With women set to make their debut on the Olympic programme in the three weight categories of flyweight, lightweight and middleweight, London 2012 will be historic for boxing.

A total of 36 female fighters will be in action at the ExCeL in London's Docklands alongside 250 male fighters.

Calacus' main role is to give strategic counsel and media relations support to AIBA during the Olympics while promoting their vision and supporting communications around the boxing competition.

"Doing good for your sport is one thing but letting the people know about it is another," said AIBA communications director Sébastien Gillot.

"With the London 2012 Olympic Games being a watershed moment for AIBA, we are pleased to welcome Calacus as a partner.

Britain's Nicola Adams who will be boxing at London 2012

"We are convinced that their support will greatly contribute to the promotion of the sport of boxing as well as all of AIBA's activities."

Calacus were appointed by AIBA after winning a pitch process involving four other UK agencies.

The AIBA account will be led by Calacus managing director David Alexander, a former sports journalist at the Sunday Telegraph and The Guardian.

"Calacus is looking forward to being part of the AIBA team during London 2012," said Alexander.

"Boxing has gone through some controversial times of late but under the leadership of President [C K] Wu AIBA is leading by example and I'm sure London 2012 is going to be very exciting."

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