Understanding The Hispanic Impact on Boxing and its affiliated markets
In the spring of 2015, Heineken USA Inc. launched their “Born Bold” campaign, which uses the Black Eagle as a metaphor to sell Tecate beer to their targeted bi-cultural Hispanic markets. The company targets the Sunbelt states, which include Arizona, California, New Mexico, Nevada, and Texas.
In February of this year, the Heineken owned Mexican beer brand announced their endorsement of “boxing’s biggest star,” Saul “Canelo” Alvarez. Tecate wasted no time by debuting a commercial starring Canelo as their protagonist. This commercial was strategically released prior to his Cinco de Mayo weekend match against the Brit Amir Khan. Canelo also agreed to wear Tecate-branded shorts for that fight, according to Sports Pro Media.
This should by no means take away from what Canelo has accomplished in his boxing career but his success is better understood in this commercial context.
So where does Kazakhstani knockout artist, Gennady Gennadyevich Golovkin fit in this equation? Fans and experts alike are salivating at the possibility of a Canelo v. GGG match-up on September 17th. But there is still a big question mark as to whether the fight will actually happen. It may not make the most financial sense for Golden Boy Promotions and their Golden Boy Canelo.
So far, the promoters have matched Canelo against second tier fighters like Khan who he can take down quickly and with great fanfare. But GGG is not a second rate fighter. He is an international star and would be expected to be paid like one. That would mean his representatives at K2 Promotions will have less power to negotiate a big ticket fight contract. Having the kind of commercial power Canelo has means his side can dictate the terms and conditions of a match.
Golden Boy Promotions and Heineken USA Inc. would likely prefer to put the off the fight to a later date, in order to let the anticipation build and maximize profits when it finally hits pay-per-view. With the big showdown between these two prizefighters left to marinate, Canelo’s value to the Latino market will only increase with each passing month. For now, bets are that Canelo will face another beatable fighter this September.