Saul "Canelo" Alvarez has signed the most lucrative contract in sport history, after agreeing a five-year, 11-fight worth $365million [£278 million] with DAZN, the U.S. digital sports streaming channel.
His next fight will be against Rocky Fielding at New York's Madison Square Garden on December 15 and the Guadalajara native has a strong chance of being named Forbe's Richest Athlete in 2019, particularly if a third bout with Golovkin materialises.
Canelo Alvarez says he's sick of watching Floyd Mayweather try to make fights that hurt the sport of boxing - like Conor and Khabib - and says if he really wants a challenge, LET'S REMATCH!
Alvarez is now the unified middleweight champion of boxing, coming off a majority decision win over Gennady Golovkin last month. That fight was shown on HBO pay-per-view. DAZN is charging its subscribers $9.99 per month, which - over time - translates to substantially less than the $85 pay-per-views to which boxing fans have become accustomed. But considering DAZN's low cost of entry, Álvarez, in an interview with ESPN, is hoping that more people will have access to boxing's top fights.
The 50-fighter wasn't done there though, going after Canelo's promoter, Oscar De La Hoya, who he beat via the scorecards back in 2007.
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In what has been described as a massive coup for boxing fans, the deal will allow those interested in watching the fight to pay substantially less for a subscription service, rather than forking out pay-per-view fees.
Canelo's first fight on DAZN will be December 15 at MSG against Rocky Fielding, who is part of Matchroom's promotion.
He stopped the Irishman a year ago in the 10th round at the T-Mobile Arena in Las Vegas. "The most important thing is that fans can enjoy this fight at a very low price", Alvarez said through an interpreter.
"I don't think so", Alvarez said.
That may prove problematic for fighters who have deals with other broadcasters.