Generate appointed by the British Amateur Boxing Association

The British Amateur Boxing Association (BABA), responsible for managing the World Class Performance Programme for the GB Boxing team, has appointed sport and entertainment agency Generate to develop and deliver a new commercial strategy.

Generate will be working with the British Amateur Boxing Association to plan and deliver a commercial strategy including maximising broadcast media rights, digital, event innovation, CRM and sponsorship opportunities to leverage increased interest in the sport following the success of the 2012 Olympic Games.

Generate will work in collaboration with the BABA’s retained Media & Communications Consultant, Lee Murgatroyd, and report to the Chief Executive (CEO) of the BABA, Matthew Holt.

Matthew Holt said: “We believe that boxing possesses a great combination of assets and are looking forward to working with Generate to create a strategy that will allow us to develop the sport and ensure we continue to capitalise on the success of 2012 as we focus on the road to Rio in 2016.”

Andy Muggleton, co-Founder and commercial director at Generate, said: “We’re delighted to be working with the British Amateur Boxing Association at what is an undoubtedly exciting time for the sport of boxing.

“We have a real passion for the sport, and having previously worked on commercial strategy with NGB’s such as the British Canoe Union, Volleyball England and Archery GB we believe there is a fantastic opportunity to deliver a strong commercial plan for the sport.”