Canelo Alvarez and Terence Crawford have both linked with online casino companies ahead of their Las Vegas showdown.
The pair will face off this Saturday (13 September) at Las Vegas’ Allegiant Stadium, and Canelo has continued his association with 1win – an iGaming brand available across countries in Africa, Europe and Latin America – including Canelo’s native Mexico.
Meanwhile, Crawford, a four-division world champion, has agreed a sponsorship deal with the US social casino, Crown Coins Casino.
Upon announcing the partnership, the operator emphasised the worldwide reach of its collaboration with Crawford – who has been the undisputed champion at both junior welterweight and welterweight.
Ben Joffer, CEO at Crown Coins Casino, commented: “This partnership not only connects our brand with one of the most anticipated sporting events of all time, but also reinforces our commitment to providing world-class entertainment to audiences worldwide.”
The fight is being streamed on Netflix and boxing experts are predicting record viewership for a championship bout.
The streaming platform recorded 65 million concurrent viewers for an exhibition bout between Jake Paul and Mike Tyson. Six million viewers also tuned in to Netflix to watch the third fight between Katie Taylor and Amanda Serrano – making it the most- watched professional boxing event in the US in 2025.
As a result, partnering with either fighter guarantees significant brand recognition for 1Win and Crown Coins Casino.
Billion-dollar market
Reports suggest that the boxing betting market was worth approximately $3.5bn in 2024, and is anticipated to grow to $5.2bn by 2025.
In August, Queensberry Promotions, which counts Tyson Fury, Daniel Dubois and Dillian Whyte amongst its stable, renewed its partnership with FDJ United, extending an association that began in 2016.
Throughout this time, Queensberry has helped showcase FDJ’s Unibet and 32Red brands “alongside some of the most iconic nights in boxing history”, according to Sam Mead, FDJ United’s General Manager for the UK.
Moses Itauma, another fighter competing under the Queensberry banner, also recently became the latest brand ambassador of Bet9ja.
Ben Cove, CMO of Logifuture, explained to iGaming Expert the significance for betting brands of partnering with a boxer such as Itauma.
He said: “I always feel there is an added sense of ceremony when a brand partners with a fighter. A triumphant fighter evokes feelings of power and majesty, and the risk/reward nature of heavyweight boxing is akin to gladiatorial times. It’s true theatre. Moses is a warrior, and now he is our warrior.
“We’re in an era where sports partnerships are about far more than attaching your name or logo to something – it’s about creating experiences, telling stories and inspiring actions.”