Mass Participation

Earnie & Spartan Race launch digital campaign

Spartan Race UK and sports marketing agency Earnie have continued their collaboration to launch a new digital campaign, encouraging participation in the upcoming calendar of 2018 races in the UK.

Following a review of Spartan’s position within the Obstacle Course Race (OCR) and wider mass participation market, Earnie has helped Spartan develop a campaign positioning aiming to highlight its clear status as the premium obstacle course race in the country.


Sports nutrition brand, Optimum Nutrition has teamed up with mass participation events company, Human Race, in a new partnership.

Through the partnership Optimum Nutrition, which becomes the official sports nutrition partner of Human Race, aims to communicate the benefits of protein consumption to endurance athletes for training and performance. 

As part of the deal, Optimum Nutrition will engage with over 100,000 runners, cyclists, and triathletes through the Human Race’s 30+ events to showcase how its products can help your body prepare, compete, and recover. 

Human Race appoints WePlay as digital agency

Human Race, the organisers of a range of cycling, triathlon and running events, has appointed digital marketing agency, WePlay to help drive participant registrations across its event portfolio for the next 12 months.

The collaboration commenced in September and in less than three months, Human Race is already seeing improved results with entry registrations for the Cancer Research UK London Winter Run up 50% on the 2017 event.

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.


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