unsurprisingly, this partnership is yet another example of the growing collaboration between elite athletes and the betting industry.

The partnership comes in at perfect timing, too. Fresh off reclaiming his IBF super middleweight title on May 3, Álvarez de facto becomes the “heavyweight” face of 1win's active expansion into Latin American markets. For significant industry players racing against time to secure the spot in the emerging regional market, such partnership represents a calculated “bet” on star power as the key to achieve strategic goals.

Champion both Inside and Outside the Boxing Ring

It is important to point out that Álvarez, 34, as of now has built far more than just a boxing legacy. The Guadalajara native has systematically invested in a business empire that encompasses restaurants, gas stations, a fitness app, retail and real estate ventures, among other ventures. As a result, his annual earnings consistently place him at the top of the world's highest-paid athletes, not only limited to boxing. In their most recent edition, the Forbes magazine ranked Canelo at 22nd position globally.

Such an entrepreneurial track record particularly presents 1win partnership at a slightly different angle. We can reasonably expect that Álvarez will approach the brand deal as mutually beneficial business venture, and not simply cash endorsement checks, especially since this is the first such deal for Canelo. It seems that beyond classic marketing moves, 1win is pursuing integration into broader athlete ecosystem, such as sponsorship of Álvarez’s annual "No Golf No Life" charity tournament. The company operated an exclusive casino lounge at the May 30 event at Bosque Real Country Club in Mexico City, connecting the golf fundraiser with brand visibility.

Do Star Athletes Become Market Makers?

Partnership with Álvarez is a well-executed strategic move for an operator such as 1win. Founded in 2016 and operating globally under a Curaçao license with additional regional permits, the company is clearly set to compete within the emerging Latin America regulated gambling segment. Especially considering that it is projected to quadruple to $6.75 billion by 2027, with sports betting gross revenue expected to hit $1.24 billion in 2025 in Mexico alone, second only to Brazil.

The image of Álvarez may be the perfect model to enter the market, since in Mexico, he is more of a cultural icon who transcends beyond sports. The CEO of 1win referenced Álvarez's journey "from a farm near Guadalajara to the absolute top of world boxing," alleging that Canelo’s success story will resonate deeply with the local audience.

The partnership with Canelo Álvarez deal further develops a trending pattern in the playbook of modern business. As an example, Cristiano Ronaldo demonstrated how his superstar status can influence betting brands with his partnerships with PokerStars and later LiveScore, and then Conor McGregor reinforced brand identity in deals with Parimatch and BetSafe using the athlete persona.

We are yet to see how 1win's approach with Álvarez will contribute to brand’s evolution. The partnership currently promises "exclusive content, exciting challenges, and big surprises" for users. This engagement focus acknowledges that modern sports fans crave for experiences, association, and authentic connection with the stars. The manifestation of this focus took place during the May 29 VIP meet-and-greet event in Mexico, where top 1win users met Álvarez personally, creating organic marketing impression unmatched by traditional advertising.

Naturally, this strategy extends beyond Mexico. 1win is building a diverse brand ambassador portfolio, including cricket star David Warner and even an adult film actor Johnny Sins. Such definitely unconventional approach to market segmentation allows targeting specific demographics and regions, which may be the key to the future of the industry. Modern betting platforms increasingly resemble media companies, creating experiences that connect with the audience personally, more than just wagering and making bets, with 1win itself being positioned at the crossroads of "sports, entertainment, and technology."

The Bottom Line

The modern dynamics between sports business and betting industry is well represented by the instance of Canelo Álvarez “betting” on 1win, and 1win “betting” on Canelo. Like the boxer has said in his official X (formerly Twitter) announcement, “I stand with the strongest. That’s why I’m now an ambassador for #1win, the brand that knows the price of risk and the taste of victory.” In these terms, both parties complement their strengths: Álvarez offers credibility, influence, and cultural connection, while 1win provides global platform reach and has necessary resources to amplify Canelo’s voice beyond boxing. However, his quote mentions risks for a reason. The success of the partnership will ultimately be measured in expanding the customer base, revenue growth, and market gains in Latin America.

There might be some early indicators, such as successful VIP events and embedded promotions, suggesting positive momentum. However, the partnership's true test lies in consistent quality execution, audience engagement, and navigating inevitable challenges.

One conclusion can be made for certain: emerging is the new blueprint of strategic relations between sports industry, betting, and entertainment. This new type of engagement is surely replacing traditional endorsements, and aims to create value through rich experiences and authentic market connections. In this new evolving paradigm, the winners are not the ones who place the best bets, but those who best understand that modern sports betting is as much about entertainment and community as it is about wagering.

The bell “has rung” on this partnership! Now the time is to enjoy the show and see who emerges victorious.