In a shocking move that’s sending ripples through both the sports and business worlds, world champion boxer Canelo Álvarez has rejected a $10 million endorsement deal from Tesla, publicly condemning the company and its CEO Elon Musk in an emotional statement that’s ignited fierce debate across social media.

“With all your money, I WILL NEVER endorse your Tesla,” Canelo reportedly told a group of reporters ahead of his next title bout. “It’s because of rich people like you that my people are treated like animals. I will not support a brand that profits from racism.”

A Line in the Sand

Sources close to the fighter confirmed that Tesla approached Álvarez’s team earlier this year with a multi-million dollar proposal that would have made the Mexican-born athlete one of the faces of Tesla’s push into Latin American markets. The deal included appearances in commercials, branded gear for his next fight, and even a customized electric vehicle.

But Canelo didn’t hesitate. According to those close to him, he turned the offer down “on principle” — and made it clear he had no intention of associating himself with what he called a “toxic billionaire brand.”

The comments appear to stem from mounting concerns among some Latino leaders and civil rights groups regarding Tesla’s labor practices, particularly at its California and Texas factories. In recent years, Tesla has faced multiple lawsuits and investigations alleging discrimination and harsh working conditions — many involving Latino and Black workers.

“It’s not just about me,” Canelo continued. “It’s about every Mexican working 12-hour shifts in your factories while you play around with Twitter and Mars rockets. This is bigger than boxing.”

Elon Musk Silent — For Now

Tesla and Elon Musk have yet to publicly respond to the champion’s fiery comments. But insiders say the rejection blindsided the company, especially as it continues to face scrutiny over its public image and employee relations.

“Elon thought this would be a big win — a superstar Latino athlete, a crossover moment for Tesla,” said a senior executive close to the negotiations. “They didn’t expect a moral stand. And they definitely didn’t expect this level of blowback.”

Reactions Pour In

Online, Canelo’s remarks quickly went viral. Many fans praised him for standing his ground and using his platform to defend marginalized communities.

“Canelo just did more for workers’ rights in one interview than some politicians do in a year,” one user wrote on X (formerly Twitter).

Civil rights advocate Dolores Huerta released a statement in support:

“What Canelo Álvarez did is brave and necessary. When people with influence speak out against exploitation, it shines a light in places companies would rather keep dark.”

But others criticized the move, calling it “divisive” and “performative.” Some Tesla supporters accused the boxer of turning his fight camp into a political spectacle. Conservative pundits on social media blasted Canelo’s comments as “anti-business” and “ungrateful.”

A Growing Rift Between Celebrities and Billionaires?

Canelo’s rejection of Tesla follows a trend of high-profile figures breaking away from corporate deals over ethical concerns. Just last month, Grammy-winning artist Bad Bunny pulled out of a partnership with Meta, citing concerns about AI surveillance. NBA star Ja Morant also made headlines when he refused a tech sponsorship, citing the company’s alleged ties to prison labor.

“It’s no longer just about the paycheck,” said Dr. Lena Morales, a cultural critic and professor at USC. “Athletes and artists are realizing they have leverage — and that aligning with billion-dollar brands isn’t always good for their image, especially when those brands are linked to injustice.”

What’s Next for Canelo?

With the rejection of Tesla behind him, Canelo appears laser-focused on his upcoming fight, which some are calling the biggest challenge of his career. But if anything, his stance may have just elevated him beyond the ring.

“He’s not just a champion in the sport — he’s a champion for his people,” said boxing analyst Andre Byrd. “And that might be the most powerful punch he’s ever thrown.”

Whether Elon Musk will respond — or whether Tesla will adjust its approach to athlete partnerships — remains to be seen. But one thing is certain: Canelo Álvarez just proved that not every victory comes with a check.