Dana White to Promote Canelo vs. Crawford: UFC Boss Set to Elevate Superfight to Historic Levels
By Dong Secuya
PhilBoxing.com
Mon, 05 May 2025
Dana White.
The biggest boxing match of 2025 just got bigger. UFC President Dana White, a mastermind behind some of the most successful combat sports promotions in history, has officially joined the promotion team for the September 12 superfight between Canelo Alvarez and Terence Crawford at Allegiant Stadium, according to multiple sources confirmed today. This unprecedented crossover collaboration between boxing and MMA power brokers could make the event not only one of the most anticipated fights in recent memory but also potentially the highest-grossing pay-per-view (PPV) in combat sports history.
White’s involvement, first reported by Pro Football Network, brings his signature promotional muscle to a fight already destined for greatness. Known as the architect who revolutionized the UFC into a global phenomenon, White plans to implement his proven playbook—tactics that have consistently broken PPV records—to maximize the reach and impact of this historic bout.
"Nobody promotes fights like Dana," said UFC Hall of Famer Daniel Cormier in an interview with The Sports Rush. "When you combine Canelo's star power, Crawford's undefeated mystique, and Dana's promotional genius, this could smash every PPV record in the books. We might be looking at the first 3-million-buy combat sports event."
Historically, boxing's highest-grossing PPVs include legendary matchups like Floyd Mayweather vs. Manny Pacquiao (4.6 million buys) and Mayweather vs. Conor McGregor (4.3 million buys). With White’s influence, industry experts believe Canelo vs. Crawford has the potential to surpass these numbers due to the unique combination of two elite fighters from different eras and styles, coupled with White’s unparalleled ability to market such events globally.
The announcement comes fresh off Canelo Alvarez’s victory over William Scull in Saudi Arabia yesterday. The win solidified Canelo’s status as one of boxing’s premier attractions while setting the stage for his highly anticipated showdown with Crawford. Meanwhile, Terence Crawford, widely regarded as boxing’s pound-for-pound king, remains undefeated at 41-0 , adding even more intrigue to the matchup.
With both fighters now fully focused on their September clash, White’s team will launch an aggressive eight-city world tour beginning next month, featuring stops in key markets around the globe. These include:
• Las Vegas: Home base for both fighters’ training camps and the site of the fight itself.
• Los Angeles: A hub for entertainment and media coverage.
• New York: For high-profile press opportunities and appearances on major networks.
• London: To tap into Europe’s passionate boxing fanbase.
• Mexico City: Leveraging Canelo’s massive following in his home country.
• Omaha: Crawford’s hometown, where local pride is expected to drive significant ticket sales and engagement.
This extensive promotional tour aims to build unparalleled momentum leading up to the fight, ensuring it captures attention worldwide.
One of the most exciting aspects of White’s involvement is his promise to bring UFC-style promotional tactics to the boxing world—a move that could redefine how marquee boxing events are marketed moving forward. Key elements of the promotional strategy include:
• Embedded-Style Documentary Series: Fans can expect an all-access look at both fighters’ preparation, personal lives, and mental states leading up to the fight. This approach mirrors the success of ESPN’s “30 for 30” documentaries or HBO’s “24/7” series, offering viewers deeper insight into what makes these athletes tick.
Social Media ‘Countdown’ Specials: Utilizing platforms like Instagram, TikTok, and YouTube, White’s team will release countdown content designed to engage younger audiences and keep fans invested throughout the buildup.
• Exclusive Behind-the-Scenes Content on UFC Fight Pass: Subscribers to the UFC’s streaming service will gain access to exclusive footage, interviews, and features surrounding the fight.
Potential Crossover Appearances on UFC Broadcasts: There’s speculation that Canelo and Crawford may appear on upcoming UFC broadcasts to promote the fight, further blurring the lines between boxing and MMA fandom.
These innovative strategies reflect White’s understanding of modern sports consumption trends, particularly among younger demographics who crave authentic, engaging storytelling alongside traditional sports coverage.
For Canelo Alvarez, this fight represents an opportunity to cement his legacy as one of the greatest boxers of all time. Already a four-division world champion, Canelo seeks to prove he belongs in the conversation with legends like Sugar Ray Leonard, Marvin Hagler, and Roberto Durán. A victory over Crawford would not only add another belt to his collection but also validate his claim as the best active fighter in the sport.
On the other hand, Terence Crawford enters the ring with the chance to etch his name into the annals of boxing history. Widely considered the pound-for-pound king, Crawford aims to become the first-ever four-division undisputed champion by leaping two weight classes to face Canelo at light heavyweight. Achieving this feat would place him in rarefied air alongside icons like Bernard Hopkins and Roy Jones Jr.
Industry analysts predict that White’s involvement could add anywhere from 500,000 to 750,000 additional PPV buys to the already massive projections. With ticket presales beginning June 15 and the official press conference set for July 4 weekend in Las Vegas, the combat sports world is bracing for a promotional blitz unlike anything seen before.
The partnership between boxing and MMA through Dana White’s involvement marks a watershed moment in combat sports history. Traditionally, boxing and MMA have operated in separate spheres, often competing for the same audience. However, White’s decision to lend his expertise to boxing’s biggest fight demonstrates the growing convergence of these industries—and the immense potential for collaboration.
If successful, this event could pave the way for future crossovers, bridging the gap between boxing and MMA fans and creating new opportunities for fighters, promoters, and broadcasters alike.
As the clock ticks down to September 12, all eyes will be on Allegiant Stadium, where Canelo vs. Crawford promises to deliver not just a fight—but a spectacle that transcends the boundaries of sport itself.
Click here to view a list of other articles written by Dong Secuya.
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