After a banner 2015 in boxing, Tecate, the Mexican beer with bold flavor, will enter 2016 as the exclusive beer and presenting sponsor for Oscar De La Hoya’s Golden Boy Promotions and has signed an endorsement contract with boxing’s biggest star, current WBC, RING Magazine and Lineal Middleweight Champion and Golden Boy Promotions fighter, Canelo Alvarez.

In 2016, Tecate will continue to become more synonymous with legendary boxing matches and for the first time in the brand’s history, will endorse an individual boxer, Canelo, leveraging his popularity to promote the brand’s 2016 ‘BORN BOLD’ campaign. As part of the endorsement, Canelo will wear Tecate branded boxing trunks in the ring in his upcoming marquee fights in May and September, 2016.

“The new partnership with Tecate establishes Canelo as the biggest star in all of boxing, period,” said Oscar De La Hoya, Chairman and CEO of Golden Boy Promotions. “With this partnership with Tecate and his commitment to fight on Cinco de Mayo and Mexican Independence Day weekends — boxing’s two biggest annual dates — Canelo’s popularity will only continue to soar for years to come.”

“Tecate is a world recognized company and I am very happy to have a strong and serious sponsor be part of my team,” said Canelo Alvarez. “With Tecate on my side, I know that we will take our brands to new heights. Through our partnership will be able to achieve our mutual goals and lead boxing into its next great era.”

“This sponsorship is an incredibly natural fit,” said Gustavo Guerra, brand director for Tecate. “Not only is boxing one of our consumer’s biggest passion points, but Golden Boy Promotions, Canelo and Tecate share common ground for being Mexico’s best in their respective categories – boxing and beer.”

The multi-year sponsorship contract with Golden Boy Promotions will have Tecate featured prominently in the center ring, around the mat and throughout the arena.

For more information on Golden Boy Promotions and Canelo Alvarez, visit www.goldenboypromotions.com and follow on Twitter, Facebook and Instagram @GoldenBoyBoxing and @Canelo.