It seems that the battle betweenCanelo Alvarez and Terence Crawford began from the very moment they both left the ring in Saudi Arabia, after the presentation of the eagerly awaited fight they will star in Las Vegas on September 12
Knowing the current narratives and the impact that marketing has on boxing, the native of Omaha, Nebraska, took a bold step, but one that will undoubtedly pay dividends, appealing to a huge sector of Mexicans who are not exactly fans of the famous Canelo.
Canelo and his well-known nationalism
The boxer, born in Jalisco, has always put nationalism first as a banner and claims that “all of Mexico supports him”, when this is essentially a lie. It is a chauvinistic boast that Canelo wields, with the only exception being what he calls “his detractors”, “his ‘haters'”
The reality, however, is very different. Mexicans know boxing, they have seen true legends of the sport, in times when money was not the most important thing, or at least not more than glory and supremacy, so Canelo has not invented anything and is not more relevant in the history of Mexican boxing – although he, his entourage and many media in his country insist on claiming it – than legends such as Raul ‘Raton’ Macias, Ruben Olivares, Salvador Sanchez, Julio Cesar Chavez or Juan Manuel Marquez, to name just a few.
Bud’s ‘business strategy’
And it seems that Crawford knows something about this reality, because in the purest style of Floyd Mayweather Jr, the first step he took upon returning from Arab lands, was to upload a post on his Instagram account, a series of T-shirts that incorporate his figure to the colors of the Mexican flag with the phrase “Viva Mexico” and are already on sale on his website tbudcrawford.com.
Just to remind you, the famous ‘Money’ stepped into the ring wearing a charro hat when he fought Oscar de la Hoya, just as his uncle Roger did against Julio Cesar Chavez. And then, they won something, even if it was just identity and empathy. That’s why it’s strange that Canelo, so dominant in marketing and business outside of boxing, did not foresee this direct hook to his chin.
Before even stepping into the ring at the Allegiant Stadium, Crawford had already won the first round.
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