British Boxing’s commercial overhaul pays off

The drinks brand Lucozade Sport has penned a deal with the British Amateur Boxing Association (BABA).

The drinks brand Lucozade Sport has penned a deal with the British Amateur Boxing Association (BABA).

Having recently undergone an overhaul in its commercial set-up in a bid to modernise the sport and capitalise on the London 2012 Olympic Games, Lucozade Sport will partner the BABA becoming its first official nutrition partner, one of five sponsorship categories opened up.

As part of the new three-year deal, Lucozade Sport will enjoy a significant brand presence at the BABA's training facility in Sheffield as well as in all the BABA's calendar of events.

Steward Crooks, Lucozade Sport sponsorship manager, said, "Boxing is one of the fastest-growing sports in the UK and our range of sports nutrition products fit the sport's performance needs perfectly."

Derek Mapp, BABA chairman, said, "Lucozade Sport's decision to invest in a relationship with amateur boxing reflects the sport's position as one of GB's best medal hopes for 2012."