Mary Kom, Farhan Akhtar roped in as brand ambassadors

Mahindra Automotive becomes Title Sponsor of IBA Women’s World Boxing Championships

Khel Today Bureau 

New Delhi: The Boxing Federation of India (BFI) on Monday unveiled India’s leading SUV manufacturer, Mahindra & Mahindra Ltd as the Title Sponsor for the Championships along with legendary MC Mary Kom and Bollywood star Farhan Akhtar were announced as the brand ambassadors of the Mahindra IBA Women’s World Championships 2023, scheduled from March 15 to 26 at the Indira Gandhi Sports Complex in New Delhi.

India is hosting the event for the third time in the history and the country is set to be gripped by boxing fever as several top-notch pugilists are headlining the Championships.

Ajay Singh, President, Boxing Federation of India said, “We are delighted to welcome Mahindra Automotive as our lead sponsor. BFI and Mahindra share a common vision of women empowerment through sport and I am happy to see them as our partner in this mission. And the presence of Mary Kom and Farhan Akhtar as the brand ambassadors for the IBA Women’s World Boxing Championships will add immense value to our mission of encouraging women participation in boxing. Mary Kom is a legend of our sport and Farhan Akhtar is a Bollywood icon who has made several inspiring sports movies including one about boxing. The association with these two youth icons will enhance the prestige of this World Championship and help in promoting the sport across the country. The event will also help showcase to the world India’s potential as a host for big global tournaments.”

The partnership is in line with Mahindra Group’s initiatives to empower women in fields such as sports. The partnership presents an opportunity for Mahindra to leverage significant synergies, with the XUV300 TGDi and the All-New Thar appointed as the official SUVs for the upcoming World Box Championships in 2023.  Additionally, Mahindra will be hosting exciting contests for customers to enjoy the championship and create unforgettable memories. Mahindra is proud to extend this association to Indian women boxers in their quest for glory on the global stage during the tenure of the sponsorship.

Veejay Nakra, President – Automotive Division, Mahindra & Mahindra Ltd. said, “We are delighted to be associated with the IBA Women’s World Boxing Championships, which is a significant step towards promoting women’s boxing globally. We acknowledge the tremendous growth in viewership and followers of women’s boxing over the years, which highlights the strength, resilience, and toughness that women embody in the face of challenges. As a company dedicated to promoting diversity and empowering women, we are honored to be associated with this groundbreaking sport and its athletes. Our SUVs, such as the Thar and XUV300 TGDi, symbolize the tenacity and determination that women display, and we are thrilled to be a part of their journey.“

Mary Kom, a bronze medallist in the London Olympics, is the most decorated boxer in the history of Women’s World Championships, having clinched the title six times along with a silver and bronze.

“India is hosting the World Championships for the third time and it is a special and rare honour. It will underline India’s strength as a sporting nation in front of a global audience. I am delighted to be a part of this tournament and I am certain that this will be a golden page in India’s sporting history,” said Mary Kom.

A biopic depicting Mary Kom’s journey in 2014 put boxing on a big screen and also encouraged country’s women to take up boxing. On the other hand, Farhan Akhtar—a passionate sports lover, also popular for his lead roles in Bhaag Milkha Bhaag and Toofaan, which showcased the journey of a boxer.

During the event, Farhan will engage with the boxers and will spread the excitement of the tournament through his social media handles too.

Talking about his association, Farhan Akhtar said: “I am honoured and excited to be a part of such a prestigious event. It is a matter of personal pride that India is hosting the World Boxing Championship for Women. My love for the sport goes back long before I started training for my film, Toofaan, and now to be here celebrating this event is a wonderful feeling. As an avid sport lover, I have followed the journey of our girls, cheered and applauded every time they brought glory to India in this sport! I hope that all of you will watch the exciting bouts and get inspired by these women from around the world. I would also like to give a special mention to BFI who are doing a tremendous job by encouraging and supporting women in the field of boxing. And finally, good luck to all the players participating in this event. Todun taak!”

A total of 350 plus boxers from 74 countries have registered so far for the biennial event which has a prize pool of INR 20 crore for the very first time.