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Jalisco spent millions on ads during ‘Canelo’ fight

September 23, 2013

The state government paid two million pesos for the slogan “Jalisco es Mexico” to appear on the shorts of Guadalajara-born boxer Saul “Canelo” Alvarez during his record breaking fight with Floyd Mayweather earlier this month.

The aim was to promote the state before a vast international audience, which totaled around 70 million viewers.

During the bout, which Mayweather won via a split decision after 12 rounds, advertisements were also visible for the Puerto Vallarta and Nayarit tourist sector, as part of an 11.2-million-dollar campaign to bring by the Jalisco and Nayarit governments to bring more visitors to the many resorts along the Pacific coast.

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