Promoting International Boxing with AIBA

The challenge

AIBA, the world governing body for boxing, faced some scepticism following alleged misdemeanours by the staff past and present. With the eyes of the world on
the London 2012 Boxing competition, they wanted to promote the transparent
and progressive new regime and ensure the event got positive headlines.

The strategy

Senior AIBA staff were trained to deal with challenging media interviews
and briefed on developments including new constitution and Olympic scoring system.

Calacus engaged both boxing specialist and international sports news correspondents and explained new judging rules aimed at ensuring transparency.

On a daily basis throughout the competition, Calacus provided interview opportunities for media with the AIBA President, CK Wu to discuss the competition as well as exciting plans to launch new professional boxing competitions.

We later assisted AIBA ahead of the launch of its AIBA Pro Boxing competition, devising messaging and assisting with overall sports communications strategy.

The outcome

Boxing was considered to be one of the great successes of London 2012.

Judging controversy was minimal and the advent of Women's Boxing was
one of the highlights of the Olympic Games.

AIBA Pro Boxing is establishing itself as a key competition in the boxing calendar.

It has been a pleasure working with David Alexander and his team at Calacus during the London 2012 Olympic Games. He brought wide experience and expertise and worked very closely and efficiently with AIBA’s Communications team in a fairly complex environment. His contacts within the international press and media really benefited AIBA to get a wide range of positive coverage. A truly great job
— CK WU, IOC Member and President of AIBA, the International Boxing Association