BABA claims Generate will plan and deliver a strategy that involves maximising broadcast and digital media rights, event innovation, customer relationship management and sponsorship opportunities to build on increased interest in the sport following the success of the London 2012 Olympic Games.

Britain won five medals in the ring at London 2012 and topped the boxing medal table.

Nicola Adams, Luke Campbell and Anthony Joshua all won gold medals while Fred Evans took silver and Anthony Ogogo bronze.

Generate will work with the BABA's media and communications consultant, Lee Murgatroyd, on the development of the organisation's commercial strategy and report to BABA chief executive Matthew Holt.

"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," said Holt.

The BABA hopes to capitalise on the interest in boxing generated by the likes of London 2012 gold medal winner Anthony Joshua ©Getty Images



Despite the success of British boxers at London 2012, BABA went through a turbulent fist half of 2013 after a row involving Home Nation Federations ultimately resulted in the removal of chairman Derek Mapp.

The row centred around increasing voting rights for BABA Board members and decreasing the voting power of the Amateur Boxing Association of England (ABAE), the Welsh Amateur Boxing Association (WABA) and the Amateur Boxing Scotland (ABS).

UK Sport had threatened to redirect more than £10.4 million ($17.9 million/€12.8 million) of its funding set aside for the BABA for the Rio 2016 Olympics into an alternative Special Purpose Vehicle.

But an agreement was reached between BABA and the National Federations leading to the retention of the funding.

Based in London, Generate has been delivering commercial and sponsorship consultancy services to the sport and entertainment industry for more than 10 years.

"We're delighted to be working with the British Amateur Boxing Association at what is an undoubtedly exciting time for the sport of boxing," said Andy Muggleton, the firm's co-founder and commercial director. 

"We have a real passion for the sport, and having previously worked on commercial strategy with national governing bodies 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."

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