Obstacle course series Tough Mudder and Spartan have agreed sponsorship deals with sports beverage company Kill Cliff and health club chain 24 Hour Fitness, respectively.
Tough Mudder’s partnership with Kill Cliff will cover the 2018 and 2019 US event seasons.
The company will serve as the series’ official sports drink brand, and as a presenting sponsor of Tough Mudder X, a one-mile race with 10 obstacles and 10 workout zones that incorporates multiple disciplines.
Kill Cliff will provide its Endure sports drinks on the course during all Tough Mudder events, with drinks to be supplied at the finish line of each race. Kill Cliff will also leverage its relationship with US gyms to further the Tough Mudder brand through its product offerings.
The partnership will begin with this weekend’s World’s Toughest Mudder at Lake Las Vegas event. Kill Cliff will be the official sponsor of ‘The Cliff’, one of the event’s most infamous obstacles.
Meanwhile, Spartan has signed a multi-year deal with 24 Hour Fitness that names the chain as an official sponsor and training gym for 26 US-based events.
24 Hour Fitness members will be offered Spartan’s SGX training programme as part of the agreement. The company will also provide certification to fitness professionals at more than 420 of its clubs across the country.
24 Hour Fitness will be granted an on-site interactive presence at select events, while training options will be offered through 24Go, the company’s digital fitness experience, and through the 24Life magazine. 24 Hour Fitness coaches will also be on hand at the start line during Spartan events.