By Our Special Correspondent
A top iGaming brand, 1w, recently announced a new partnership with the boxing superstar, Canelo Alvarez. The collaboration will make Alvarez the newest official brand ambassador for 1w, enabling him to show off the brand’s vision and offerings to his fans worldwide. For 1w, it’s an opportunity to feature the star in their marketing campaigns and expand influence.
The timing of the deal, announced on May 2, 2025, comes days before his historic recovery of the undisputed super middleweight title. Alvarez took back this status on May 3rd after beating William Scull in Riyadh, Saudi Arabia. Following the win, he reclaimed the IBF belt to complement his existing WBA, WBC, and WBO titles.
"When we talk about champions, we talk about people like Saúl Álvarez! A fighter who went from a farm near Guadalajara to the absolute top of world boxing," said the owner and CEO of 1w in a statement posted on Telegram. "A legend in and out of the ring—and now, the official ambassador of 1w. Not just because he is a legend, but because his mindset, focus, discipline, and drive is exactly what we believe in. Canelo chooses victory, while 1w chooses the best!"
For the 34-year-old Álvarez, popularly recognized as one of the best pound-for-pound boxers of his generation, the partnership marks another victorious moment in a career filled with historic achievements. He was the first boxer to become an undisputed world champion at super middleweight in 2021, and his most recent triumph over Scull cemented his place among the sport's greatest fighters.
"I am proud to announce my official partnership with 1w—a global brand established for champions," Álvarez shared on his social media accounts. "Just like in boxing, success takes focus, strategy, and passion—and 1w brings that same winning energy.”
To kick off the partnership, Canelo hosted his first-ever gaming livestream on Kick, where he explored a variety of 1w games. The event drew thousands of viewers—and even more attention when Álvarez walked away with over $350,000 in winnings.
During the same stream, he placed a $500,000 bet on Oleksandr Usyk to defeat Daniel Dubois in their upcoming fight.
The Making of a Champion
Álvarez's journey to boxing stardom is as striking and remarkable as his in-ring achievements. He was born in 1990 in San Agustín, Jalisco, Mexico, as the youngest of eight siblings. Together, they helped their parents sell paletas, fruit popsicles, at markets and on public transportation. He got his nickname "El Canelo" ("Cinnamon") from his outstanding red hair and freckled complexion.
Inspired by his eldest brother, Rigoberto, Canelo began formal boxing training at age 13 after years of street fights against neighborhood bullies. By 15, he had an impressive amateur record of 44-2 before turning professional. Then, professionally, he rose quickly, gaining a 23-0-1 record by 2008 and securing his first world title in 2011.
Álvarez has since won championships across four weight classes, from junior middleweight to light heavyweight. His notable victories include triumphs over elite fighters like Gennadiy Golovkin, Caleb Plant, and Jermell Charlo. The career has been lucrative for Alvarez, as Forbes ranked him as the 22nd highest-paid athlete in the world.
Partnering Beyond the Ring
1w and Álvarez are taking this collaboration beyond traditional sponsorship. 1w is not only featuring the boxing champion in marketing campaigns but also sponsoring his events and initiatives. The brand served as the Presenting Sponsor for Álvarez's annual "No Golf No Life" tournament, which took place on May 30, 2025, at Bosque Real Country Club in Mexico.
This prestigious golf event is known for attracting top athletes, celebrities, and golf enthusiasts. There has been an impressive growth rate for the occasion over time, with attendance increasing by 45% from 2023 to 2024. During the recent tournament, 1w created an exclusive casino lounge, which served as an amusement and relaxation area for participants and guests.
Before that, Álvarez and 1w's community had their first engagement on May 29, 2025. It was an exclusive meet-and-greet event for VIP clients and fellow brand ambassadors. The company has also secured signed merchandise from the boxer for future promotional campaigns.
As part of the ongoing collaboration, 1w will be hosting a special Instagram giveaway featuring three pairs of gloves autographed by Canelo—an exciting opportunity for fans to get a personal piece of boxing history.
Alvarez Is Joining an Elite List of 1w’s Global Ambassadors
1w chooses and brings on board the best, just as its founder and CEO said. The existing official brand ambassadors Alvarez is joining include cricket star David Warner, actor Johnny Sins, and MMA icon Conor McGregor, who was featured on the brand’s socials in April 2025. However, it’s the first-ever time that 1w has partnered with a top boxer in the world, making it a surprising and most likely calculated move.
Founded in 2016, 1w has grown into a major player in the global iGaming industry, operating across Asia, Latin America, and Africa. The platform is well-known, particularly for its crypto-friendly strategy. It offers super-fast deposits and withdrawals in as little as 90 seconds via various cryptocurrencies, including Bitcoin, USDT, Ethereum, and more.
"This partnership represents a perfect alignment of values," a 1w spokesperson noted. "Both Canelo and 1w embody excellence, determination, and a commitment to pushing boundaries in their respective fields."
For boxing fans and online gaming enthusiasts, the collaboration between one of boxing's most decorated champions and a leading iGaming platform marks an exciting new chapter that bridges the worlds of combat sports and digital entertainment.