The Layton Cup, long a cornerstone of Sri Lankan boxing, has taken on a new and exciting dimension in 2024, positioning itself as a vital platform for the sport’s resurgence. 

Under the leadership of the Boxing Association of Sri Lanka (BASL) and its dynamic new President Dr. Anuruddha Bandara, this year’s event, held at Negombo Beach, is more than just a boxing tournament – it is a strategic move to elevate boxing into the national consciousness alongside Sri Lanka’s dominant sports, such as cricket, athletics, and rugby.

A vision for boxing beyond the ring  

In his speech at the press conference on 30 September, Dr. Bandara laid out a bold and inspiring vision for boxing in Sri Lanka. 

With clear intentions to position the sport as a contender for greater recognition, he spoke about how the Layton Cup was part of a larger strategy to propel Sri Lankan boxing onto the world stage, culminating in ambitions for the 2028 Los Angeles Olympics.

While cricket, rugby, and athletics have traditionally captured the spotlight, boxing is being revitalised through targeted investments, international exposure, and community engagement. 

Dr. Bandara’s tenure as BASL President, marked by personal financial contributions amounting to nearly Rs. 20 million, has already yielded impressive results. 

In just four months, Sri Lankan boxers have brought home multiple international medals, affirming the nation’s potential in the sport.

Marketing boxing as a national sport

One of the most significant aspects of this year’s Layton Cup is its location – Negombo Beach. As BASL Vice President Eric Perera emphasised, boxing has typically been confined to indoor venues, limiting its exposure. 

By bringing the semi-finals and finals of the Layton Cup outdoors, onto one of the most popular beaches in the country, the BASL has successfully merged sport and entertainment, appealing to a broader audience. 

This decision is not merely logistical but a calculated move to market boxing as a spectator-friendly, accessible sport for all Sri Lankans as well.

The event’s success is built on partnerships with local businesses and sponsors, including 3R International, Melwa, and Pyramid Lanka Ltd., which have provided financial and logistical support. 

The involvement of the Negombo community, Police, and local clubs has created a festive atmosphere around the event, with live DJ music and other entertainment enhancing the experience for spectators. 

This strategy of blending sport with entertainment aligns with global trends in sports marketing, where creating an engaging, multifaceted event experience is crucial to drawing larger, more diverse crowds.

Bringing boxing to the public

The Layton Cup’s move to Negombo Beach signals a shift in how boxing is presented to the public. 

The outdoor setting, accompanied by LED screens and tents, transforms the boxing match into a spectacle, drawing in beachgoers, schoolchildren, and local clubs, many of whom may be experiencing live boxing for the first time. 

This event represents a shift in how boxing is perceived – not as an elite, niche sport, but as an inclusive, community-driven activity that can inspire the next generation of athletes.

In his remarks, BASL Secretary DIG (Retd) Saman Gunaratne underscored the historical significance of the Layton Cup in developing Sri Lankan boxing talent, dating back to its inception in the 1940s. 

The event remains a critical platform for identifying the country’s future champions, with this year’s edition being no exception. 

The BASL plans to use the Layton Cup to select a national boxing pool for the first time in eight years, ensuring that the best talent is nurtured and prepared for international competition.

Building towards Olympic glory

The BASL’s vision for boxing extends far beyond the shores of Sri Lanka. With an ambitious plan to send Sri Lankan boxers to the 2028 Olympic Games in the US, the organisation is laying the groundwork for future success. 

By increasing international exposure and upgrading coaching and refereeing standards, the BASL aims to give its athletes the experience and support they need to compete at the highest levels.

Hosting the Layton Cup on the beach also highlights a broader strategy to promote sports tourism in Sri Lanka. 

With plans to bid for prestigious international events such as the 2025 ASBC Asian Under 22 Boxing Championships and the 2026 Youth Olympic Games, Sri Lanka is positioning itself as a hub for regional boxing, which in turn will generate further interest and investment in the sport at home.

A call for support

However, Dr. Bandara and his team remain aware that passion alone will not sustain Sri Lankan boxing, with his speech calling for greater support from both the Government and corporate sponsors. 

For Sri Lanka to re-emerge as a force in international boxing, sustained investment is crucial. The success of the Layton Cup is just one step, but it demonstrates what can be achieved when the community, businesses, and sports authorities collaborate.

Boxing’s role in Lanka’s sporting future

The 2024 Layton Cup is a pivotal moment for Sri Lankan boxing. By taking the sport to the people – literally to the beach – the BASL has started to build a new relationship between boxing and the public. 

This year’s tournament, part of a broader strategy to promote the sport, is not just about producing champions but about reshaping boxing’s place in Sri Lanka’s national identity as well.

As Dr. Bandara emphasised, Sri Lanka has a rich history in boxing, and with the right support, it can be a future powerhouse in the sport. 

With initiatives like the Layton Cup, boxing is no longer in the shadows of cricket and rugby. It is stepping into the light, one punch at a time.