‘He reminds me of me’: Oscar De La Hoya’s cousin Diego fighting Thursday in L.A.

There’s family prejudice and a promoter’s knack for hype in Oscar De La Hoya’s evaluation of his cousin Diego De La Hoya.

Still, the words of the “Golden Boy” impress.

“He is a pure boxing killer,” the elder De La Hoya said of his father’s brother’s youngest son.

Mexico’s 20-year-old Diego De La Hoya (10-0, six knockouts) will be in action Thursday night at the Belasco Theater in downtown Los Angeles, fighting Tijuana’s Jose Estrella (14-6-1, 10 KOs) in the featherweight co-main event of the Fox Deportes-televised LA Fight Club show.

The main event is a scheduled 10-round junior-welterweight bout between Mexico’s Gilberto Gonzalez (25-3, 20 KOs) and Colombia’s Hevinson Herrera (17-10-1, 11 KOs).

The television portion of the card begins at 7 p.m.

Trained by Timothy Bradley’s trainer, Joel Diaz, Diego De La Hoya has an extensive amateur background and has impressed his former six-division world champion cousin with his aggressiveness.

“He’s very good. He’s a people-pleaser,” Oscar De La Hoya said. “He loves fighting. And when he gets hit, you can see the fire in his eyes. He wants revenge. He reminds me of me.”

The five-bout card also includes unbeaten Los Angeles featherweight Oscar Negrete (10-0) against countryman Ramiro Robles (12-3-1).

Oscar De La Hoya said each of Golden Boy Promotions’ cards at the 1,200-person-capacity Belasco has sold out.

“We get celebrities … it’s jam-packed,” De La Hoya said. “My focus is L.A. boxing, on Southern California fighters. This has allowed us to do a great job developing these kids.”

Golden Boy’s television deal with Fox Deportes expires after an August fight, and De La Hoya said he’s close to concluding talks for a new television deal that will move LA Fight Club to a larger venue.

Follow Lance Pugmire on Twitter @latimespugmire