Canelo Alvarez

Canelo Álvarez is a Mexican professional boxer with a net worth in millions of dollars. He has earned the majority of this through high-profile boxing matches, pay-per-view revenue, and endorsement deals. His fights consistently rank among the most-watched, generating millions in prize money and bonuses.

Outside the ring, Álvarez has built a diverse business portfolio. He owns a network of gas stations and convenience stores across Mexico, providing steady income. He also operates a clothing line under his own brand. In the food and beverage sector, he launched an energy drink and a tequila label, both of which have gained significant market presence. Álvarez further boosts his wealth through investments in luxury cars and real estate.
 

What is Canelo Álvarez's Net Worth?

As of April 2025, Canelo Álvarez’s net worth is estimated to be around $250 million. 

Throughout his career, Álvarez has generated a total of $600 million in pre-tax earnings from all income sources.

Recognized as one of boxing’s all-time biggest pay-per-view draws, he has consistently ranked among the world’s highest-paid athletes, appearing on Forbes’ list in 2019, 2022, and 2023.

Between June 2018 and June 2019, Álvarez earned $95 million from his growing empire. Over the next 12 months, he brought in another $40 million.

For his fight against Floyd Mayweather, Álvarez received a $5 million base purse, along with a share of the pay-per-view revenue, bringing his total earnings to approximately $12 million.

In May 2016, Álvarez earned an estimated $15 to $25 million for defeating Amir Khan, with the Nevada Athletic Commission reporting a live gate of over $7 million.

His first fight against Gennady Golovkin brought in more than $40 million, with ESPN reporting over $20 million in live gate revenue.

On October 17, 2018, Canelo Álvarez signed a five-year, $365 million contract with Oscar De La Hoya’s promotion company and DAZN. At the time, it ranked among the largest contracts in sports history.

According to the deal, DAZN would pay Golden Boy Promotions $40 million per fight for ten fights between 2019 and 2020, with Canelo Álvarez receiving $35 million per fight.

However, in September 2020, Canelo filed a breach of contract lawsuit against DAZN, Golden Boy Promotions, and CEO Oscar De La Hoya. The lawsuit demanded $280 million in damages, along with compensation for lost sponsorships and ticket revenue. The dispute followed a year of disagreements, during which it became clear Canelo might not fight at all in 2020.

In 2021, he signed a new contract with Matchroom Boxing, guaranteeing him $40 million per fight.

His bout against Caleb Plant in 2021 earned him $40 million, while his fight against Gennady Golovkin in 2022 brought in $45 million, generating significant revenue from each event.

From June 2020 to June 2021, his earnings surged again, totaling $90 million. In 2023, Álvarez was ranked as the fifth highest-paid athlete globally by Forbes, with earnings of $110 million between May 2022 and May 2023.

In 2024, Álvarez earned $73 million, placing him third among the highest-paid boxers, behind Tyson Fury and Oleksandr Usyk.

What Businesses Does Canelo Álvarez Own?

Over the years, the 43-year-old Mexican boxer has diversified his income through a range of business ventures across multiple industries. Some of his most notable ventures include:

• Canelo Energy: In July 2021, Mexican boxing champion Saúl 'Canelo' Álvarez officially introduced his gas station brand, Canelo Energy, in Mexico. Initially, he announced plans to open between 90 and 100 stations across the country. By December 2023, the network had expanded to include five gas stations in western Mexico.
• Upper: In August 2022, Canelo Álvarez launched a chain of convenience stores in the Guadalajara metropolitan area under the name Upper by Canelo Energy. Designed to complement his gas station brand, these stores follow a similar model to the Oxxo franchise, which pairs retail locations with fuel services. As of 2023, the chain includes 20 stores across western Mexico. Upper offers a wide range of products including batteries, USB cables, headphones, mobile phones, pet food, frozen goods, alcoholic beverages, and electronic cigarettes. The brand Upper Energy also falls under this retail umbrella.
• Yaoca: On April 17, 2023, boxing champion Saúl “Canelo” Álvarez co-founded Yaoca Brands with José Carlos Montibeller. The company offers a variety of health and fitness products, including energy drinks, protein powders, creatine, pre-workout supplements, and vegan options. While the energy drink is the most popular, Yaoca also sells whey protein, weight gainers, and shakers, available as powders or ready-to-drink products.
• Canelo Promotions: Álvarez is the founder and head of Canelo Promotions, a boxing promotion company he uses to promote both his own fights and those of other boxers. Based primarily in Mexico, the company gives Álvarez more control over the terms and organization of his matches. Despite his past legal issues with DAZN, Canelo Promotions has continued to work with the platform co-hosting a fight series in 2021 that began with Julio Cesar Martinez vs. Joel Cordova. The company has also been active in recent events, promoting fights such as Canelo vs. Berlanga on September 14, 2024, and Canelo vs. Scull on May 3, 2025.
• Canelo Store: The Canelo Store is the official merchandise brand of Saúl "Canelo" Álvarez, offering a wide selection of apparel and accessories for men, women, and children. Founded in Las Vegas and available online, the store features items such as limited-edition caps, logo-branded t-shirts, athletic jackets, and tracksuits. Prices range from $16.50 for shirts to $160 for high-end apparel, with regular discounts available. The merchandise reflects Canelo's personal style and boxing legacy, making it popular among fans worldwide. Products can be purchased through the official website: store.caneloteam.com.

What Brands Does Canelo Álvarez Endorse?

Throughout his career, the Mexican boxing superstar has secured numerous endorsement deals and partnerships with prominent companies. Some of his most notable collaborations include:

• Everlast: In February 2014, Saúl "Canelo" Álvarez signed a global, multi-year, exclusive equipment deal with Everlast Worldwide Inc., the leading brand in fight sports and fitness equipment. Under this agreement, Álvarez committed to using Everlast fight gloves in competition and training exclusively with Everlast gear. As part of the partnership, Everlast built and outfitted Canelo’s personal gym in Southern California with its training equipment. Beyond the ring, Álvarez also became a key figure in Everlast’s international marketing campaigns, playing a prominent role in both direct-to-consumer and retail promotions.
• Under Armour: In March 2012, Álvarez signed a multi-year partnership with Under Armour, agreeing to wear the brand’s trunks and boots during his fights. In addition to sporting Under Armour gear in the ring, he also promoted the company through his social media platforms.
• Tecate: In February 2016, Tecate, a Mexican beer brand owned by Heineken, signed long-term deals with Álvarez and his promoter, Golden Boy Promotions. As part of the multi-year agreement, Tecate became the exclusive beer and presenting sponsor for Golden Boy fights, with its branding featured in the center of the ring, around the mat, and throughout the arena at each event.
• Value Grupo Financiero: In 2019, Álvarez teamed up with the fund management company Value Grupo Financiero to help oversee his growing wealth. Since forming the partnership, they've collaborated on multiple ventures, with Álvarez also promoting the brand by featuring its logo on his boxing trunks.
• Hennessy: In 2017, Hennessy partnered with Álvarez to bring its iconic mantra, "Never stop. Never settle," to life. The collaboration aimed to deepen fan engagement, particularly during Canelo’s high-profile bout against Callum Smith. Through this partnership, both Hennessy and Canelo boldly represented the spirit of perseverance and ambition, making the campaign a powerful celebration of dedication and excellence.
• Louis Vuitton: The French luxury brand Louis Vuitton had an endorsement deal with Álvarez, who was often seen carrying their bags and wearing their clothes, including hoodies from the Supreme x Louis Vuitton collection, until 2022.
• Michelob Ultra: In 2023, Saúl "Canelo" Álvarez appeared in a Michelob Ultra Super Bowl LVII commercial, which paid tribute to the classic film Caddyshack. In the ad, Canelo drives a golf cart stocked with Michelob Ultra and shares the screen with fellow sports stars Serena Williams, Alex Morgan, Jimmy Butler, and actor Brian Cox.
• Roger Dubuis: In March 2023, Álvarez partnered with luxury Swiss watchmaker Roger Dubuis to launch a limited-edition timepiece: the Excalibur Canelo Alvarez Victory watch. This exclusive collaboration blends Canelo’s boxing legacy with Roger Dubuis’ high-end craftsmanship. The watch features a 45mm, 18-karat pink gold skeletonized case, a sleek black and gold design inspired by Canelo’s Mexican heritage, and a double flying tourbillon. Crafted with premium materials like carbon fiber and a gold bezel, it’s powered by the signature caliber RD106SQ movement, visible through a sapphire crystal case back.
• Roobet: In September 2022, Roobet, a rapidly growing cryptocurrency casino, announced Saúl "Canelo" Álvarez as an official brand ambassador.
• VMC: In 2022, Álvarez partnered with Spirit of Gallo and Casa Lumbre to launch VMC, a ready-to-drink tequila-based canned cocktail brand. VMC stands for "Viva Mexico Cabrones", a bold phrase expressing Mexican pride and often used by Álvarez as a rallying cry. Initially launched in Mexico, the brand expanded to the U.S. market in 2023. VMC is available in three signature flavors: Paloma (grapefruit), Margarita (lime), and Jamaica (hibiscus), reflecting traditional Mexican tastes with a modern twist.
• Coppel: In September 2018, Coppel, a prominent Mexican department store chain, launched its "Mejora tu Vida" ("Improve Your Life") campaign featuring Saúl "Canelo" Álvarez. The campaign aimed to inspire Mexicans to strive for personal growth and improvement.
• Cleto Reyes: Álvarez has endorsed the renowned Mexican boxing equipment brand Cleto Reyes, known for its high-quality gloves and gear. He has been seen training and fighting with Cleto Reyes gloves, which are a favorite among professional boxers for their craftsmanship and performance.
• I CAN: In April 2023, Álvarez launched a fitness app called I CAN. The app offers users a personalized daily workout program tailored to their chosen goals and schedule.
  I CAN also include weekly nutritional plans designed for all fitness levels- beginner, intermediate, and advanced. These plans are inspired by the same workouts and routines Canelo uses to train professional boxers, providing users with a comprehensive fitness and nutrition experience.
• Dolce & Gabbana: In June 2023, Álvarez and his wife, Fernanda Gómez, were honored guests at Milan Fashion Week, where they both showcased outfits by Italian luxury fashion house Dolce & Gabbana. Canelo wore a striking vanity suit from the Roma collection, crafted in printed silk twill, paired with sleek white Serafino sneakers for a polished, stylish look.
• DAZN: Canelo collaborated with DAZN to release a series of NFTs commemorating his fight against Billy Joe Saunders. These digital collectibles included exclusive items like the "How It Started" and "How It Ended" moments.

Assets and Lifestyle of Canelo Álvarez

Canelo Álvarez’s Houses

Over the years, the world champion fighter and savvy business mogul has built an impressive real estate portfolio, including a luxurious mansion in Guadalajara. Let’s take a look at the most notable details of his properties:

• Mansion in Guadalajara: Álvarez purchased a luxurious mansion in Guadalajara, Jalisco, for $5.5 million. The property features expansive living spaces, a state-of-the-art gym, a swimming pool, beautifully landscaped gardens, and high-end finishes throughout. It also includes a private garage for his impressive car collection and a home theater. Álvarez spends a significant amount of his time there, especially when he's not training or traveling, enjoying the comfort and privacy the property provides.
• Mansion in San Diego, California: Álvarez owns a stunning mansion in San Diego, California, valued at around $6 million. The property is a 6-bedroom, 6.5-bathroom, 11,970-square-foot home situated on 1.14 acres in the exclusive gated community of Del Mar. Built in 2007, the mansion features a pool, spa, waterfall, orchard, and an outdoor kitchen, along with an extensive gym and fitness area, offering both luxury and functionality.
• Las Reinas Estate: Álvarez owns a ranch in Guadalajara, Mexico, where he and his wife, Fernanda Gómez, celebrated their wedding at Rancho Las Reinas in May 2021.

Canelo Álvarez's Cars

Over the years, the undisputed super middleweight champion has built an impressive collection of luxury cars, including Rolls-Royce, Mercedes-Benz, BMW, and several other high-end vehicles. Let’s take a look at his lavish car collection.

• 2018 Bugatti Chiron: Álvarez owns a 2018 Bugatti Chiron, which is the most expensive car in his collection. He reportedly paid around $3 million for it.
• McLaren 650S: Álvarez owns a McLaren 650S, a limited-production supercar with only 50 units made, all of which sold out quickly. Meanwhile, hip-hop star Drake owns a McLaren 675LT.
• Rolls-Royce Ghost: Álvarez owns a Rolls-Royce Ghost as part of his car collection. He has mentioned that he always rides as a passenger and never drives it himself. Notably, former UFC Champion Conor McGregor owns a custom Rolls-Royce Ghost.
• Lamborghini Aventador S: Álvarez has a Lamborghini Aventador S in his car garage. Interestingly, pop singer Justin Bieber also owns a light blue Lamborghini Aventador.
  Explore the luxurious cars in Canelo Álvarez’s impressive automotive fleet.

What's Next For Canelo Álvarez?

Canelo Álvarez is set to face IBF super middleweight champion William Scull on May 3, 2025, at the ANB Arena in Riyadh, Saudi Arabia, as part of a four-fight deal with the Riyadh Season sports and entertainment initiative. This bout will determine the undisputed super middleweight champion, making it one of the most significant fights of the year. 

If Álvarez emerges victorious, he is expected to take on Terence Crawford in a highly anticipated matchup slated for September, potentially in Las Vegas. This pivotal chapter in Álvarez’s career could further solidify his legacy as one of the greatest boxers of all time.

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