Mass Participation

Marvel backs Superhero Series

Marvel has been unveiled as the headline sponsor of the Superhero Tri, which forms part of the Superhero Series, a mass-participation sports series for people with disabilities.

This year’s edition of the family-friendly event will be held on 17th August at Dorney Lake, the rowing and canoe sprint venue during the London 2012 Olympic and Paralympic Games. Participants will be able to compete in a solo or team challenge.

We All Run United - ASICS London 10K

ASICS have released a video which explores the real life stories of why people run. From battling depression, PTSD and running to survive, to beating a PB or just meeting new people – the reasons why people run all differ – but the one constant is the positive change it brings to their lives. 

The video has been released ahead of the ASICS London 10K and tells the stories of 17 runners and their personal reasons for running, highlighting the differences we all have as runners but also the unifying impact of running.

New business wins for PHA and Threepipe

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.

Infront acquires Threshold Sports

Swiss-based global sports marketing agency Infront has announced its acquisition of UK sports event agency Threshold Sports.

The mass participation specialist is best known for properties including the Deloitte Ride Across Britain - a 980-mile route taking cyclists from Land’s End to John O’Groats, which this year celebrates its 10-year anniversary.

Threshold's portfolio also features the Dulux London Revolution sportive and the Threhsold Trail Series, which comprises the Dixons Carphone Race to the Stones, HEINEKEN Race to the Tower and Race to the King.

London Landmarks adds Caffè Nero

The London Landmarks Half Marathon (LLHM) has confirmed its official partners for the 2019 edition of the event on Sunday 24th March.

The central London closed-roads race is returning for a second year following last year’s inaugural edition, which has been shortlisted for the Active Award at the BT Sport Industry Awards 2019.

New partners for 2019 include Caffè Nero, the Official Coffee Partner, and London Hospitality Services, the Official Hospitality Partner, whose involvement will include sourcing accommodation and benefits for the runners close to the start line.

Spartan launches new Twickenham race

Global endurance race brand Spartan has launched a new obstacle course event to take place at Twickenham Stadium.

The first UK Stadion Race will be held on Saturday, 23rd November – the first event of its kind to be run in a major UK sports venue.

Spartan claims the 5km race, which is expected to attract 8,000 competitors, represents “the biggest new sporting event to come to London in recent years.”

Chris Evans launches RunFestRun

Virgin Radio DJ Chris Evans have confirmed the launch of RunFestRun, a new running and music festival set to take place from 31st May until 2nd June.

The Virgin Radio-endorsed event, billed as ‘Britain’s biggest running party,’ follows on from the success of CarFest, which has expanded since its introduction in 2012.

The grounds of Wiltshire’s Georgian Bowood House and Gardens, home to Marquis and Marchioness of Lansdowne, will play host to the three-day running-inspired festival.

The Big Interview: Joe de Sena

Founded in 2010, Spartan has since grown its reach to 42 countries, welcoming in excess of 1.1m participants each year to be among the world leaders in obstacle course racing (OCR).

Sport Industry Group caught up with Founder and CEO of Spartan, Joe de Sena, himself an endurance fanatic, to discuss what Spartan offers brands as a sponsor proposition, competition within a crowded marketplace and his continued quest to see OCR appear on the Olympic stage.


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