On Tuesday morning, it was officially announced that Canelo Alvarez would finally fight Terence Crawford on Sept. 13 in Las Vegas at an undisclosed location, with Netflix as the lead broadcast partner.
But this isn't just any fight. It's UFC CEO Dana White's debut as a boxing promoter in partnership with Sela Promotions, as the Alvarez-Crawford winner becomes the Unified Super Middleweight Champion at night's end. From an even broader realm, it'll finally settle a long-winded debate about which fighter is the best non-heavyweight in the sport.
Even more substantial is the fight's global appeal, where ex-NFL star-turned-broadcaster Tom Brady and NBA icon Shaquille O'Neal enter the fold.
Earlier in the day, Ring Magazine revealed that White, O'Neal, and Brady would host a podcast with Alvarez and Crawford, which premieres in just under two weeks, on Monday, June 23.
Titled "GOAT Talk," it will be one of many promotional vehicles used ahead of the fight as a three-city press tour will also commence. Stops include Riyadh, Saudi Arabia, New York City and Las Vegas.
In a statement, White was grateful for the opportunity to promote the fight.
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"Turki wants to make the biggest fights that the fans want to see in boxing and this is right up my alley," White said. "Are you kidding me that the first boxing fight I’m going to get to promote is Canelo vs. Crawford? It’s literally a once-in-a-lifetime fight."
Alvarez (62-2-2, 39 KOs) respects Crawford's abilities, but the Mexican superstar said come fight night, it will be business as usual.
“I’m super happy to be making history again and this time on a Riyadh Season Card that will be broadcast on Netflix," Alvarez said. "On September 13, I’m ready to show once again that I am the best pound-for-pound fighter in the world.”
Crawford (41-0, 31 KOs), a Nebraska native, said he has been waiting for this moment his entire career and has Alvarez where he wants him.
“My perfect record speaks for itself," Crawford said. "I am the best fighter in the world and no matter the opponent or weight class, I have always come out on top. On September 13, my hand will be raised once again as the world watches greatness.”'
Now, the three-month countdown is officially on.