Friday May 6th, 2016

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Boxing fans will be able to feel the power punches of Canelo Alvarez on Saturday when the middleweight takes the ring against Amir Khan, although with considerably less force.

Tecate, which recently signed up for a multi-year contract with both Alvarez and Golden Boy Promotions, has unveiled the “Bold Punch” app, which offers behind the scenes footage of the fighters, live streaming on fight weekend and access to tickets for the event.

The real appeal of the download starts when the bell rings on May 7, when it will activate a vibration in your phone each time Canelo lands a power punch in the fight.

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The app, which the brewer and promoter will continue to update for future fights, is just one part of the relationship between Tecate and the Oscar de la Hoya-led promoters, and the former champ sees it as a perfect pairing.

“We are extremely excited to collaborate and work together for the betterment of the sport. It really is a true partnership”

Tecate VP Felix Palau also sees Alvarez as the perfect pitchman as the company launches its first English language advertising campaign for the beer with the tagline "Born Bold." 

“He represents what this brand is all about. He is obviously a very nice guy, but he is also a bold guy,” explains Palau. “He is a bold personality who has come from way behind, who has demonstrated he has the talent to get to where he is today.”

Tecate is also offering a no-purchase necessary rebate for fans who purchase the fight, as well as launching the #BoldestBeltSweeps contest, which will award four fans with their own version of Alvarez’s world championship belt.

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