In May 2025, the entire sports community could watch the birth of a new strong alliance that benefits not only ordinary fans but also sports betting enthusiasts. 1win, which is one of the best bookmakers in both the world and Pakistan, has announced a collaboration with legendary Mexican boxer Saul “Canelo” Álvarez, who is now at the peak of his fame. This is a truly symbolic union between two strong brands that share common values: discipline, striving for victory and constant progress.
1win chose the perfect moment to announce the collaboration. Just at the end of spring, the entire boxing community was eagerly awaiting the main fight of this season: Álvarez vs. William Scull. The Mexican claimed the IBF Super middleweight World title against, and in order to receive the regalia, he had to fight against a still undefeated challenger. At that time, “Canelo” already owned the WBA, WBC and WBO belts, but even with all his merits, the outcome of the fight could not be called obvious. 1win showed the power of their analytics as Álvarez won the fight and this triumph allowed him to regain his fourth belt and once again become the undisputed champion in his division. A rare achievement in modern boxing.
Table of Contents
A Partnership Built on Trust and Ambition
This collaboration can hardly be called another promotional campaign. The company not only provides services as a bookmaker, but also actively invests in the world of sports. In his official statement posted on Telegram, the CEO of 1win emphasized that the choice of Canelo as an ambassador was dictated not only by his status, but also by his personal qualities.
“When we talk about champions, we talk about people like Saul Álvarez! A fighter who went from a farm near Guadalajara to the absolute top of world boxing. 60 wins, titles in four weight divisions — and still hungry for more. A legend in and out of the ring — and now, the official ambassador of 1win,” said the owner and CEO of 1win in his statement posted on Telegram. “Not just because he’s a legend, but because his mindset — focus, discipline, drive — is exactly what we believe in. The fight on May 3 will mark a new chapter in his journey—and I’m proud that we’ll be writing it together.”.
What Does This 1win Partnership Bring?
From a marketing point of view, the addition of the Mexican boxer to the number of ambassadors was a great achievement for the bookmaker. Álvarez is a boxer with a huge audience in Latin America, the USA, Europe and the Middle East. His name has been heard in recent months and is associated with perseverance, professionalism and high stakes. His name among the bookmaker’s partners is the best advertisement for this brand if you look back at the events of the spring.
Canelo now regularly appears in 1win’s advertising campaigns. His Instagram profile has been updated with a special section dedicated to collaboration with the platform. He entered the ring under the banner of 1win, which made the brand a participant in his sporting achievements. This is a visual confirmation that 1win is at the center of the boxing universe.
In addition to promotion, Álvarez is actively involved in the life of the platform. It is known that he made a bet on Alexander Usyk’s victory over Daniel Dubois, which earned him 630,000 US dollars. This fact has become part of the public narrative, showing that even legends use 1win for their bets.
1win Strategy
The new ambassador only proves once again that 1win is no longer going to be just a betting platform and is transforming into a large-scale sports ecosystem. The famous bookmaker has significantly expanded its influence in the sports environment by including in its promotion strategy the conclusion of partnership contracts with stars and legendary athletes
For example, in 2024, the platform entered into partnerships with other famous figures: cricket legend David Warner and actor Johnny Sins. In April 2025, the brand announced a collaboration with MMA icon Conor McGregor, which further strengthened its position in the world of sports and entertainment.
With this, 1win demonstrates its expansion and gets involved in the largest sporting events of our time, sometimes even pouring quite a lot of money into organizing events or supporting stars like Álvarez. 1win provides a new understanding of how a modern iGaming brand should work.
Conclusions
1win is expanding every year and is increasingly consolidating its position as a market leader. Cooperation with Canelo Álvarez should not be assessed solely as an advertising ploy on the part of the bookmaker, because 1win has already proved its dedication to the sports community many times and helps the best athletes develop.
