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By The Drum Team | Editorial

April 16, 2012 | 2 min read

Betfair has signed a 'five-figure' deal with the British Amateur Boxing Association to sponsor the men's and women's GB Boxing teams ahead of this summer's London Olympics.

The deal will see the country's top amateur boxers provide Betfair with content, such as the video above, for its editorial and social media channels.

In its role as 'official gaming partner', the betting site will also be involved in a series of promotional events to raise awareness of the partnership.

Five members of the men's GB Boxing squad have already qualified for London 2012 and the women's team will have their chance to qualify at the World Championships in May.

Betfair's head of UK brand marketing, Andy Lulham, said: "It’s an exciting time to be involved with BABA. There are a number of promising boxers in its ranks who are more than capable of delivering success in what I’m sure will be a standout year for the sport.”

The agreement extends Betfair’s relationship with the association, which began in November 2011 when it sponsored the GB Amateur Boxing Championships at York Hall in London.

BABA's roster of commercial partnerships already includes Lucozade Sport and adidas.