Mass Participation

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.


The Royal Parks Foundation Half Marathon has announced Royal Bank of Canada (RBC) as the presenting partner for this year’s race on Sunday, 8th October.

The new partnership, developed with agency Limelight Sports, means the race will now be called “The Royal Parks Foundation Half Marathon presented by Royal Bank of Canada.”

RBC joins Jarlsberg and Heart Radio, who have already been announced as joining the roster of sponsors for the 10th year of the race.

WIGGLE & STRAVA SET TO INCENTIVISE RUNNERS has partnered with Strava, the social network for athletes, to get runners of all levels to run their best mile in June.

As part of the collaboration there are over 100 pairs of running shoes, provided by Wiggle, up for grabs. Any runner who uploads a run at least one mile in distance and tags #MyMile in their activity title on Strava has the chance to win running shoes from Wiggle for themselves and up to ten of their Strava followers. has also recruited the help of current European One Mile Record holder, Steve Cram to provide his top running tips. 


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