Saul ‘Canelo’ Alvarez

Despite a loss to a heavier opponent, Saul ‘Canelo’ Alvarez continues to bring joy to boxing fans and to increase a fortune based on his fights and businesses. In 2021, he was among the top 10 highest paid athletes, according to Forbes, with US$90 million. In addition to his real estate and healthtech businesses in the US, he is now adding another retail initiative with his Upper chain, by Canelo Energy. In this arena, Álvarez seeks to compete against Oxxo and is already launching the fitst batch of 30 stores in Guadalajara and nearby areas. As a good marketer, Upper’s slogan is: “Somos tu esquina en el día a día” (“We are your corner on a daily basis”).