New Era Energy recently presented the Box Cup at Braintree Health and Sports Centre. James begins by sharing more about the event, explaining why it was important for the business to sponsor it, and what he hoped it would achieve for the local community.
The New Era Box Cup is something we were very proud to support. The event was co-created by Billy Long of Longs ABC Gym and Gary Davidson, who have both dedicated a huge amount of their lives to grassroots boxing.
I know first-hand the time and effort that goes into that. Billy has trained my sons, and Gary has recently helped me to prepare for my first London Marathon, so there is a real personal connection there and a lot of respect for what they do.
The event brought together young fighters from across the UK and Europe, many of whom train incredibly hard for opportunities like this.
It was important for us to sponsor it because grassroots sport gets young people off the streets. Boxing teaches them discipline, purpose and a positive mindset, helping to support their mental health.
We work in communities across the country, so it matters to us that we give back locally as well. Supporting the Box Cup wasn’t just about putting our name on an event, it was about helping create opportunities for young people and recognising the people who put countless hours into coaching and running clubs.
How do you assess the ‘success’ of your sponsorship activities? Do you get any direct feedback or measurable outcomes?
Success for us isn’t only measured in commercial terms. Of course, it’s good for people to recognise the New Era name, but the real measure is the feedback you get from the people involved.
When you see young fighters, coaches and families genuinely proud of what they’re part of, it reinforces how worthwhile it is. Knowing we’re helping to support young people’s mental health is something we will always champion.
We also see the benefit in relationships. Sponsorships like this bring customers, suppliers and local communities together in a different environment, that helps build trust, which is important in our industry.
You’ve described boxing as a positive outlet for young people. Do you see parallels between the discipline required in boxing and the skills needed in the industry?
There are a lot of similarities. In boxing you don’t get results overnight, the same is true in business. You need consistency, discipline and the ability to keep going when things don’t go your way.
When you see the work coaches like Billy Long put into young fighters, it reinforces the structure and guidance the sport provides, both mentally and physically. That discipline, respect and work ethic are exactly the same qualities you need in this industry.
Whether it’s training for a fight, preparing for a marathon or running a business, you only get out what you put in.
Fuel distribution is, ultimately, relationship-driven. How do events like the Box Cup strengthen ties with customers, suppliers and the communities you operate in?
This industry is built on relationships, determination, graft and endurance – and so is boxing.
The Box Cup reflects that, created by people like Billy Long and Gary Davidson who genuinely care about the sport and the community around it. Having grown up in boxing, they continue to weave it into their lives, supporting not just physical strength but mental health and resilience.
Image credit: New Era Energy
