In a
business that must prepare for life without the likes of Floyd Mayweather and
Manny Pacquiao in the very near future, it's important that boxing develops
future marquee attractions. While there are many individuals who hold the
designation of “champion” by virtue of a sanctioning body title, rarer are
those who have genuinely earned the right to call themselves the best in a
division, the truly elite who are listed among arbitrary pound-for-pound
lists. But few are those who can truly say they are legitimate draws, those who
are truly franchises and move the needle. When they fight, it's not just a
fight but an event, a happening that is vital to the industry.
Quick, name some fighters
who carry that lofty distinction in North America besides the aforementioned
duo?
Miguel Cotto comes to mind.
As does Julio Cesar Chavez Jr. Lucian Bute also must be mentioned.
Then there is Saul “Canelo”
Alvarez, who may have just cemented his status as a bona fide star on both
sides of the border. Yes, it's true that he must still beat the talented and
difficult Austin Trout on April 20th in San Antonio, Texas
but who else could tell Mayweather to take a hike when the man who headlines a
pay-per-view card on May 4th versus Robert Guerrero simply
wouldn't commit to a fall showdown? Throughout much of the early part of the
year, it was assumed that “Canelo” would play a supporting role (again) on
Mayweather's card and then face him in mid-September.
When that didn't happen,
Alvarez decided to simply get off this card and headline his own show.
“That is correct,” said
Alvarez through Golden Boy Promotions publicist Ramiro Gonzalez on March 4th,
a day he spent in Los Angeles to shore up his deal to face Trout. “There were
negotiations in December where they said I would fight on May 4th in
order to face him on September 14th, Mexican Independence Day [weekend].
Unfortunately, he was saying this; he was saying that but nothing was concrete.
So today, I came to see [Golden Boy CEO] Richard [Schaefer] and Oscar [De la
Hoya] at the office and we finalized my fight against Austin Trout because he
never kept his word. I think he was making me wait the last couple of weeks
because he had other intentions. That's what I think but like I said, I have so
many options where I can do my own thing.
“Now I have the fight
against Trout on April the 20th, which is going to be a
great thing.”
Most fighters would beg and
plead for a televised spot on a Mayweather card. For Alvarez, it was becoming
an inconvenience, an impediment to his Q-rating in the States. It was important
for Alvarez to headline his own show. He simply was not going to be used by
anybody to bolster his pay-per-view bottom line.
“Yes, absolutely,” he said, “and
I don't want to depend on anybody. I'm very happy that I have my own date, my
own venue, my own fight, which is going to be a big fight and I feel very happy
because I don't have to depend on somebody else.”
Theoretically, promoters are
supposed to work on behalf of their clients but in reality, the overwhelming majority
is dictated to like employees and relegated to orders. By virtue of his star
power, Alvarez is that rare fighter who gives directives to his
representatives. And it didn't surprise Schaefer that he stuck by his
convictions. “He was actually very consistent on that, he said that from the
very beginning and so I'm not surprised he did that. We have to understand -
and maybe for us, it's a little difficult - but in Mexico, the guy is like
Mayweather here. You look at the ratings when he's been on the Mayweather
cards, the last two fights, they actually peaked with him. Then when Mayweather
came on, the ratings went down on Televisa. So [Alvarez]'s like a god over
there. He's bigger than the national soccer team.
“And even though he's young, he has a mind of his own and he felt very strongly about it, that, ‘If Mayweather commits now, great. I'll fight on the [May 4th] card.’ We met at the office and he said, ‘I'm going to focus on Trout and after that, we'll see. And that's what Mayweather said as well, ‘If everything goes well, if ‘Canelo’ wins, we'll have conversations to see if we can put that fight together,’ for that fight between Mayweather and ‘Canelo’ for September 14th. Mayweather is very determined about that and so is ‘Canelo,’ hopefully we can get it done.”
But will Mayweather, who's
much more of a welterweight than junior middleweight, ever move back up in
weight to face a young, hungry fighter in his prime like Alvarez, as he is now
in the midst of a record-breaking deal with Showtime? Last year, at 154 pounds,
while Mayweather defeated Cotto handily on the scorecards, it was still a
physical contest that saw him get touched up and bloodied.
So will Mayweather ever get
a taste of cinnamon?
“I don't know,” admitted
Alvarez, who believed it was time to concentrate on his own business, “and
that's why I will not wait for his decisions because those are his decisions.
That's why I came to the office and we have a plan. I'm going to fight on April
the 20th and then I'm going to have my first pay-per-view on
September 14th. I will not wait for anymore lies because I'm a
fighter; he's a fighter but he never committed to what he was saying. So I
don't know if he will fight me or not, so I don't want to pause for the same
situation. I'm an elite fighter and I'm going to keep fighting.”
And Alvarez will do so at
the Alamodome, no stranger to the “Sweet Science” having hosted Julio Cesar Chavez
Jr.’s fight last year against Marco Antonio Rubio in front of a sizable throng
and, most famously, for having over 63,000 (mostly Mexican) patrons in the
house to see Julio Cesar Chavez Sr. battle Pernell Whitaker to a controversial
draw in 1993. With its high volume of Mexican-Americans, San Antonio is an
ideal setting for Alvarez to continue increasing his profile in America. No,
they won’t draw what Chavez vs. Whitaker did but they will most likely draw the
highest attendance of any show in the United States in 2013. Much of it because
of Alvarez's prodding.
“Y’ know, what ‘Canelo’ told
us as well, he wants to make sure that there's going to be tickets for every
size of wallet,” said Schaefer of this promotion, which will coincide with the
annual San Antonio Festival. “We are actually going to have tickets less than
movie tickets - 10 bucks. Tickets are
going to start at 10 dollars and there's going to be plenty of 10 dollar
tickets available. We really want the masses to be able to see ‘Canelo’ because
I think we are witnessing something special.” The young man seems to realize
there is strength in numbers. In an era of quality fighters relegated to
performing in sterile casino ballrooms, Alvarez is clearly establishing himself
as an entity who can move the turnstiles on both sides of the border. Former junior
lightweight titlist Jesse James Leija, now a promoter alongside his partner,
Mike Battah (who formed Leija Battah Promotions), will be handling this event
locally for Golden Boy. He says the Alamodome will be most likely configured for
a capacity between 25,000 and 30,000. The pricing for this event (which will
range from $300 to $10) will help ensure there won’t be a preponderance of
empty seats.
“And that comes directly
from ‘Canelo.’ He wants to make sure that the families show up, take their kids
and be part of that. I have to really hand it to ‘Canelo’ for wanting to send
that signal,” said Schaefer.
Yeah, this is about business
and branding but Alvarez also hopes to legitimize his run as the WBC's junior
middleweight champion. His title run is as much a testament to how cherished he
is by the organization’s president Jose Sulaiman for his ability to drive
higher sanctioning fees than his actual ability to compete at the world-class
level. In many ways, “Canelo” is akin to that young pop sensation whose early
albums went up the charts and sold platinum but there was still a question of
just how well he could really sing. Does he really have the pipes or is he a
creation of slick marketing? In the last year or so, there had been a rising
chorus of criticism which escalated as Chavez Jr. had a series of more meaningful
bouts that culminated in a failed shot at the middleweight crown against Sergio
Martinez.
He says of the barbs thrown
his way, “The criticism is going to exist always. I have to deal with that. I
have to live with that. We have to live with that criticism forever. Even
though if you defeat good opponents or the bad ones, criticism is going to
exist.” Alvarez hasn't exactly faced the likes of Mike McCallum since he won
this belt in March of 2011 but to be fair, it wasn't completely for lack of
trying. Last year, he saw the likes of Paul Williams, Victor Ortiz and James
Kirkland all fall by the wayside as his September foe for various reasons. Then
as he looked on ringside from Madison Square Garden in December, he saw his
payday against Miguel Cotto evaporate as the Puerto Rican was outboxed by
Trout.
Yeah, the “Curse of ‘Canelo’”
was alive and real. Prospective opponents fought in front of him at their own
peril.
“For a moment when I was by myself, I was thinking, ‘Why is this happening to me? Why?!’ But it's part of the boxing life and at the end of the day, I reflected and said, ‘Everything's going to be OK. Something has to come out well on behalf of my team and myself and my fans,’ and look, it's happening right now,” says Alvarez, who, at 22 years old, is wise beyond his years.
And this fight, risky as it
is, is more than just a unification bout (as Trout holds the WBA title). It’s
something much deeper.
“Besides the fact he's a
good fighter, this is something personal,” explained Alvarez, who has a career
record of 41-0-1 (with 30 stoppages to his credit). “He defeated my brother and,
honestly, I really liked this fight. That's why I chose it. That's why I wanted
Austin Trout because this is something personal; besides the championships
involved, the WBC and WBA, this is personal. He defeated my brother, Rigoberto.”
SEPT 14TH
OK, at last count, Alvarez and Floyd Mayweather have stated their intentions to headline the highly coveted September 14th pay-per-view slot. So if they don't face each other, whose is it?
“We'll worry about that after the fight,” said Schaefer, who made it clear that a potential match-up between Mayweather and Alvarez is still not out of the picture.
Then you have Top Rank and Bob Arum, who have intentions on placing Juan Manuel Marquez vs. Manny Pacquiao 5 on this date. Yeah, history is repeating itself (over and over) with these two companies but don't count on two pay-per-view boxing cards on the same night. “The industry will make that decision, Pac-Marquez 5 against the ‘Canelo’ fight is a no-contest,” said Arum, who isn't exactly unbiased in his assessment.
One of the possibilities being thrown around to face Alvarez in September is middleweight champion Sergio Martinez, who faces the rugged Martin Murray in Argentina on April 27th. When asked about this, Martinez’s adviser, Sampson Lewkowicz, told Maxboxing, “We have an excellent, three-fight deal with HBO. [Alvarez] would have to come to our side of the street and come up to HBO.”
Currently, Alvarez is part of the mass exodus of Golden Boy fighters now appearing on Showtime's airwaves.
CANELO FLURRIES
Prices for “Canelo” vs. Trout: $300, $150, $100, $75, $50, $25 and $10 and will go on sale Monday according to Jesse James Leija...Leija says the return of the “Baby Bull” Juan Diaz will take place on April 13th in Corpus Christi...Speaking of Chavez Jr., who will return in Texas in June, Brian Vera - who is from the Lone Star State - is in the running to land that assignment...The bout between Chris Arreola and Bermane Stiverne will now take place on April 27th and will be added to the HBO broadcast alongside Martinez vs. Murray and Antonin Decarie vs. Luis Abregu as part of a split-site tripleheader. This means both HBO and Showtime will have competing three-fight telecasts that evening...RIP to Paul Bearer...I can't lie; I really like “Rules of Engagement” on CBS…
SEPT 14TH
OK, at last count, Alvarez and Floyd Mayweather have stated their intentions to headline the highly coveted September 14th pay-per-view slot. So if they don't face each other, whose is it?
“We'll worry about that after the fight,” said Schaefer, who made it clear that a potential match-up between Mayweather and Alvarez is still not out of the picture.
Then you have Top Rank and Bob Arum, who have intentions on placing Juan Manuel Marquez vs. Manny Pacquiao 5 on this date. Yeah, history is repeating itself (over and over) with these two companies but don't count on two pay-per-view boxing cards on the same night. “The industry will make that decision, Pac-Marquez 5 against the ‘Canelo’ fight is a no-contest,” said Arum, who isn't exactly unbiased in his assessment.
One of the possibilities being thrown around to face Alvarez in September is middleweight champion Sergio Martinez, who faces the rugged Martin Murray in Argentina on April 27th. When asked about this, Martinez’s adviser, Sampson Lewkowicz, told Maxboxing, “We have an excellent, three-fight deal with HBO. [Alvarez] would have to come to our side of the street and come up to HBO.”
Currently, Alvarez is part of the mass exodus of Golden Boy fighters now appearing on Showtime's airwaves.
CANELO FLURRIES
Prices for “Canelo” vs. Trout: $300, $150, $100, $75, $50, $25 and $10 and will go on sale Monday according to Jesse James Leija...Leija says the return of the “Baby Bull” Juan Diaz will take place on April 13th in Corpus Christi...Speaking of Chavez Jr., who will return in Texas in June, Brian Vera - who is from the Lone Star State - is in the running to land that assignment...The bout between Chris Arreola and Bermane Stiverne will now take place on April 27th and will be added to the HBO broadcast alongside Martinez vs. Murray and Antonin Decarie vs. Luis Abregu as part of a split-site tripleheader. This means both HBO and Showtime will have competing three-fight telecasts that evening...RIP to Paul Bearer...I can't lie; I really like “Rules of Engagement” on CBS…
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