Mass Participation

Audible partners with London Marathon

Audible has been announced as an official partner of the Virgin Money London Marathon as part of a three-year agreement.

The sponsorship will begin to coincide with the announcement of the ballot results for the 2018 race and marks the start of a promotional campaign to drive participants to a dedicated landing page on the Audible website to download marathon content.

Audible will promote a trial of their extensive catalogue within the running community through a variety of experiential and content-led campaigns across the next seven months in the lead up to race day.

Superhero Tri launches second annual event

The Superhero Tri - a sports series dedicated to the UK’s 12.9 million people with disabilities and long-term injuries - has launched its second annual event, npower Winter Wonderwheels, taking place in December.

Following its debut event in August, where more than 20 celebrity team captains took part, celebrities are again inviting people from across the nation to enter a competition to win a place on their team.

Lucozade Sport Launches FitWater

Lucozade Sport has entered the water market for the first time, launching its latest sports product, FitWater, at a launch event hosted by brand ambassadors Anthony Joshua and Australian fitness influencer Emily Skye. 

The launch of FitWater follows the 2016 launch of the brand’s Made to Move campaign that aims to get one million people moving more by 2020.

FitWater is purified spring water charged with electrolytes - including; magnesium, calcium, sodium and chloride with zero sugars - designed to replace what is lost when we sweat through exercise.

This Girl Can goes international

Sport England is taking the award-winning This Girl Can campaign internationally, after agreeing a new partnership with health promotion foundation, VicHealth, to promote getting active among women of all shapes and sizes and all levels of ability in Australia.

The initial three-year partnership will see VicHealth adopt This Girl Can’s formula of showing real women and girls playing sport and getting active, to help others in the state manage the fear of judgement that holds many back.


Mongoose, the integrated sports & entertainment marketing agency, has added Spartan Race to its client portfolio.

Mongoose will be the UK PR agency to Spartan Race and will support the rest of the race season with a number of key activations and press office activity.

Founded in 2010, Spartan Race has grown to more than one million racers participating in Spartan Races in over 25 countries.


Sport and entertainment agency Synergy is offering three governing bodies the chance to receive £25,000 worth of creative time to promote the women’s game.

Synergy stated it "wants equal opportunities for women and girls in sport and one way of doing this is through raising visibility and engagement". To help do this, Synergy has vowed to devote resources to showcasing women’s sport across brands and governing bodies throughout the year.

They’re offering three governing bodies the chance to win the prize - £25,000 of creative time with Synergy’s team in London.


Subscribe to RSS - Mass Participation