Chivas Regal partners with boxing champ Gennady Golovkin

Blended Scotch whisky brand Chivas Regal has teamed up with middleweight boxing champion Gennady Golovkin to “inspire a new generation” with the launch of The Chivas Fight Club.

Chivas Regal has teamed up with middleweight boxing champion Gennady Golovkin

The initiative, centred on boxing, invites US fans to “share what they are fighting for” by using the hashtag #FightForIt across their social media channels.

Golovkin is said to “personify the Chivas spirit of shared success and dedication both in and out of the ring”.

The Kazakhstan-born fighter began his boxing career at an early age and represented his home country at the 2004 Summer Olympics, where he won a middleweight silver medal. He now boasts the top knockout ratio in middleweight championship history.

“This movement is special to Chivas as it brings to life our core values, embracing the mixture of cultures and importance of shared success, as every person has a unique battle they fight with passion, gloves on and off,” said Shefali Murdia, brand director for Chivas Regal, Pernod Ricard USA.

“Like the Chivas brothers, Gennady comes from humble beginnings and has allowed his dreams to push him to where he is today, all while staying true to his values and Winning the Right Way.”

Participants will be entered into sweepstakes for a chance to see Golovkin fight Canelo Alvarez on 16 September, and gain exclusive entry into watch parties and boxing workout classes.

They will also access exclusive content, interviews, videos, behind-the-scenes photos, and a calendar of upcoming Chivas Regal boxing events. Additional incentives will be rolled out following the campaign launch.

“The Chivas Fight Club stands for the things that I believe in and represents the heart and soul of the fighter in all of us,” Golovkin said. “When I wrap my hands, I do it for my family. I owe my courage to them and also my success. That’s why I fight.”