Mass Participation

Bridgestone: Conquering 60

Olympic decathlon champion Daley Thompson celebrated turning 60 this year by inviting 60 fellow sexeganarians (and some!) from around the country to join him in climbing one of the UK’s highest peaks - Snowdon.

The concept was created and delivered by agency Wearefearless, as part of Worldwide Olympic Partner Bridgestone’s Chase Your Dream, No Matter What campaign, which seeks to inspire everyday battlers to share their dream and chase it, no matter what. 

Football’s top clubs to feature in new esports league

Japanese mobile gaming company Akatsuki has revealed plans for the launch of a new professional esports league aimed at traditional pro sports teams.

Participants in the inaugural season of the League of Professional Esports (LPE) are set to include FC Barcelona, Ajax, Galatasary, Santos FC and Real Sociedad, who will compete for a prize pot of $500,000.

Details of the league structure and formats have yet to be published, with organisers promising annual cups and tournaments in “multiple titles.”

Red Bull backs Million Mile Commute

This July commuters will be encouraged to avoid the tube, trains and busses in a bid to commute a collective one million miles in just one month, with the return of Red Bull’s Million Mile Commute campaign.

As part of the initiative, cyclists and runners are urged to collectively rack up a million miles this summer on digital platform Strava, shortlisted for Digital Community of the Year at the BT Sport Industry Awards 2018, with miles also entitling commuters to a variety of rewards.

Bloomberg Square Mile Relay expands to Paris

The Bloomberg Square Mile Relay has revealed a further stage in its global expansion with the addition of France's capital to the annual series.

A first Paris edition of the Bloomberg Square Mile Relay will take place on Wednesday, 19th September, organiser Square Mile Sport has announced in collaboration with Bloomberg.

Paris becomes the 11th city worldwide - and the second in Europe - to take part in the worldwide corporate race series, which attracted more than 7,700 runners in 2017.

parkrun UK encourage people to keep active

parkrun UK and the Royal College of General Practitioners are launching an initiative which could see patients being ‘prescribed’ outdoor physical activity rather than medication.

The initiative aims to improve the health and wellbeing of health care staff, patients and carers, reducing the need for lifelong medication. In 2017, the 1.11 billion prescriptions dispensed in communities across the UK cost £9.17bn.

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.


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