New deal puts Canelo at the center of global sports content production
Saúl “Canelo” Alvarez has entered the media business through a new partnership with Box to Box Films. The deal links him with the producers behind Formula 1: Drive to Survive to develop global sports content.
The deal links Alvarez’s newly formed Canelo Media with the company behind Formula 1: Drive to Survive, covering documentaries, scripted series, unscripted projects and live specials. Mexico will act as a creative base, with productions expected across Latin America and international markets.
“I’m incredibly excited to welcome Canelo Media into my expanding business portfolio,” Álvarez told Deadline. “This venture is about bringing untold stories to life, pushing creative boundaries, and building a premier platform in sports and entertainment. I’ve always believed in working alongside the best in their fields, and with Box to Box, I’ve found the right partner to do just that.”
Canelo Media will sit under the wider Canelo Group of Companies and is being positioned as a central hub for boxing, sport and lifestyle programming. The partnership gives Alvarez access to a production outfit that has already built a track record in sports storytelling across multiple platforms.
Box to Box’s recent work includes Tour de France: Unchained, Simon Cowell: The Next Act and Matchroom: The Greatest Showmen on Netflix, alongside Onside: Major League Soccer for Apple TV+ and Faceoff: Inside the NHL for Prime Video. The company has also begun aligning with elite athletes, including a previous collaboration with Olympic champion Noah Lyles under the Iconic Productions banner.
Canelo, a four-division world champion, is already the subject of an upcoming Netflix documentary centered on his preparation for a defining fight with Gennady “GGG” Golovkin.
The move gives Alvarez direct control over content built around boxing, backed by a production team that has delivered global sports series across major platforms.