James Robinson has been named Managing Director of LimeLight Sports Club, a new entity set up by sport marketing agency LimeLight Sports after it acquired Virgin Sport’s mass participation events.
The group has taken over the three major events which were run by Virgin Sport, the Asics London 10k, the Oxford Half Marathon, and the Hackney Half Marathon.
“I am honoured and privileged to announce that I have been asked to lead this new business division as the MD,” said Robinson.
“I'm looking forward to working with the LimeLight Sports Club team and the LimeLight Sports Agency to make the LimeLight Sports Club Originals the best campaigns they can be for our participants, stakeholders, partners and staff.”
Robinson, the former CCO, LimeLight Sports, will lead the new offering which will add the former Virgin Sport events, including the Hackney Moves festival, to a wider portfolio of mass participation events across running, cycling and multi-event disciplines.
They will join the Etape Caledonia closed-road bike race, the Blenheim Palace Triathlon, and the London Triathlon, which LimeLight Sports acquired the license of from IMG in 2018. Robinson previously oversaw these events as Global Head, Mass Participation Sports at IMG - a role he left in 2015. The portfolio also includes the London Duathlon.
All of the races will now sit under the LimeLight Sports Club Originals family of mass participation experience events.