UK mobile telco O2 unveiled its first ever boxing sponsorship deal by teaming up with Watford-born boxer Shannon Ryan and then releasing a partnership film on 25 March introducing the latest addition to its sports sponsorship stable.
Ryan, who recently signed with Anthony Joshua’s 258 management boxing agency, will make her professional debut in O2-branded fight apparel when she climbs into the ring on 26 March for the Boxxer Fight Night at the Ovo Wembley Arena: a bout that will be broadcast live on Sky Sports.
Unusually and authentically, Ryan has a particularly close relationship with her new sponsor as her retail day job sees her working in the Watford branch of O2. This organic partnership sees the telco use the scale and reach of its business to raise Ryan’s profile.
The spearhead spot was supported by pre- and post-fight social content amplified across the brand’s own channels.
"I work in an O2 store. You do your 9-5 and then I did my 6-10 in the gym"
Show your support with a good luck message for rising star Shannon Ryan, as she makes her professional debut fight this Saturday 26 March #FightNightLondon
We're backing her to go all the way. pic.twitter.com/9CIdHB18WS
— O2 in the UK (@O2) March 25, 2022
An impressive debut win for Shannon Ryan at the weekend.
She swapped the O2 store shop floor for the bright lights of Wembley for her pro boxing debut and cruised to victory.
With the backing of @anthonyjoshua, this is just the beginning ⚡️ #FightNightLondon pic.twitter.com/bYRUEfAeCC
— O2 in the UK (@O2) March 28, 2022
“To pursue her boxing dreams, supporting herself by working in our O2 Watford store is an inspirational story,” commented Virgin Media O2 Director Of Partnerships and Sponsorship Gareth Griffiths. “Sport is in the DNA of O2 and we’re proud to be backing Shannon.”
Comment
We respect this kind of partnership: more companies should find fresh ways to support their employees and stakeholders pursue their dreams and outside interests to their mutual benefit.
Ryan has worked for O2 for the last five years during which time she has fought hard to build a name for herself in boxing: initially by winning the 2019 Women’s Winter Box Cup and later by claiming silver at the 2020 London Championships.
O2 has a long association with sport and entertainment including its role as the shirt sponsor of the England rugby team and the title partner of music and entertainment venues across the country.
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