The International Boxing Association (AIBA) has announced a deal with global sports giant Adidas to become the official sponsor of the 2017 World Boxing Championships in Hamburg.
Due to take place between August 25 and September 2 at the city’s Sporthalle Arena, the Championships will see Adidas provide the latest equipment to the competing athletes along with an "enhanced spectator experience".
Worldwide exposure will be achieved through the German company's "innovative" social media activity, new digital platforms and special offers, which will begin in advance of the start of competition and continuing after its conclusion.
"Signing with a company of Adidas’ stature is testament to AIBA’s new proactive approach towards sponsorship and the global reach and popularity our sport is enjoying." said AIBA President C K Wu.
"The participation of such a major international brand reflects the hard work of the entire AIBA Family since the beginning of the Tokyo 2020 Olympic cycle to enhance boxing’s image and will contribute to making Hamburg 2017 yet another ground-breaking World Championships."
In collaboration with Adidas Global, the 2017 World Championships will receive unprecedented online coverage with all communications relayed across the brand’s official channels in 70 countries.
The partnership deal also includes the provision of gloves, bandages and uniforms for athletes and volunteers.
An interactive boxing booth, including a unique speed challenge, will be put in place in an effort to "bring fans even closer to the action".
"Adidas is delighted to join the AIBA Family in promoting boxing and be part of a tournament with the importance of the World Championships," added Cédric Dermée, President of Adidas licensee Double D.
"This agreement represents more than just the provision of equipment.
"We want to celebrate boxing and support its development, using our sophisticated digital channels and extensive reach to offer the sport’s fans an enriched experience in Hamburg and, ultimately, help more people to discover boxing now and throughout the Tokyo 2020 Olympic cycle."