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.