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Partners sign on as Tough Mudder embraces new markets

Active lifestyle company Tough Mudder has teamed up with the IMG agency and market entry specialist Seroja Partners to expand the mass participation obstacle course series into Asia and the Middle East.

Tough Mudder’s partnership with IMG will see events organised in China, the United Arab Emirates, Japan, Singapore and South Korea, while Seroja Partners will organise events in Indonesia. Both IMG and Seroja Partners have signed multi-year partnerships and will seek to add to Tough Mudder’s portfolio of sponsors over the course of their respective agreements.

IMG-organised events in China and the UAE are scheduled to take place later this year, while Japan, Singapore and South Korea will play host in 2017.

“IMG’s global reach and expertise in mass participation and experience hosting leading events in Asia and the Middle East will extend the Tough Mudder challenge to an entirely new audience,” Sam Zussman, global head of events at IMG, said.

The first Indonesian Tough Mudder event will take place in Bali later this year on the weekend of October 1-2. “Tough Mudder is entering the Southeast Asian market at an opportune time as there is a strong demand for this type of event but limited options are available,” Ridzki Syahputera, a partner at Seroja, said. “We are truly excited to expand the Tough Mudder franchise in one of the most dynamic parts of the world.”

Will Dean, founder and chief executive of Tough Mudder, added: “Our events have already united millions around the world seeking a more engaging form of active entertainment, and our new partners’ expertise in delivering world-class events will ensure participants around the globe receive the same unparalleled experience that has made Tough Mudder the must-do event for runners, outdoor enthusiasts, and weekend warriors alike.”

Tough Mudder has also confirmed partnerships with technology company Microsoft, social media platform Snapchat and video-streaming website Livestream. The agreement with Microsoft names the company’s Microsoft Band product the official smartwatch and fitness tracker of Tough Mudder for the 2016 season in the US, Canada, UK and Australia.

Tough Mudder continues to grow in popularity. More than 5,000 people attended the first licensed event in Mexico last month, while Ireland will host its first licensed event from July 9-10 this year. In total, more than 120 events will be held across nine countries in 2016.

Meanwhile, Tough Mudder has confirmed that it will be adding a further 16 Tough Mudder Half events across three countries during the second half of the 2016 season. The five-mile events were launched last November and have since attracted tens of thousands of participants.