MICHAEL ALDEGUER: TRANSFORMING VISION INTO REALITY
By Dong Secuya
PhilBoxing.com
Wed, 19 Aug 2015
CEBU CITY ? Five years ago, Michael Aldeguer, the dashing son of Cebu boxing patron Antonio L. Aldeguer, who then had just took over the helm of ALA Promotions, invited a few Cebu-based media to a small resto-bar located in the uptown area of the city. In an informal and intimate discussion over food and drinks, Michael laid down his plans on what he wants to accomplish with his promotional outfit in the next five years. In a nutshell, Michael wanted to promote shows all over the Philippines and then go international and eventually put shows in the United States, the boxing mecca of the world, a feat that no Philippine promoter or Asian promoter for that matter, had accomplished.
Since then, ALA Promotions has dominated the Philippine boxing landscape with its promotions which include the ALA-Cobra joint amateur-professional cards held in small towns in the Visayas and Mindanao, the 'Idol' shows that attempted to develop local boxing heroes and the highly successful 'Pinoy Pride' series which Michael, in partnership with ABS-CBN TV network, had its maiden show on Oct. 30, 2011. To date there were already 32 'Pinoy Pride' editions filling up the Philippines' biggest arenas in Manila, Cebu, Bacolod and Davao with two of its shows held in Dubai, UAE. 'Pinoy Pride' also established a consistent high TV ratings for its shows besting some of the best Sunday morning shows in the Philippines.
Monday afternoon, August 17, at the Montebello Villa Garden Hotel, a couple of blocks away from the resto-bar where Michael invited the journalists five years earlier, the young Aldeguer presided the press conference announcing ALA Promotions' initial promotional event in the United States on October 17 at the StubHub Center in Carson, California to be headlined by the Philippines' longest reigning world champion Donnie Nietes, obviously the culmination of Michael's five year plan and a milestone event for Philippine boxing.
After the maiden StubHub show, Aldeguer has calendared small shows in the coming months in San Diego, Pomona and San Mateo, all in California, and then return to StubHub Center again for another bigger show.
Aldeguer stresses a point during Monday's press conference announcing ALA Promotions initial event in the US.
L-R: Jason Pagara, Donnie Nietes, Albert Pagara and Mark Magsayo headline ALA Promotions' Oct. 17 StubHub Center card in California.
Asked what is his rationale of trying to promote boxing events in the US where the world's biggest boxing promotional companies are based, Michael said he's not competing with the big guys. ?I don't see it that way,? Michael said. ?They ask me why I go to the big ocean and fight the big fishes out there. Well, I don't see it that way.?
The younger Aldeguer, in fact, has a clear perspective of the US boxing market and its demographics and is banking on a large ethnic Filipino community estimated to be more than 4 million, the second largest Asian American group in the United States, a third of which are living in California.
?The Philippines alone has its own market in the US,? Michael said who in partnership with TFC, ABS-CBN's network arm in the United States who regularly hold concerts inside the US with record attendances, wants to tap that market for the boxing events.
Additionally, putting up shows in the US has the advantage of making the big fights easier since it's a neutral ground and closer to home to many of the prospective opponents who mainly resides in Mexico or in Latin America. ?Bringing [WBO/WBA flyweight champion] Estrada to the Philippines to fight Nietes would be difficult,? Michael said. ?Or [Fernando] Montiel or other named fighters to fight our boys for that matter is difficult. Putting it up in California would be a lot easier. Our main goal of doing the US fights is to make the big fights possible,? Michael concluded.
Although it seems easy for Michael to have done such a feat, it's not all smooth and rosy. For one, just obtaining a US promotional license took several years to make in what Michael described as 'painstaking'. Also there are organizational problems as well as problems with managing the boxers themselves but Michael had to go through all of it in order for his vision to be realized.
We've heard that Michael has a new 10-year plan in place which include shows all over the Middle East and Europe. We're waiting for another invite from Michael for him to disclose it to us over food and drinks in some dimly lit nook around the city.
Click here to view a list of other articles written by Dong Secuya.
Recent PhilBoxing.com In-House articles:
Donaire back in Cebu
By Joaquin Henson, Fri, 23 Jan 2026MURATALLA VS. CRUZ IN LAS VEGAS FINAL PRESS CONFERENCE QUOTES
Fri, 23 Jan 2026Four Pinoys in line for title shots
By Joaquin Henson, Fri, 23 Jan 2026After the meeting in Mexico City, the WBC is ready for 2026
By Gabriel F. Cordero, Fri, 23 Jan 2026Former world title challenger Jerry Belmontes Returns to ring at home after nearly a decade in Retirement on January 31 in Texas
Fri, 23 Jan 2026SUPER MIDDLEWEIGHT RONNY ALVAREZ TRAINING CAMP NOTES
Thu, 22 Jan 2026STRICKLAND STUNS REYES AS SOUQUET SEALS REDEMPTION | WNT LEGENDS
Thu, 22 Jan 2026Knicks defeats Nets 120-66 to post largest margin of victory in franchise history
By Gabriel F. Cordero, Thu, 22 Jan 2026Mauricio Sulaiman: "We simply urge Zuffa Boxing to respect and protect boxing and the boxer"
By Gabriel F. Cordero, Thu, 22 Jan 2026January 31: Xander Zayas-Abass Baraou Junior Middleweight Title Unification Showdown to Stream LIVE on Top Rank Classics FAST Channel in the United States
Thu, 22 Jan 2026Mike Tyson to Launch “Mike Tyson Invitational,” a Three-Day Amateur Boxing Showcase Aimed at Elevating the Future of American Boxing
Thu, 22 Jan 2026KAIPO GALLEGOS TRAINING CAMP NOTES
Thu, 22 Jan 2026REYES AND BUSTAMANTE DELIVER HOME-SOIL MASTERCLASS | WNT LEGENDS
Wed, 21 Jan 2026Reigning World 10-ball Champion Filipino cue master Jonas Magpantay to see action in Indonesia pool tourney
By Marlon Bernardino, Wed, 21 Jan 2026OLYMPIC BOXING 7: 1936 OLYMPICS AT BERLIN, GERMANY
By Maloney L. Samaco, Wed, 21 Jan 2026