Lucozade Sport and Tough Mudder UK have announced a multi-year partnership naming Lucozade Sport the official sports drink sponsor for UK events for the 2017/18 Tough Mudder event seasons.
The new deal will see Lucozade Sport provide on-course and finish-line hydration stations Tough Mudder participants. The partnership follows Lucozade Sport’s launch of its Made to Move campaign - shortlisted at this year’s BT Sport Industry Awards for Campaign of the Year in association with Smart Group - which aims to get one million people moving more by 2020.
Beginning this event season Lucozade Sport will launch an official ‘Tough Mudder Running Guide’ to help people prepare for their Tough Mudder event and will also promote ‘Workout Wednesday’ - a series of weekly workout videos on Facebook and Instagram.
As a partner of the 11 Tough Mudder UK event weekends in 2017, which includes Tough Mudder Half, Tough Mudder Full and the first Europe’s Toughest Mudder, Lucozade Sport will co-brand the Tough Mudder obstacle, Everest 2.0, a quarter pipe that sits at over 15 feet tall.
James Young, head of partnerships for Lucozade Sport, said: “As obstacle course and endurance events become more popular than ever, our partnership with the biggest brand out there makes perfect sense. With Tough Mudder we share the ambition to get people moving more and we’re delighted to come on board as the official sports drink of the UK event series. We’ll be rolling out a range of suitably Tough ‘Mudderesque’ activities to get people across the UK moving more.”
Donna Goldsmith, Tough Mudder, SVP of partnership marketing, international event licensing, corporate sales and merchandising, added: “Tough Mudder is thrilled to welcome Lucozade Sport to our family of sponsors in 2017 to enhance the on-site experience for hundreds of thousands of UK participants. We look forward to providing a new training guide and unique Workout Wednesday content from Lucozade to encourage our community to lead active lives.”