Canelo Alvarez continues to make headlines—both inside and outside the ring. As anticipation builds for a potential showdown with two-weight undisputed champion Terence Crawford, the Mexican superstar has reportedly hit a major career milestone, crossing the $73 million mark. But according to the latest reports, Canelo has now eclipsed that figure with a lucrative new deal, taking his earnings to even greater heights.

You see, Sportico just dropped its 2024 list of the 100 Highest-Paid Athletes, and former undisputed super middleweight champion Canelo Alvarez landed at #3 among the boxers in the list, raking in a massive $73 million from his fights last year. Canelo was behind former WBC heavyweight champion Tyson Fury (with $147 million) and Oleksandr Usyk (with $122 million). Regardless, the Mexican superstar now seems to have bagged a deal with luxury fashion brand AMIRI. The company recently announced Canelo Alvarez as their brand ambassador in a bid to strategically expand in Latin America. 

In a social media post announcing their partnership, AMIRI claimed that Canelo Alvarez and their founder, Mike Amiri, have known each other in the past. “[They] first met in California, discovering a mutual dedication to their respective crafts, a shared passion for the constant pursuit of excellence, and an innate link to inspiring their communities around the world.”

While the exact financial details about this partnership remain a mystery, given AMIRI’s reputation and scale, Canelo Alvarez is expected to have made a pretty penny from the deal. Interestingly, this isn’t the first time Canelo has partnered with a clothing brand. His past dealings include brands like Dolce & Gabbana, Under Armour, and 619 Underground Clothing.

Meanwhile, ‘Cinnamon’ is expected to lock horns with IBF super middleweight champion William Scull on May 3rd at The Venue Riyadh Season, Riyadh. The undisputed clash will lead the 34-year-old boxing legend into a much-talked-about match against Terence Crawford in September.

This comes after Canelo signed a four-fight deal with His Excellency Turki Alalshikh, which some sources claim was worth $400 million. Regardless, Canelo Alvarez and Mike Amiri have shared their thoughts on the partnership, indicating a bright future for both.

Canelo Alvarez is ready to step into another world

According to statements obtained by EssentiallySports, Mike Amiri expressed his excitement about working with one of boxing’s biggest stars. “Athletes are our modern icons– they inspire people around the world to believe that anything is possible… I am proud to be able to welcome my friend Canelo as our latest AMIRI ambassador – we share a philosophy of excellence and a dedication to inspiring others,” Amiri said.

Meanwhile, Canelo Alvarez seemed eager to start representing the company outside the ring. “I am excited to partner with AMIRI and to work with Mike Amiri, a designer I admire and a brand I truly respect,” Canelo Alvarez said. “This is stepping into another world—outside of my sport, into the world of fashion, yet both are worlds that share passion, commitment to excellence, and skill in craft that inspires people across the globe.”

That said, Canelo Alvarez seems to be kicking off 2025 by raking in millions from multiple avenues. Whether it’s inside the ring or through brand deals, Canelo consistently aligns himself with the biggest paydays. What do you think about his latest partnership?