Leicester business, Midas Connect, are the jack-of-all-trades and master of quite a few too. Owner, Martin Horsley, pounced on the unique idea of promoting other businesses and sole traders, through discussing sport within his vast network of contacts. The concept has yielded success and company growth, along with new ventures and avenues, as Martin explained to Soar Magazine…

“The structure of Midas Connect evolves around my role as a freelance sales person, on behalf of numerous sole traders and businesses. They pay a fee, either for business to business, or for business to domestic membership. Then, using sport as a medium to communicate with people, I represent those members in a positive manner to various clients and direct work opportunities their way.”

Numerous tradesmen and local organisations have signed up to have Midas Connect actively promote them as Martin’s pool of contacts continues to grow. This simple, yet considered approach is the background work to Midas’ growing status within Leicestershire sport.

“As a business, we are probably better known for the boxing events that we promote. The corporate sports side of the business is another key facet of our work, but the success of the boxing dinner evenings has certainly added an extra and very interesting dimension to our buisness.

“Our portfolio includes a choice of seven sports; football, motor racing, horse racing, golf, cricket, rugby and boxing. The first six have clear defined venues to host them throughout the Midlands, but I placed boxing on the list as it’s a major sport. I was then introduced to Les Allen, who is well-known within boxing and manages the Concepcion brothers. He didn’t do any events in Leicester, but had an established following in Coventry. Now we work together to promote events in Leicester, which is great for the city.”

Those events have grown meteorically, through careful and considered promotion, networking and market research. Thanks to Midas Connect’s partnership with Les Allen Promotions, boxing dinner evenings are back with a bang on Leicester’s sporting programme. “Our first event, back in November 2009, featured Tim Witherspoon as our special guest and Leicester boxing legend, Tony Sibson, came along too. We picked the Marriott Hotel as hosts. Now our crowds have outgrown the venue and we’ve moved to Leicester Tigers’ Caterpillar Stand, with 280 people attending the last event. Our November show could be something approaching 400 people, which would be pretty special.”

But Midas Connect and Martin’s reach stretches much further than just boxing. Their passion for sport and eagerness to invest time and money in to the industry is creditable, whilst emphasising their commitment to the region.

“We sponsor Josh Cobb at Leicestershire County Cricket Club, a stock car driver and a speedway rider at the Dudley Heathens too. We also work with Leicester Riders Basketball Club, so that’s another visible outlet for us. We sponsor Oadby Owls Juniors, whom I manage, whilst having an advertising board at various clubs throughout Leicestershire.”

And it doesn’t stop there. In Martin’s spare time, he can be found at the speedway and stock car track, in the press gantry of all places, where his communication skills are seriously put to the test.

“I commentate for stock car racing and have been a huge fan since the 1970s. Recently I worked on my first World final, commentating to over 10,000 people, which gives me a real buzz. The sport has benefited from the BBC show, Gears and Tears, which has created a lot more interest.”

A chance meeting with a contact of Martin’s led to the company’s partnership with Leicester charity, Wishes4Kids. Their involvement with sport, most notably through patron, Muzzy Izzet, made the link for Midas a natural move.

“Mark English, a successful local businessman, invited me to attend a charity event and I couldn’t make it. That conversation sowed the seeds in my mind about doing some charity work of my own. I contacted Russell at Wishes4Kids and we’ve helped to raise the awareness a little more, whilst raising some funds for them.”

So what does the future hold for Midas Connect and their growing network of contacts across Leicestershire and beyond?

“We’ve got a business concept that I’ve not seen before in Leicester. I’m not saying we’re entrepreneurs, but it seems to be working. Sport as a product is a great vehicle to promote our name and we’ll continue to do so across Leicestershire. We’ve met with some key sporting organisations in London and throughout the Midlands. I hope to facilitate our sports networking and event hosting there during the next couple of years.”

For more information or to get in touch with Martin and his team about how they can help your business either visit www.midasconnect.co.uk, e-mail info@midasconnect.co.uk or call freephone 0800 112 3391, or mobile 0777 387 0183.

Memberships start from just £90+VAT and Midas Connect offer the commitment and dedication to support and enhance your own promotion and sales operation. Next Dinner Show November 13th.