The deal links Alvarez’s newly formed Canelo Media with the company behind Formula 1: Drive to Survive, which covers documentaries, scripted series, unscripted projects and live specials. Mexico will act as a creative base, with productions expected across Latin America and international markets.
“I am incredibly excited to welcome Canelo Media to my growing business portfolio,” said Álvarez Deadline. “This company is about bringing untold stories to life, pushing creative boundaries and building a premier platform in sports and entertainment. I’ve always believed in working with the best in their fields, and with Box to Box I found the right partner to do just that.”
Canelo Media will sit under the wider Canelo Group of Companies and is positioned as a central hub for boxing, sports and lifestyle programming. The partnership gives Alvarez access to a production outfit that has already built a track record in sports storytelling across multiple platforms.
Box to Box’s recent work includes Tour de France: Unchained, Simon Cowell: The Next Act and Matchroom: The Greatest Showmen on Netflix, along with Onside: Major League Soccer for Apple TV+ and Faceoff: Inside the NHL for Prime Video. The company has also begun aligning with elite athletes, including a previous collaboration with Olympic champion Noah Lyles under the Iconic Productions banner.
Canelo, a four-division world champion, is already the subject of an upcoming Netflix documentary centered on his preparation for a decisive fight with Gennady “GGG” Golovkin.
The move gives Alvarez direct control over content built around boxing, backed by a production team that has delivered global sports series across major platforms.
