Infront buys obstacle course event organiser XLETIX
Infront, the international sports marketing agency, has made a new acquisition in the mass participation events sector by concluding a deal to buy XLETIX, the organiser of obstacle course races in Europe.
Under the agreement announced today, Infront is taking ownership of the XLETIX Challenge and women-only Muddy Angel Run events.
Jannis Bandorski and Matthias Ernst, the founders and managing directors of XLETIX, will remain in their roles as the organisation's team is subsumed into Infront.
XLETIX attracted more than 120,000 participants for its obstacle and themed running events in Europe last year, a figure that is expected to rise to nearly 200,000 in 2018.
The XLETIX Challenge is the leading obstacle course event series in the German-speaking market, with seven event weekends this year that will each involve up to 15,000 participants.
Meanwhile, the Muddy Angel Run calendar for 2018 comprises 20 event weekends in Germany, Austria, Switzerland, France, Belgium and the Netherlands.
Infront, which is itself owned by China's Wanda Group, plans to use its experience in the personal and corporate fitness area to contribute to the continued growth of the two series, taking them to more locations and markets, and attracting new sponsors.
XLETIX is offering on-event activation opportunities, advanced digital branding and performance marketing strategies, with sponsor products promoted to fans before the event on social media and digital channels, and the products can be tested or bought during and after the competition.
Infront assets already include the B2Run corporate running series, which it acquired at the end of 2013, and has expanded from a Germany-based concept with 100,000 participants to one that now has more than 230,000 runners across nine countries.
Hans-Peter Zurbruegg, Infront vice-president of personal and corporate fitness, said: “We recognised that XLETIX Challenge and Muddy Angel Run had experienced quick growth in an area of the market that is becoming more and more popular for both fitness enthusiasts and casual participants.
“Infront has a history of elevating events such as this one in both driving revenue but, more importantly, delivering a hugely satisfying experience for those taking part.”Sportcal