You are currently viewing Press Release: WePlay Collaborates with the International Boxing Association (IBA) to Rebrand and Resurge the Global Governing Body of Boxing


WePlay, a leading Growth Marketing Partner, is excited to announce its
collaborations with the International Boxing Association (IBA) to spearhead the
rebranding of its Men’s and Women’s World Championships and resurgence of the
global governing body for boxing. The initiative aims to enhance the appeal and
commercial viability of boxing while strengthening the IBA’s brand recognition and
commercial value of its major events.

WePlay has developed a new brand strategy and a visually dynamic identity that will
resonate with boxing fans worldwide. With the support of WePlay, the IBA aims to
revitalise boxing cementing their position as the ultimate global sports entertainment
property for boxing fans.

“We are absolutely thrilled to collaborate with WePlay on this transformative project,”
said Elizaveta Bracht, Commercial & Marketing Director for the IBA. “This marks a
significant milestone in the IBA’s evolution into a premier global sports entertainment

“By collaborating with WePlay, we’re confident that the IBA will become the driving
force for a resurgence of the sport, creating a buzz that will capture the hearts and
minds of boxing fans worldwide,” added Bracht.

Luca Massaro, CEO of WePlay, added, “WePlay is excited to work closely with the
IBA to develop a fresh, dynamic brand strategy and visual identity. Our team is
committed to helping the IBA establish itself as the premier global sports
entertainment property for boxing fans everywhere.”

The IBA Women’s World Championships will take place in New Delhi, India next
month, with the Men’s World Championships following in Uzbekistan in May. The
brand identity developed by WePlay reinforces the IBA as “The Global Home of
Boxing” and reflects India’s growing reputation as a key destination for women’s

The rebranding campaign will be launched in the coming days, coinciding with the
unveiling of the IBA’s new brand strategy and visually dynamic identity that was
launched last week. WePlay is excited to work closely with the IBA to develop a
fresh, dynamic brand strategy and visual identity that will appeal to boxing fans

About WePlay:
Founded in 2012, WePlay is a Growth Marketing Partner to the world’s most exciting
and ambitious brands and right holders in sport and entertainment. We combine a
modern marketing and communications service provision with partner-led
commercial models, enabling brands to grow and take their ambition to the next

WePlay was the first agency to win the Football Agency of the Year title
back-to-back, in 2017 and 2018 for results delivered with UEFA, Barcelona, Red
Bull, Melbourne FC, Chelsea FC, Paris Saint-Germain FC & Yokohama Tyres.
WePlay has won global contracts with FIFA, LaLiga and UFC.
WePlay’s performance-first, data-driven strategic approach has generated over
$400m in new revenues for its partners since 2018. The agency has a proven track
record of delivering strategic goals across all digital platforms, achieving revenue
growth, hitting commercial targets, and secured industry-first sports partnerships with
Meta, TikTok, Google, Microsoft and TikTok.

About the International Boxing Association:
The International Boxing Association (IBA) is the worldwide governing body of
boxing, established in 1946. As the custodian of boxing, the IBA’s strategy is
underpinned by an athlete-first approach, with a clear mission to promote, support,
develop and unite the prestigious and historic sport worldwide.


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