Mass Participation

UK sports marketing group LimeLight Sports Ltd has entered into administration after more than 30 years of trading

The MSM agency has agreed a deal with Spartan Race to seek out sponsors for the obstacle race and endurance brand. Spartan Race encompasses a family of brands, including Tough Mudder

UK investment platform AJ Bell has been unveiled as the title sponsor of the Great Run Series as part of a five-year deal with the Great Run Company

Ironman Group has announced a wide-ranging sponsorship deal with Vietnamese automotive company VinFast

Ironman Group has extended and expanded its sponsorship contract with multisport performance brand Roka

Supermarket chain Lidl has renewed its sponsorship deal with active lifestyle brand Tough Mudder

Mass participation sports operator Ironman Group has signed fitness technology company Wahoo as a sponsor

Global trail running circuit the UTMB World Series has announced a three-year sponsorship agreement with Romanian car manufacturer Dacia ahead of the inaugural UTMB World Series season

Global mass participation event Ironman has added high-performance wellness brand Hyperice to its sponsorship portfolio

The 2019 TCS New York City marathon official app became the races’ most downloaded ever by offering features including a set of augmented reality experiences, unlimited real-time runner tracking, an interactive course guide, digital cheer cards and a finishing-time predictor.

Given the limited capacity of the New York Marathon, title sponsor Tata Consultancy Services activated its rights in 2018 and 2019 with a 3D game letting visitors to the Marathon Expo compete over the marathon’s final 100m.

The mass participation events industry is undergoing a consolidation as participation levels at some second-tier events fall, but Infront’s dominant position in delivering the top events has enabled f…

China Mobile will sponsor the Liupanshui summer international marathon in Guizhou, China, and provide 5G infrastructure for both runners and attendees. According to Xinhuanet

Global obstacle course brand Tough Mudder has scaled up its search for new sponsors, after striking a new sales partnership with Impression Sports & Entertainment

Women’s beauty products company Soap & Glory has agreed a deal to become a regional sponsor of the Tough Mudder obstacle course series.

Consumer electronics company Samsung has entered into a partnership with the Tough Mudder obstacle course series.

The Tough Mudder obstacle course series has named outdoor clothing and apparel manufacturer Merrell a presenting partner of its global endurance events.