Unbeaten Kazakhstani boxing star Gennady Golovkin has signed a sponsorship deal with Mexican beer brand Tecate.
Golovkin, who currently holds the WBA (Super), WBC, IBF and IBO middleweight titles, will work closely with Tecate to promote his fights throughout 2018. In return, the Heineken-owned company will have its logo prominently feature in the centre of the ring and in other advertising spaces during Golovkin’s bouts.
Tecate is also a sponsor of Mexican fighter Saul 'Canelo' Alvarez, who Golovkin will face for the second time on 5th May, which will mark the first time that Tecate has sponsored two boxers fighting each other. The brand has a long history within the sport, and first sponsored a boxing match in 2007 when American great Floyd Mayweather Jr took on Oscar De La Hoya in Las Vegas.
“Tecate is a partner whose reverence for the sport, the fighters and the fans is truly impressive,” said Tom Loeffler, managing director of Golovkin’s GGG Promotions management company. “We're very happy to have signed the 2018 fight contract with Golovkin and GGG Promotions where Tecate will be featured prominently in the centre ring, around the mat and throughout future arenas.”
“Boxing remains Tecate's biggest passion point and we continue to see more opportunity to authentically build the sport with true fans," added Tecate brand director Gustavo Guerra. “With Golovkin's unique style and his global popularity, we can't wait for him to get back in the ring.”
Golovkin’s rematch with Canelo was confirmed by HBO at the end of January after the first clash last September ended in a controversial draw. Most onlookers believed that Golovkin had won the fight, but the judges ruled that Canelo had matched the 35-year-old, paving the way for a second showdown in May.