For amb Insurance, community investment has always extended beyond sponsorship visibility. The business has consistently focused on supporting individuals and organisations that positively influence Stoke-on-Trent and the wider Staffordshire region.
That philosophy is reflected in amb’s long-standing partnership with Nathan Heaney – one of the city’s most recognisable sporting figures and a widely respected ambassador for Stoke-on-Trent.
Known nationally as “The Hitman from Stoke,” Nathan has built a reputation not only through his success in the ring, but through his authenticity, community engagement, and commitment to representing the city with pride. His rise from a humble local background to national boxing prominence has made him an important role model across the region.
The Challenge
Like many regional businesses, amb Insurance wanted its community partnerships to feel genuine, purposeful and aligned with the company’s values — rather than simply transactional sponsorship activity.
- The business recognised a growing importance around:
- Supporting positive local role models
- Promoting community pride and resilience
- Aligning with causes that genuinely matter to local people
- Helping raise awareness around mental health and wellbeing
- Investing in initiatives that strengthen Stoke-on-Trent’s identity and confidence
In a city that has faced economic and social challenges in recent years, there is increasing emphasis on community leadership, wellbeing support and visible local success stories. Mental health support, in particular, continues to be a growing priority across Stoke-on-Trent and Staffordshire.
amb Insurance wanted to support somebody whose influence extended beyond sport — someone capable of creating a genuine feel-good factor within the community.
The Opportunity
Nathan Heaney represented a natural fit.
Born and raised in Stoke-on-Trent, Nathan has remained closely connected to the city throughout his professional career. Despite competing on major national boxing stages, he has consistently positioned himself as a proud representative of Stoke-on-Trent and North Staffordshire.
His public image is built around qualities that strongly align with AMB Insurance’s own culture and brand values:
- Humility and authenticity
- Hard work and resilience
- Community loyalty
- Accessibility and relatability
- Supporting local causes and charitable initiatives
Nathan’s influence also reaches beyond boxing audiences. His openness around mental health awareness and his support for local charitable activity have strengthened his reputation as a positive civic figure within the region.
The Approach
Rather than treating the relationship as a traditional sponsorship arrangement, AMB Insurance positioned the partnership around shared values and long-term community impact.
The collaboration focused on supporting Nathan’s role as:
- A positive ambassador for Stoke-on-Trent
- A role model for younger generations
- A visible advocate for resilience and mental wellbeing
- A figure capable of uniting local communities through sport and civic pride
amb Insurance also supported broader community-led initiatives connected to Nathan’s platform and visibility.
One example included supporting fundraising activity linked to the NSPCC through partnerships involving local businesses and Nathan himself. The collaboration helped raise awareness and funding for vulnerable children across North Staffordshire.
This approach enabled amb Insurance to position itself not simply as a sponsor, but as an active participant in initiatives that benefit the wider community.