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Boxer Amir Khan hopes to land knockout marketing campaign with Absolute Media

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By The Drum Team | Editorial

April 11, 2012 | 2 min read

Amir Khan has enlisted Absolute Media to handle a marketing drive ahead of his much-anticipated World Title re-match with Lamont Peterson in Las Vegas next month.

Absolute, which is based in Khan's hometown of Bolton, has been briefed by the light-welterweight champion of the world to "completely refresh his brand".

As part of this strategy the agency will be rolling out a website portal, online store and image licensing site that will allow journalists worldwide to licence and download official images as soon as they become available

Part of the main website will include a premium membership area called Khan World where fans will be able to access behind the scenes content in the build-up to his fights.

Absolute will also be developing a new clothing brand inspired by Khan as he looks to strengthen his partnerships outside of the ring.

Agency managing director Chris Hodgen said: "Amir has done a lot to put Bolton on the map since he won the Silver medal at the 2004 Olympics; now it is our turn to help increase Amir’s profile.

"My team is working flat out to get the main website live by the end of the month, with the new ecommerce shop going live in early May when the new leisurewear range comes back from the manufacturer for photography."

Absolute is working with M&C Saatchi to develop media rich content for the website.

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