Road to the Ring
It’s fight week! The week our client, Anthony Crolla, gets into the ring against Darleys Perez on Saturday 18th July, to fight for the WBA world lightweight title at the Manchester Arena. It’s a dream fight for the Manchester boxer, but it’s not been an easy journey for the local star.
In December 2014, Anthony hit the headlines in a big way, but this time it wasn’t for his success in the ring. He disturbed burglars at his neighbour’s house and bravely gave chase – only to be attacked and suffered a fractured skull and badly broken ankle. He lost his chance to fight for the world title in January 2015 and there were severe doubts as to whether he’d ever get in a boxing ring again.
After months of treatment he was given the all clear from doctors in May, and we were hugely proud to team up with Anthony and his world renowned trainer, Joe Gallagher, to unveil his big comeback and announce his world title fight.
We’ve also been working with another exciting boxing talent, Callum Smith, who was named by Boxing News as one of the top boxing prospects in the world last week. Callum had a big win against Christopher Rebrasse last month in his home town of Liverpool – and is tipped by many in the boxing industry as the one to watch over the next 12 months.
We’re hugely passionate about sports and fitness at Tangerine, and with a highly experienced talent management team following our work with Amir Khan since 2013, the team got to work, with only two months to go before Anthony’s fight. Our key role for both Callum and Anthony was to elevate their national profiles and maximise awareness around their up and coming bouts, and with Anthony in particular, tell the story of his battle to return to the top.
With a fantastic story to tell, we fiercely ramped up Anthony’s media schedule, with the likes of 5live, Sky Sports, Radio Manchester, Forever Sports, the Daily Mirror, Daily Mail and Daily Star, all eager to report on Anthony’s journey back to the top. Every interview had to be strategically planned around Anthony’s intense training regime, but we still managed to secure more high profile features with talkSPORT, Radio 1, a rooftop photoshoot with Sport magazine and a visit to Sky Sport’s head office for a special feature on Sky Sports News.
With just days to go until the fight it’s all hands on deck – we’ve now had the final press conference and the big weigh-in is on Friday – it’s been a massively busy road to the ring so far and we’re loving every minute!
Anthony Crolla vs Darley Perez will be shown live on Sky Sports on Saturday 18th July.
By Vicki Lamb, consumer account director