Armed With HBO, Canelo Aims To Reclaim May, September
By Jake Donovan
Saul ‘Canelo’ Alvarez was content with whatever dates were available for a planned three-fight schedule in his 2014 ring campaign. Weekends dedicated to Cinco de Mayo in May and Mexican Independence Day in September were already claimed by Floyd Mayweather, who defeated Alvarez in the highest grossing event in boxing history last September.
That was then; this is now, and now Alvarez wants – actually demands – to have those dates back.
There was a problem, however; both fighters were fighting under the Showtime banner. There was no way anyone was going to tell Mayweather – the biggest draw in the sport – to move off either date, especially since his decision to fight twice in both 2013 and 2014 was an upgrade from annual ring appearances in years past.
So, Alvarez and Golden Boy Promotions did the next best thing – arm themselves with cable giant HBO, to whom they returned as announced Tuesday afternoon in Los Angeles.
“It is my pleasure to announce to you that Canelo will be fighting on HBO network,” de la Hoya told media on hand during a press conference held to announce the event, and again during a media conference call immediately thereafter. “We are extremely happy to be working with Ken Hershman and Mark Taffett.
“Ken Hershman was instrumental in putting this deal together. We are extremely, extremely happy to bring Canelo home to HBO, which was my home for more than 30 fights.”
de la Hoya appeared on HBO and its PPV arm a network-record 32 times. The terms of Alvarez’ deal weren’t discussed, other than to claim that it’s long-term and with the intention of his one day threatening de la Hoya’s record. At just 24 years of age and seemingly at his peak, there’s no reason to believe he doesn’t have plenty of fight in him.
Alvarez (44-1, 31KOs) had long ago established himself as Mexico’s biggest draw. He was always identified by his cinnamon-colored hair (hence, the ‘Canelo’ nickname), but it takes more than that to make it as the face of the Mexican boxing scene. The rapid manner in which he rose through the ranks was what helped him reach that point, becoming an instant hit once he began fighting regularly in the United States.
His popularity also helped tremendously in beefing up ratings and buy rates on key dates in May and September, although never quite headlining on either date in the U.S. until 2012. Ironically, his first stateside main event on Mexican Independence Day – a knockout win over Josesito Lopez in Sept. ’12 – occurred in his first fight with Showtime, a move motivated by HBO’s decision to grant the fight date to Julio Cesar Chavez Jr. in challenge of Sergio Martinez and the lineal middleweight championship.
Both events took place mere miles apart in Las Vegas, and both proved to be a smash at the box office. Chavez Jr.-Martinez sold 600,000 pay-per-view units for HBO, while Alvarez’ status atop a televised quadrupleheader resulted in the highest-rated Showtime boxing telecast since Bernard Hopkins fought to a draw with Jean Pascal in their first fight in Dec. ’10.
Alas, it was the only time Alvarez served as the A-side of a major show in the United States on either of the two key weekends dedicated to his countrymen. His 2014 campaign marked the first time in six years in which he didn’t get to fight on Mexican Independence Day weekend, with his two ring appearances on the year thus far having taken place in March and July.
Alvarez is due to return in December, though the opponent, venue or official date has yet to be established. Assuming all of that is firmed up in the next week or so – as promised by de la Hoya – and he proves victorious, the plan is to then move to May and September appearances in 2015.
“I’ve always wanted to fight on Cinco de Mayo and Mexican Independence Day,” Alvarez stated. “As a Mexican National, these are days my people have always celebrated. Those are Mexican dates. They should be (headlined) by a Mexican fighter.”
The announcement comes with the full understanding that Mayweather has already claimed to do so as well. The unbeaten pound-for-pound king never seemed too concern with Alvarez’ growing desire to “take those dates back,” as he vowed in the days leading up to his July win over Erislandy Lara.
“He can fight on those dates… in Mexico,” Mayweather remarked prior to his rematch win over Maidana. Wherever Alvarez chooses to fight, it won’t be in his hometown of Las Vegas, according to the pound-for-pound and boxing office king. Vegas, after all, is where he has spent the past eight years of his Hall of Fame career.
Even in owning a win over Alvarez – and de la Hoya for that matter – Mayweather could very well find stiff competition on his hands come next May and beyond.
“Canelo Alvarez gave me my marching orders, and that is fighting May of next year and September of next year,” de la Hoya announced. “As his promoter, I have to do everything I can to make that happen for him.”
If all goes well in December – when Alvarez will return on regular HBO, as his contract calls for appearances on PPV and on premium cable – the next stop would appear to be entering negotiations for a possible showdown with middleweight king Miguel Cotto. Such a fight is the biggest that can be made in the sport, outside of the one fight that seems destined to never happen – a matchup between Mayweather and Manny Pacquiao.
Alvarez returning “home” to HBO significantly heightens his chances of facing Cotto, who – save for an occasional trip across the street – has spent the majority of his 13-plus year career.
There exists the argument that the two would have to agree to fight each other in order to get Mayweather to blink. The unbeaten reigning welterweight and super welterweight king – for better or for worse – is by far the leading attraction in the U.S. boxing scene. His status is great enough to where even Pacquiao – the second biggest box-office star, with the margin no longer as close as it once was – and Top Rank know to schedule the Filipino southpaw’s events during non-conflicting points in the year.
A planned appearance on regular HBO will go a long way to help once again raise the profile of Alvarez, whose last live non-PPV fight came last April in a title-unifying win over Austin Trout. The fight served as a major ratings score for Showtime in a banner 2013 campaign that saw the network significantly close the gap between itself and long-time industry leader HBO.
Three straight PPV headliners have followed, with his serving as the B-side in the only one that truly rated – the loss to Mayweather. Wins over Alfredo Angulo in March and Lara in July drew respectable numbers (reportedly in the 300,000-325,000 range in terms of units sold for each event) relative to the size of the events, but proof that Alvarez is still in need of a strong dance partner to force the other leading attractions of the sport to take notice.
Cotto fits that bill, and has already declared to sit out the remainder of 2014. Another fighter who qualifies for such status is Chavez Jr., who remains a part of the HBO family despite currently sidelined amidst a legal battle with Top Rank.
Then there is Pacquaio, who – pending the outcome of his Nov. 22 clash with unbeaten Chris Algieri – for the moment has a wide open schedule come 2015.
“Those are obviously the names I’d like to fight. Those are the possibilities now that I’m with HBO,” Alvarez points out.
Golden Boy is well aware of this, and prepared to make the necessary moves – and flex its own celebrity muscles – to make that happen.
“Obviously it all depends on who Canelo is fighting,” de la Hoya points out, in regards to on what dates Alvarez gets to fight in 2015. “If Canelo is asking me that he wants May, I’m gonna get him May. Am I going to have to fight for it? Well, I wasn’t a 10-time world champion for nothing. Canelo asked for it and I’m going to have to grant his wish.”