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 USA digital sports streaming channel.
The broadcast deal is the richest contract signed by an athlete since New York Yankees outfielder Giancarlo Stanton.
"We are thrilled to be exclusive partners with Golden Boy Promotions and Oscar De La Hoya".
Alvarez (50-1-2, 34 KOs) is coming off a victory over Gennady Golovkin in a middleweight showdown in September.
Alvarez is boxing's biggest pay-per-view star of the post Floyd Mayweather/Manny Pacquiao era, generating hundreds of millions of dollars for events on HBO PPV and Showtime PPV. The first of eleven contracted bouts will pit Canelo against "secondary" Super Middleweight titlist Rocky Fielding in a unification of the WBA straps, on December 15th of this year. De La Hoya concealed that Alvarez is "extremely happy" being the highest-paid athlete in the world.
"This is only from my hard work", he said.
A massive moneymaker when he fought on pay-per-view, Alvarez will be able to be seen for much cheaper through the subscription service that launched in the U.S.in September and now features perhaps the two biggest figures in boxing in Alvarez and heavyweight champion Anthony Joshua.
"Being part of this historic deal will require me to prepare myself even more and offer fans even better performances". That fight, like most of boxing's biggest, was shown on pay-per-view.
That may prove problematic for fighters who have deals with other broadcasters.
"I've always liked a challenge, and this is yet another challenger in my career", said Canelo Alvarez. If DAZN hits certain subscriber benchmarks, Alvarez will rake in additional cash.
The organization's boxers previously fought on HBO, which recently announced it would end boxing programming. The streaming service, which costs $9.99 a month, is looking more and more like a must-have for combat sports fans.
Alvarez, 28, is from Mexico.
He is the most high-profile fighter to sign with the platform, after Eddie Hearn and Matchroom Boxing agreed a $1bn deal earlier in the summer.