The new partnership, which runs until 2013, will complement the brand’s long history of supporting British sport and follows the best performance for 53 years by the men’s team at the recent European Championships in Moscow, when the team claimed three silver and two bronze medals.

Lucozade Sport will support the men’s and women’s Podium Squads and have a presence at its training facility at the English Institute of Sport  in Sheffield and the BABA’s calendar of events. 

It will also support a series of grassroots initiatives run by the home nations in England, Scotland and Wales.

Stewart Crooks, the sponsorship manager at Lucozade Sport, said: "Boxing is one of the fastest growing sports in the UK and our range of sports nutrition products fit the sport’s performance needs perfectly.

"We are extremely excited about raising the profile of the British Amateur Boxing Association, the talented athletes in its stable and boxing in general."

Derek Mapp, the executive chairman of the BABA, added:  "Lucozade Sport’s decision to invest in a relationship with amateur boxing is a sign of the enormous progress that has been made in the sport over the last few years at both the elite and grassroots levels.

"It reflects amateur boxing’s position as one of Britain;s best medal hopes for 2012 and a sport that continues to deliver increases in participation in schools and communities across the UK."

Lucozade Sport is already working with GB Boxing’s nutritionist, Mark Ellison to integrate its range of informed sport tested sport nutrition products into the world class performance programme. 

British Boxing's performance director Rob McCracken said: “Producing medal winning performances is all about finding those extra percentage points that give you an edge over the opposition and I am confident that our partnership with Lucozade Sport will enhance the work we are doing to achieve this as part of our world class performance programme."

The BABA is also currently seeking sponsors in several other categories, including "women’s team partner", travel partner", and "power partner".

Mapp said: "When it comes to Olympic sports, we believe that boxing possesses a unique combination of assets.

"It offers real medal potential, guaranteed TV exposure [through our Championships] and grassroots links that deliver enormous social benefits often in deprived communities.

"All of these help to differentiate boxing from other Olympic sports and give it the potential to generate huge interest in the build-up 2012 and at the Games."

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