Floyd Mayweather CEO Leonard Ellerbe has urged Canelo Alvarez to switch to Pay Per View following his sell-out record-breaker.
Canelo smashed Muhammad Ali’s benchmark for indoor attendances in the United States. Ali was still ten thousand short when he avenged a loss to Leon Spinks in 1978.
Making upwards of $35 million for his efforts in defeating Billy Joe Saunders to unify the 168-pound division, Ellerbe believes the Mexican superstar now needs to move to the next level.
Holding a vast amount of experience of the paid platform, having helped Floyd Mayweather earn a billion dollars with Showtime, Ellerbe is in a prime position to give advice.
The Mayweather Promotions boss says Canelo must strike while the iron is hot to maximize his future purses.
“In my opinion, since he’s currently the biggest star in the sport, he should be fighting on the biggest platform to generate the most revenue for himself,” pointed out Ellerbe.
“Fighting on Pay Per View, he will have an unlimited ceiling on what he can make in one night by being his own boss.”
On his current ties with Matchroom Boxing and DAZN, Ellerbe was keen not to tread on any toes where Canelo is concerned.
“I’m positive he’s getting paid extremely well and treated very well [at DAZN with Matchroom and Eddie Hearn]. But currently, he has a ceiling on what he can make with his biggest fights ahead of him.
“PPV is global. This is no knock on Matchroom putting on great shows. Canelo has a loyal fan base that will continue to support him no what he does or what platform he’s on.
“But fighting on PPV, he can make an unlimited amount of money. He’s driving the train. He can make any deal he wants with anyone.
“If you’re the biggest star in the sport, why wouldn’t you put yourself in the best situation to generate the most money for yourself?”
Next up for Canelo is a possible undisputed unification with IBF super-middleweight ruler Caleb Plant. His target has ties to Al Haymon and Premier Boxing Champions.
Making that fight could prove difficult. This scenario is due to a reluctance by Haymon to engage further afield than his in-house productions.
It could take a massive offer and assurances from Canelo that the fight takes place on Showtime or FOX PPV.
As he controls his destiny, Canelo can pick and choose who he negotiates with moving forward. Whether DAZN gets another bite at the cherry in 2021 is not inevitable – as yet.