• by Danielle Oster , November 12, 2024

Total Wireless may have scored a truly distinct athlete partner agreement: a top athlete in her sport who says she’s never owned a cell phone.

Amanda Serrano, who holds a record for winning nine major women’s world titles across seven different weight classes, claims she never bought a cell phone in order to avoid distractions and stay focused on training. Now, in celebration of Puerto Rican Heritage Month, Total Wireless is partnering with the Puerto Rico-born fighter – and providing her with her first phone and wireless plan.

“Honestly, I’ve never needed a phone -- never owned one in my life. But Total Wireless understands my roots and the importance of staying connected,” Serrano said in a statement, while citing the Verizon no-contract wireless brand’s “commitment to the Latino community and their reliable services” as making them a good partner.

The brand is also partnering with Most Valuable Promotions (MVP) as part of the agreement, joining the MVP Uncut docuseries featuring talent from MVP’s roster of athletes. The series will capture Serrano receiving her first-ever cell phone at a Total Wireless store.

“Our partnership with Amanda Serrano not only empowers women and Latinas in sports, but also connects our customers through exclusive experiences like meet and greets and our video series collaboration with MVP,” Verizon Value CRO David Kim said in a statement.

The activation arrives ahead of Serrano’s much-anticipated rematch with Katie Taylor on Nov. 15 at AT&T Stadium in Arlington, Texas, which will stream on Netflix. The initial video at the Total Wireless store will be followed by a series of additional videos in the lead-up to the bout, which will be promoted by MVP’s talent roster.

There’s also an in-person activation scheduled for Dec. 1 at Total Wireless’ 917 Broadway location in Bushwick, Brooklyn. The meet-and-greet style event will give fans the opportunity to get photos taken with Serrano, as well as featuring autographs and merch signings.

The partnership agreement follows a major shakeup for the brand. Back in July, Verizon rolled out a major brand refresh for Total Wireless, including a pivot back to its original name. It had previously been known as Total by Verizon, following Verizon adding the brand to its portfolio as part of its acquisition of Tracfone.