
On a Sunday morning in New York City, the rain feels like tiny needles hitting umbrellas and faces. Yet, Canelo Alvarez opts for sunglasses. He’s in the midst of a promotional tour for his highly anticipated fight against Terence Crawford on September 13. Underneath the Javits Center, media members are shaking off umbrellas, as raindrops seem heavier on a humid June day.
Despite the weather, Alvarez is all smiles. Earlier, he splurged on a sparkling Jacob & Co. watch, costing nearly $500,000, which he casually mentions with pride. He faces a barrage of interviewers for about half an hour, and the sunglasses seem more like a shield against the glaring lights than a fashion accessory or disguise.
While Alvarez usually keeps a stoic demeanor during interviews, he lights up when discussing his love for golf. However, the conversation quickly returns to boxing, highlighting the significance of the upcoming fight—this event is set to be a landmark in the sports world, broadcasted on Netflix as the first Zuffa Boxing event under Dana White’s TKO brand. Canelo emphasizes, “This is monumental for boxing. I’m thrilled to partake in fights that everyone can witness. Netflix has a vast audience.”
A short distance away, Crawford, equally focused, is navigating through his interview gauntlet. Both fighters are gearing up for a news conference later that day, having just flown in from Saudi Arabia, making their schedule grueling.
Recently, a dinner photo featuring Crawford and Alvarez sparked controversy among fans. Turki Alalshikh, pivotal in orchestrating the fight, shared an image of the two fighters sharing a meal. This did not sit well with some fans, who believed the pair seemed too friendly, contrary to the fierce rivalry expected before a fight.
In combat sports, there’s an unspoken rule that fighters must appear antagonistic leading up to a match. Fans expect intense stares and heated exchanges. The idea of sharing a meal before a bout was seen as outrageous, despite similar camaraderie being common in other sports like the NFL or NHL.
Both fighters acknowledged the dinner felt somewhat awkward. Crawford, transitioning up two weight classes, reflected on their past encounters. He admitted he had eaten beforehand and spent the dinner merely nibbling to be polite. Canelo, on the other hand, confessed that his mind was already in the ring, thinking, “I really want to punish him.”
The news conference kicks off with Michael Buffer, who, at 80, still commands the stage. The audience is lively, with cheers for Canelo drowning out Crawford’s supporters. Canelo, a seasoned fighter with a decade of experience, has amassed significant wealth and fame, while Crawford boasts an undefeated record, showcasing his remarkable talent.
Crawford, though overshadowed at times, made his mark with sharp retorts during the conference. When Alvarez suggested a smaller ring to limit Crawford’s movement, Crawford quipped back about his plan to dominate the fight. The atmosphere thickened as the conference transitioned into a face-off, where tensions visibly escalated. Canelo and Crawford exchanged heated words, and Canelo pushed Crawford, leading to a tense moment that felt genuine.
As they prepared for the photo op, Alvarez’s demeanor shifted from calm to ready, showcasing his competitive spirit. The sunglasses came off, signaling that the friendly dinner was forgotten, with both fighters now laser-focused on their impending showdown.

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