With the Super Bowl happening this weekend Michelob ULTRA is back with another commercial spot destined to provide many water cooler moments on Monday morning, following broadcast of the biggest sporting event of the year. In the past, the brand selected Maluma to star in this special moment. This year they return with boxing champion Saúl “Canelo” Álvarez joining a group of other superstar athletes – who also happen to be lovers of the game of golf. We have interviewed Álvarez several times, always around his fights and multiple boxing titles, but this time we pivot to chat about his passion for a new sport, and sharing the screen with other athletic giants.

Michelob ULTRA’s commercials remind us that joy, however we define it, is essential and that is exactly what you’ll see on the screen this year. This follows last year’s spot where the brand is ushering in the next generation of golf culture.

Serena Williams with Brian Cox

“New Members Day,” celebrates how golf is crossing into mainstream culture, spotlighting some friendly competition between Brian Cox and superstar athletes, having some fun on the course on their day off at Bushwood Country Club. The spot features two new Team ULTRA faces and self-proclaimed golf enthusiasts – Álvarez and Tony Romo; along with  Serena Williams, Jimmy Butler, Alex Morgan, Nneka Ogwumike.

The spot is a reflection of the brand’s ongoing commitment to increasing visibility of Latinos, and women in sports.

For his part, Saúl “Canelo” Álvarez has won multiple world championships in four weight classes from light middleweight to light heavyweight, including unified titles in three of those weight classes and lineal titles in two. Álvarez is the first and only boxer in history to become undisputed champion at super middleweight, having held the WBA (Super), WBC and Ring magazine titles since 2020, and the IBF and WBO titles since 2021.

As of May 2022, Álvarez is ranked as the world’s best active boxer, pound for pound, by BoxRec and the Boxing Writers Association of America. He is also ranked as the world’s best active super middleweight by BoxRec, The Ring, TBRB, and ESPN.

HOMBRE: How do you feel about participating in this commercial spot, especially airing during the biggest television event of the year?
Saúl “Canelo” Álvarez: I’m very happy, and thankful to Michelob ULTRA for having chosen me to take part in this commercial. A collaboration with great personalities like Serena Williams, Tony Romo, and all those involved. I feel grateful to be there.

H: And this is a commercial about a new sport for you, did you imagine you would be doing a commercial in golf, and not boxing?
SCA: I never imagined they would book me because of golf. Golf is a hobby that I enjoy a lot. I always drank Michelob ULTRA with my friends, and now that they have chosen me to do a commercial with them, I’m very thankful.

H: Where did that passion for golf come from?
SCA: Some friends invited me to play golf and I started hitting the ball and sometimes I didn’t even hit it, and since then I liked it. I started practicing and it truly is a very addictive sport. It’s a sport that helps me a lot being a fighter, when I’m training, it helps me relax. I use it a lot because it’s a sport that I love.

H: Boxing and golf seems like sports that are polar opposites, but what do they have in common?
SCA: Both require lots of discipline, also a lot of concentration. That’s what they have in common, but they’re also very challenging.

H: How long have you been playing golf?
SCA: Three years.

H: And in such a short time you’re playing so well, almost PGA tournament level, how do you apply your mentality as a boxing champion here?
SCA: I know the key to learning. It’s being there, it’s the discipline, its practice, practice, practice. That’s the key to learning fast. It’s the discipline, its continuous practice. That’s the key to being successful in whatever you do.

H: Does that apply to any facet of life?
SCA: Yes, any facet in life. If you’re not disciplined, if you’re not constant, if you don’t train, if you don’t practice, then you won’t achieve success.

H: With so many people looking up to you, what advice do you offer on beating the odds and becoming a winner?
SCA: If you’re not going to do something at 100 percent, don’t do it. That’s my advice. When you like something, when there’s something you want to do, when you want to move ahead; that requires sacrifice and you have to be ready to dedicate yourself 100 percent.

H: Did you spend time with the other personalities while filming the commercial?
SCA: We didn’t spend a lot of time together but it’s an honor to be with those personalities in this commercial.

Serena Williams

H: What do you look for when selecting a brand to work with?
SCA: Personally I love beer, I like Michelob ULTRA. I enjoy it when I play golf a lot more obviously. So to do a commercial with them, and that it will air in the Super Bowl, one of the most important events, and to be in the company of greats like Serena Williams and Tony Romo for me it’s an honor. I’m very thankful to be chosen for this spot.

H: Yes, and for the brand to again feature a Latino!
SCA: Can you Imagine it?! I’m very proud and because of that I’m so grateful to Michelob ULTRA for this opportunity

H: What are your plans moving forward?
SCA: I started hitting the heavy bags to see how I feel with my hand and I feel really good. I will see how I feel by the end of the month and see if we fight in May, that’s the idea.

All editorial photos of Saúl “Canelo” Álvarez by John Hong exclusively for HOMBRE Magazine