32Red continues marketing push with Matchroom Boxing partnership
Accelerated sponsorship strategy sees firm back Ricky Burns and Tony Bellew world title fights
32Red continues to ramp-up its marketing spend after securing a deal with Matchroom Boxing to sponsor upcoming world title fights featuring UK boxers Ricky Burns and Tony Bellew over the next fortnight.
The operator will be backing Burns’ WBA Super-Lightweight defence against Kiryl Relikh at the SSE Hydro in Glasgow this Friday, and Bellew’s defence of his WBC Cruiserweight crown against American BJ Flores at Liverpool’s Echo Arena on 15 October.
The deal marks the operator’s biggest boxing deal to date, having previously secured a partnership with Leeds fighter Josh Warrington.
“We are delighted to be partnering with Matchroom Boxing and to be sponsoring the next two world title fights in Glasgow featuring Ricky Burns and Liverpool featuring Tony Bellew,” said Matt Booth, 32Red’s chief commercial officer.
“British boxing is at an all-time high and to associate the 32Red brand with these great nights is very exciting for us.”
Matchroom Boxing’s Eddie Hearn added: “I am delighted that 32Red.com is on board for these two huge nights for British boxing.”
The Matchroom Boxing deal represents the latest in a string of sponsorship deals the operator has struck this year, moving closer to the £20m figure the firm told EGR it will spend on marketing during 2016.
The operator recently replaced William Hill as sponsor of the prestigious Boxing Day King George VI Chase.
The firm also moved to bolster its presence on TV with an extended relationship with both Sky Sports and ITV, while it recently added Leeds United to a football sponsorship portfolio that includes Rangers FC.