If we had to rate a spice level for our most recent celebrity sponsorship deal it’d be five spices. Too hot to handle. Nando’s just wouldn’t dare introduce it…

We secured Tom.co.uk (TOM) as the official fight sponsor of none other than Tyson Fury. The sponsorship between the life insurance brand and The Gypsy King came ahead of the boxer’s face-off with Dillian Whyte at Wembley Stadium.

The clash between the two British boxers has been one of the most highly anticipated fights in the nation’s history of the sport. So, for us to be able to secure the official fight sponsor as Fury vies to defend his heavyweight title, is a big deal to say the least.

As part of the sponsorship, TOM’s logo features on Fury’s official tracksuit which is worn during pre-fight interviews and has also been spotted on other items of clothing worn by the boxer and his team on the lead-up to the event. Fury has also shared a photo to his 5.5 million Instagram followers wearing the tracksuit where the logo can clearly be seen. It got +47,600k likes. Talk about great exposure for a brand!

So, who are TOM and what made them such a fitting sponsor for Tyson Fury?

TOM do life insurance differently. They specifically target dads helping them to get cover for the families they love, easily and quickly. While life insurance is a sensitive topic to broach, it’s an important one to acknowledge as according to TOM, every 22 minutes a child loses a parent they rely on financially.

But instead of talking to dads in a stuffy, jargon-filled way, they use a tone of voice that is simple and clear with a good helping of humour to lighten the load.

As a father of six, Fury is a family man. So, the sponsorship between TOM and the boxer wasn’t one built on convenience, it was one built around a genuine, common ground between the two.


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