Mass Participation
LimeLight enters administration after sale of mass participation unit
UK sports marketing group LimeLight Sports Ltd has entered into administration after more than 30 years of trading
MSM moves into wellness sector with Spartan Race
The MSM agency has agreed a deal with Spartan Race to seek out sponsors for the obstacle race and endurance brand.
Spartan Race encompasses a family of brands, including Tough Mudder
Ironman CEO Messick to step down
Andrew Messick has announced that he will be retiring as president and chief executive of the Ironman Group after 12 years leading the mass-participation events operator
New York-Jones Beach added to Ironman 70.3 series
Global mass participation event series Ironman Group has announced that Jones Beach State Park in Long Island, New York, is scheduled to make its debut in the Ironman 70.3 series on September 23.
Infront rebrands mass participation business, unveils personnel restructure
The Infront agency has announced a restructure of its mass participation sports business, with the unit to now be known as ‘Active Lifestyle’ instead of ‘Personal and Corporate Fitness’.
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AJ Bell adds Great Run Series to sponsorship portfolio
UK investment platform AJ Bell has been unveiled as the title sponsor of the Great Run Series as part of a five-year deal with the Great Run Company
Infront takes control of Hyrox
The Infront agency has built on an initial investment in Hyrox, the World Series of Fitness Racing, by securing majority ownership of the mass participation and professional race company
Stepathlon attracts investment from Gallop, Gleasure, Croker and Dolan
Stepathlon, the community-based fitness platform, has attracted investment from industry luminaries including Australian sports administrator David Gallop, DAZN’s John Gleasure, Perform Group co-founder A…
Ironman Group announces wide-ranging sponsorship deal with VinFast
Ironman Group has announced a wide-ranging sponsorship deal with Vietnamese automotive company VinFast
World Masters Games postponed again due to Covid-19
The 2021 World Masters Games have been postponed for the second time due to Covid-19.
The multi-sport event was originally intended to be held in the Japanese region of Kansai last May
Ironman 70.3 announces India return
The Ironman 70.3 series is to return to India for the first time since the beginning of the Covid-19 pandemic.
The half-distance triathlon series – which sees participants undertake a 1.2-mile (1.9
Ironman Group expands Roka sponsorship
Ironman Group has extended and expanded its sponsorship contract with multisport performance brand Roka
Lidl extends backing of Tough Mudder
Supermarket chain Lidl has renewed its sponsorship deal with active lifestyle brand Tough Mudder
Ironman Groups signs Wahoo in first sponsorship covering all its events
Mass participation sports operator Ironman Group has signed fitness technology company Wahoo as a sponsor
UCI unveils hosts for inaugural Gravel World Series
The International Cycling Union (UCI) has unveiled the destinations for the inaugural Gravel World Series as it looks to replicate the success of its mass participation Gran Fondo World Series on unsealed…
UTMB World Series unveils three-year Dacia sponsorship
Global trail running circuit the UTMB World Series has announced a three-year sponsorship agreement with Romanian car manufacturer Dacia ahead of the inaugural UTMB World Series season
Races in Spain, Sweden and Australia added to UTMB World Series calendar
Global trail running circuit the UTMB World Series has added three new races in Spain, Sweden and Australia to its 2022 calendar, meaning it will now hold 25 events across 16 countries this year
Petschnig among three senior Ironman executives promoted
Global mass participation event series Ironman has promoted Stefan Petschnig to chief business development officer, while Matt Wikstrom and Thomas Veje Olsen have been named chief partnerships officer…