Obstacle race and endurance brands Spartan Race and Tough Mudder have signed partnerships with The PHA Group and Threepipe agencies, respectively.
The PHA Group will manage Spartan Race’s UK PR brief for its 2019 UK events, including the Spartan UK Stadion race, which takes place at Twickenham Stadium on 23rd November.
The PHA Group will be tasked with raising awareness and driving sign-ups for the event, which Spartan claims is the first obstacle course event of its kind to be held inside a major sports venue.
Spartan Race was founded by adventure racer Joe De Sena in 2008 and its events now attract more than one million racers every year.
Meanwhile, Threepipe has been named as Tough Mudder’s media agency following a competitive tender process. Threepipe will be tasked with elevating brand awareness and driving ticket sales for its UK and German events.
The agency will create and execute an integrated media strategy across key performance and brand channels, including social, search and display media.
Tough Mudder has also partnered with LateRooms.com to deliver the ‘Ultimate Dirty Weekend’, which will feature a pop-up luxury hotel near one of its obstacle courses at Cheshire’s Cholmondeley Castle.
The campaign is designed to attract a broader mix of people involved with the shorter-form Tough Mudder 5K events. The campaign will be promoted through the #ItsNeverTooLateToGetMuddy hashtag on social media.