Tough Mudder in the market for presenting sponsor as BrewDog deal tied up
By Florence Lloyd-Hughes
Tough Mudder, the organiser of extreme obstacle course races, is searching for a new presenting sponsor for its events in the UK and Germany.
The series has been without a presenting sponsor since its global presenting-deal with Merrell, the US footwear company, expired last year.
Merrell remains Tough Mudder’s global footwear sponsor.
Matt Riches, Tough Mudder’s commercial director for Europe, Middle East and Africa, told Sportcal that the series is offering the presenting role “market to market” for the first time.
He explained: “The presenting sponsor opportunity hasn’t been available for a while but now we can bring it in market by market with new formats and events.
“We’re looking to find a deal that would be right for us and right for that partner. Our values and ethos have to match. We are more than just a live event now, so we offer a great platform for brands to market themselves.”
Riches was speaking to Sportcal as Tough Mudder today unveiled a new sponsorship agreement with BrewDog, the UK-based brewery and bar chain.
BrewDog has signed up to become the official beer partner of Tough Mudder events in the UK this year.
The deal comprises sponsorship of the Tough Mudder full and half events, as well as the new urban 5K series.
BrewDog’s flagship IPA will be available to Tough Mudder participants from this weekend’s Stratford 5K onwards.
Tough Mudder racers will also have access to exclusive discounts across BrewDog’s bars.
BrewDog joins Tough Mudder UK’s portfolio of sponsors which includes Lucozade Sport, the energy drinks brand, and Samsung, the Korean electronics giant.
When pressed on the appropriateness of a beer brand sponsoring a fitness event, Riches insisted that Tough Mudder is a “lifestyle brand” that isn’t solely focused on fitness.
He said: “As well as being a fitness event, Tough Mudder is also an experience. We are a lifestyle brand so the opportunity to celebrate and enjoy with a beer in hand is great. It’s much more about an event experience with friends. If you want to have a drink, then that’s fine.”
This year, Tough Mudder will once again produce original content for Sky Sports as part of its tie-up with the UK pay-TV giant.
Riches also hinted that there could be live coverage of Tough Mudder events on digital media platforms in the future, saying: “Mass participation events aren’t sports broadcasting in a traditional sense but, that being said, from a live perspective we already stream on our own channels. We are looking to do more in that space.”