Despite the rain pelting down on Sunday morning in New York City, Canelo Alvarez was spotted wearing sunglasses. He was in town for the second stop of a three-city promotional tour for his highly anticipated September 13 mega-fight against Terence Crawford.
Much of the assembled media at the Javits Center entrance were shaking off umbrellas, battling the heavy raindrops that accompanied the warm June weather. Yet, Alvarez remained dry and seemed to gleam.
Earlier that morning, he had purchased a shiny new, special-edition Jacob & Co. watch for just under $500,000, reportedly paid for with a credit card that has no spending limit. Perhaps the sunglasses were indeed necessary after such a purchase.
“Almost half a million,” he clarified, a big, wide smile showing his pride in the acquisition.
He then proceeded through roughly 30 minutes of constant interviews, facing numerous cameras. The sunglasses began to feel less like a fashion statement and more like essential eye protection against the relentless glare.
Canelo rarely smiles or becomes animated during interviews, with the notable exception of when he talks about golf – a sport he evidently loves. The rest of the time, he maintains a professional demeanor, focused on promoting the fight. This bout, whether fully realized yet or not, is set to be a significant moment for sports fans on September 13 via Netflix. It marks the inaugural Zuffa Boxing event, promoted by Dana White as part of the TKO brand, and features arguably the two most prominent fighters of the era after Floyd Mayweather Jr. For dedicated fans who have grown weary or frustrated by the historical avoidance of major matchups in boxing, this fight feels like a welcome remedy.
“This is so huge for boxing,” Canelo remarked. “I`m glad to be involved with these kinds of fights that so many people can see. Everybody has Netflix.”
Half an hour later, in a nearby room, Crawford was even more reserved as he navigated the same interview circuit. Both fighters still faced a news conference later that afternoon. Given their grueling schedule – having been in Saudi Arabia just 48 hours prior, flying to New York for this event, and then heading to Las Vegas for a final stop – it`s understandable they weren`t overly jovial. This trip was clearly all about business for them.
Their business-like approach seemed consistent with a recent photo that had caused some online discontent.
The picture in question had sparked irritation among many fight fans. Turki Alalshikh, widely credited with making this fight happen, posted a photo on X the previous Friday. It showed him seated at the head of a dinner table with Crawford and Alvarez sitting across from each other. Alalshikh, the chairman of the General Entertainment Authority and president of Saudi Arabia boxing, had hosted the dinner featuring Middle Eastern cuisine to kick off their promotional tour.
When the photo circulated over the weekend, boxing enthusiasts reacted negatively, complaining that Crawford and Canelo appeared too friendly sharing a meal.
Combat sports fans can sometimes be overly rigid in their expectations for how fighters should behave before, during, and after a contest. They often demand animosity leading up to the fight, expecting intense, potentially hostile stare-downs. On fight night, the fighters are expected to barely contain their aggression before the violence begins, aiming for a fireworks display of action and preferably some blood. Yet, once the fight concludes, the expectation shifts dramatically to mutual respect – handshakes, perhaps even a hug, and showing courtesy to the opponent`s team.
Having dinner together before a major fight? To some, this was simply outrageous.
However, this reaction is somewhat unfair. Athletes in other sports like the NFL or NHL regularly compete fiercely against friends or former teammates, then exchange jerseys or participate in handshake lines post-game. Canelo and Crawford, both elite fighters, likely deserve the benefit of the doubt that they can share a dinner table and still be fully prepared to fiercely compete against each other a couple of months later.
Nonetheless, both fighters confessed that dining together felt a little awkward. They had shared a meal many years ago, when they were in vastly different weight classes. At that time, Crawford was the undisputed 135-pound champion, and now he`s moving up two more weight classes from 154 to 168 to challenge Alvarez. Their first dinner felt like a moment where two superstar careers would merely pass in the night.
Yet, here they are. On Sunday, both fighters stated they had never dined with an opponent before and wouldn`t be doing it again soon. Crawford had already eaten before arriving at the dinner, so he spent the time politely picking at food. Canelo also ate little, admitting he spent the entire dinner thinking about punching Crawford. “I don`t really like this kind of thing,” he told me. “I don`t like to be involved with my opponents. But let me tell you something: I saw him and I really want to punish him. I was thinking, I am going to f— this guy up.”
Alvarez had his sunglasses on when he said this. Yet, somehow, it still seemed clear that he harbored serious intentions for September 13.
The news conference commenced an hour later with the legendary Michael Buffer on stage. Now 80, he still possessed a regal presence. Fans occasionally drowned him out, but when he launched into his famous “Are you ready?” prelude to “Let`s get ready to rumble,” his delivery still felt powerful.
The crowd remained boisterous throughout the 30-minute event. While Crawford had a noticeable minority of vocal supporters, this was overwhelmingly a Canelo crowd, as is common in boxing. At 34, Canelo`s professional debut predates the iPhone by two years. He has been delivering devastating body shots and headlining major events since around 2010. This long, successful career is how he has earned over $500 million and can afford lavish watches. He has earned both his wealth and his dedicated fanbase.
Crawford made his entrance first, receiving a mix of jeers and some cheers. He is an equally remarkable athlete, having defeated all 41 opponents he has faced. His undefeated record sometimes feels like an understatement of his exceptional skill. On the rare occasions he has been hit hard, it`s almost surprising, as if he must have slipped or been momentarily distracted. He rarely appears vulnerable.
Canelo entered a minute later, still wearing his sunglasses as he took his seat. Buffer`s introduction was completely engulfed by the cheers. The introductions alone were clearly a significant round won by Canelo.
However, Crawford arguably won the news conference itself. He spoke little, but his words were impactful, much like how he selectively chooses his moments in the ring. At one point, Alvarez asked Alalshikh if the ring could be made smaller for the fight to prevent Crawford from “running.” Crawford immediately shot back, “The only running I`m going to do is upside his head. And he has a big head, too.”
White and the fighters fielded questions for about 15 minutes before the news conference concluded with the announcement of a face-off. White stood in the middle of the stage, a seasoned veteran at keeping fighters separated in combat sports. He looked solid, wearing a Canelo vs. Crawford T-shirt. He deserves credit for his practiced ability to hold his hands up, creating just enough distance between fighters for a photo op while preventing an actual brawl before fight night.
Tables were quickly cleared, and the fighters exited opposite sides of the stage. These stare-downs would happen multiple times over the next six weeks, giving the repeated theatrics a somewhat theatrical feel. Canelo and Crawford had just sat calmly feet away from each other; now they were expected to dramatically re-enter and confront each other with intensity. Perhaps this spectacle was intended to appease those who were upset about them dining together.
The fighters strode to the center, with White positioned between them. But Crawford pushed past White and moved directly into Canelo`s space. For the first time all day, Canelo`s sunglasses were off. The two exchanged heated words for about five seconds before Canelo delivered a solid push. Crawford immediately moved back toward him, and White worked to maintain separation, momentarily showing a look of genuine concern during the scuffle. While some observers felt the incident appeared staged, designed to promote the fight, the tension in the room felt real.
They were separated but then came together again for a second, extended face-off that lasted about 20 seconds. White eventually eased his arms slightly, holding up the Ring Magazine belt, reported to cost $188,000. Throughout this, Crawford and Canelo never broke eye contact.
Alvarez stood still during the photo opportunity. His left hand remained at his side, while his right hand was slightly raised and clenched, ready to strike if necessary. His sunglasses were off, and any notion of future polite dinners was clearly off as well.
Ellis Thorne 
Percy Harlow