HomeNewsFinance & MoneyMass ParticipationGermany

Infront continues fitness drive with Megamarsch acquisition

The Infront agency has acquired Megamarsch, a Germany-based company that specialises in the organisation of extreme hiking challenges.

Megamarsch was founded in 2016 and currently offers 14 unique events in its core German market. Its hikes, which are organised around cities and attractive regions, span 50/100km and must be completed within 12/24 hours.

The acquisition marks Infront’s latest investment in the personal and corporate fitness sector. Earlier this year, Infront acquired Threshold Sports, a UK-based organiser of sports challenge events, while other recent acquisitions include BARMER Women’s Run, XLETIX Challenge and Muddy Angels.

Hans-Peter Zurbruegg, Infront vice-president of personal and corporate fitness, said: “Infront is the sole global sports marketing group that has a strategic focus on the active lifestyle and personal and corporate fitness sector. Megamarsch, with its established format in Germany, complements perfectly our active lifestyle event portfolio.

“We see massive potential across Europe and beyond and are looking forward to accelerating Megamarsch’s growth via our extensive networks, lengthy expertise and specialised resources.”

Megamarsch is based in Mönchengladbach and was founded by Marco Kamischke and Frederick Hüpkes. Its first event took place in Cologne in 2016.

Most recent

Formula One is likely to implement virtual advertising more widely in its global broadcast feed following its sponsorship and data rights partnership with ISG. But the sport needs to be careful not to fall foul of broadcast regulations concerning product placement. Ben Cronin reports

German football has earned praise for its blend of ideological purity and commercial nous, but calls to reform restrictions on private ownership and investment are growing. With the Bundesliga’s media rights coming to market, Callum McCarthy explores how the league’s commercial performance over the next 18 months could shape its long-term future.

Paul Rabil, who, with his brother Mike, started up the Premier Lacrosse League in the US, talks to Bob Williams about how they plan to make a success of the new league and about the challenges of setting up a new sports league from scratch.

After suffering early growing pains, the Big3 basketball league appears to have found its feet ahead of its third season this summer. Bob WIlliams reports.