Mass Participation

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.

Double Olympic gold medallist James Cracknell has announced his latest project: The Weston-Super-Half.

To be held on Sunday 18th March 2018, the inaugural Weston-Super-Half event will see runners cross the finish line a quarter of a mile out to sea, at the end of The Grand Pier.

Samsung has announced an official partnership with Tough Mudder to deliver exclusive content and training tips across Samsung devices and at Tough Mudder’s UK events.

The partnership will kick off at the Tough Mudder Yorkshire event and run through to the end of the Tough Mudder 2018 event season.

Square Mile Sport, the owner and operator of the Bloomberg Square Mile Relay, has announced London Executive Offices (LEO), a provider of serviced office space, virtual offices and meeting rooms, as the official office partner of the Bloomberg Square Mile Relay in London, taking place on 21st September. 

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.

David Griffiths, senior associate in Miller Insurance Services LLP's London-based Sports and Entertainment team - category partner to the Participation Event of the Year Award at the BT Sport Industry Awards 2017 - discusses risks that need to be considered by the organisers of participation events...

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.com 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.

Wiggle.com has also recruited the help of current European One Mile Record holder, Steve Cram to provide his top running tips.