From midnight tonight, the Irish Athletic Boxing Association (IABA) becomes Boxing Ireland, marking a transformational milestone for the sport and the beginning of a powerful new era of visibility, engagement and commercial growth for Ireland’s most successful Olympic sport.
This rebrand represents far more than a new name or logo.
In a statement, Boxing Ireland said:
“It is about celebrating who we are, recognising our 115 -year shared history, and clearly expressing where we are going as a sport and as a community.
“Boxing Ireland reflects the reality that boxing and boxers are Built Different.
“We strive, we achieve, we build discipline, we change lives, and we uplift communities in a way that no other sport does.
“This purpose led identity provides a modern, unified and internationally recognisable brand that positions Irish boxing for stronger commercial partnerships, increased sponsorship investment, and greater media and digital engagement at home and abroad.
“Most importantly, it demonstrates our pride in who we are, and what we do.”
James Whelan
A video introducing Boxing Ireland and the meaning behind the rebrand will be shared across all digital platforms.
Featuring double Olympic champion, Kellie Harrington, international boxer James Whelan and underage European champions Kristian Jubani & Roisin Hegarty, this keynote identity piece has been voiced by multi-award winning actor and Hollywood star, Liam Neeson.
Liam was a champion boxer in his youth, contesting for All Saints ABC Ballymena
Please click on the link below to watch the video:
Watch Boxing Ireland | Built Different
Boxing Ireland CEO Gary Stewart said “Boxing Ireland is a brand built to honour the past, empower the present and really put our purpose as a community front and centre. It gives us a clearer, stronger and more recognisable identity, both at home and internationally, which is essential for increasing awareness of Irish boxing and the incredible talent within our community. Boxing builds people for life. The new identity says unequivocally that we are Boxing Ireland, and we’re proud of it.
Gary adds “This is about building a brand that properly reflects the quality, professionalism and impact of Irish boxing, and ensuring our boxers are supported, promoted and celebrated at every level of the sport. Boxing Ireland provides a powerful commercial platform that will help us attract new partners alongside Nike and Sting, sponsors and investment, creating real opportunities to reinvest in our clubs, our competitions and, most importantly, our boxers. Greater awareness leads to greater opportunity, and greater opportunity allows our athletes to thrive in and and out of the ring. This is a really exciting time for our sport”.
Boxing Ireland President, Anto Donnelly, said “Now is the time for Boxing Ireland. I am immensely proud to welcome our new identity. This rebrand is about strengthening our foundations and putting our clubs and communities at the very heart of everything we do. Our grassroots clubs are the lifeblood of Irish boxing. They are where young people find opportunity, discipline, confidence and belonging.”
Anto adds “Boxing Ireland gives us a stronger, clearer and more modern platform to support those clubs, to attract new members, volunteers and partners, and to ensure that investment reaches the places where it makes the greatest difference. While our name and identity evolve, our purpose remains the same: to protect our heritage, empower our clubs, and create the best possible environment for every boxer, coach and volunteer in the country.”
2025 World Bronze Medalist, Grainne Walsh, was a key member of the re-brand steering committee. She said “Boxing Ireland is a new chapter for our sport. It’s about a positive, visible identity which respects our incredible heritage and looks forward to the future. Boxers and Boxing are Built Different. We’re a unique community and becoming Boxing Ireland honours that. It’s a really exciting time.”
Building Boxing Ireland
IABA announced its rebranding partnership with Branding Sport inQ3 2025. The rebranding process was rooted in collaboration.
Throughout September, clubs, units and members were invited to contribute views and opinions. Participants also took part in one-to-one workshops and interviews, ensuring that voices from across the boxing community shaped the outcome.
The rebrand was formally presented by Branding Sport the Club Forum on November 17th
BoxingIreland.ie | A Digital Hub
As part of the rebrand, Boxing Ireland has launched a new website: www.boxingireland.ie
The website will be a central information hub for clubs, members and stakeholders, a showcase for Irish boxing talent, from grassroots to elite and a digital platform for partners, sponsors and commercial activations
For the first time, the site includes a Club Locator, making it easier for new members, families, sponsors and community partners to connect directly with local clubs.
Safeguarding Our Heritage
While Boxing Ireland looks forward, it remains deeply committed to protecting its 115-year heritage:
- IABA Crest Retained | National Championship medals will continue to carry the IABA crest, preserving tradition and identity.
- Digitisation of Historic Footage | Tens of thousands of hours of National Stadium boxing footage are being restored and published on YouTube, creating long-term cultural and commercial content value.
- Historic Governance Records | Central Council and Standing Committee minutes from 1934 to 1987 have been digitised and will shortly be available on boxingireland.ie.
- Championship Archive | National Championship results dating back to the 1950s are being digitized for publication.
- National Stadium Heritage Installation | Early work is underway on a heritage installation that will create a permanent, visible celebration of Irish boxing history and identity.