ASO acquires stake in mass participation MTB event Titan Desert
ASO, the organiser and owner of a wide range of cycling and athletics events led by the flagship Tour de France, is reported to have acquired a 50-per-cent stake in Titan Desert, the endurance mountain biking race which has taken place annually in the Moroccan desert since 2006, with the aim of replicating the model in other countries.
ASO is said to have paid an initial €500,000 ($588,696) to Spanish organiser RMP-MKTG, majority owned by Dentsu, the Japanese advertising giant, for the stake in the mass participation event, which it hopes to expand into a global series of events, the Titan World Series.
Yann Le Moenner, chief executive of ASO, said: “RPM-MKTG has been one of ASO’s most loyal partners for many years, and this agreement marks a new stage in our collaboration and the beginning of a great adventure.”
Juan Porcar, managing director of RPM-MKTG, said: “The Titan Desert by Garmin is much more than a competition, it is a great adventure in mountain biking. In its 12 years of existence, 4,000 cycling enthusiasts have had an experience they will never forget. The collaboration between ASO and RPM will allow the event to advance in terms of international development, both in media and participation.”
The move represents ASO’s latest move into the mass participation market after its acquisition a year ago of Human Race, the UK-based event organiser best known for a range of triathlons at locations including Windsor Castle and the Olympic rowing lake at Eton Dorney.