LimeLight Sports acquires Virgin Sport

08 Sep 2020

By: Sport Industry Group

LimeLight Sports has acquired mass participation business Virgin Sport. 

The sports marketing group will take over the three major events which were run by Virgin Sport - the Asics London 10k, the Oxford Half Marathon, and the Hackney Half Marathon - which will now be run by LimeLight Sports Group’s owned campaign portfolio, LimeLight Sports Club. 

“Since its launch five years ago, Virgin Sport has created some fantastic events and built a passionate audience,” said Jessica Frey, CEO, Virgin Sport.

“We’re excited about the next chapter for the company and we know that the LimeLight team will grow and evolve the Virgin Sport concept, ensuring high-quality and outstanding experiences for everyone taking part.”

LimeLight Sports Club is a specialist division within LimeLight Sports Group specifically set up to create and deliver major participation campaigns and to provide a unique, high quality service for the consumers looking to get the very best value and experience from their sporting journeys. 

Craig Dews, CEO of LimeLight Sports Group commented, “Virgin Sport has brought a unique style to the participation sports sector and we are delighted to be taking over the business. We are excited by the addition of the three events to our LimeLight Sports Club and the increased opportunity, offers, information and service they bring to our consumers. With the cancellation of most participation events in 2020, this has been a hugely challenging time for everyone. However, we know that it has resulted in an even greater demand for our events and we are extremely optimistic about the future and the increased role that participation sport and its partners can play in improving both physical and mental health.”

The three events are all among the top 10 running events in the UK. The Asics London 10k takes place in July with the race route passing some of London’s most iconic landmarks. The Oxford Half Marathon is now in its 10th year and attracts 12,000 runners to run through the streets of the historic university city. The Hackney Half Marathon is the feature event of the Hackney Moves Festival which takes place in May and regularly attracts 60,000 people with 25,000 runners.