Tough Mudder tasks Sportsfreude with managing German sponsorship portfolio
Tough Mudder, the organiser of extreme obstacle course races, has appointed Sportsfreude, a German sports marketing agency, to manage the sponsorship of its events in the country.
Sportsfreude has been working with Tough Mudder since the beginning of this month and will be responsible for exclusively marketing the company in Germany.
David Gordon, senior marketing manager at Tough Mudder International, said: "We are delighted that we are now in the know with SPORTSFREUDE a specialist at our side, whose core competence with regard to the marketing of broad sport events will help to establish our market leadership in Germany and sustainably expand the sponsoring portfolio of Tough Mudder.”
Tough Mudder has been staging events in Germany since 2013, and next year the company will hold races in five locations across the country.
Earlier this month, Tough Mudder signed up Samsung, the Korean electronics giant, as a sponsor of its UK events for the next two years.
The tie-up includes exclusive content and training programmes on Samsung devices, as well as on-site activations and experiences at Tough Mudder’s UK events.
Samsung has joined a growing portfolio of sponsors, which includes Lucozade Sport, the UK-based sports drink brand, Vega, the official protein shake of events in USA, For Goodness Shakes, which has been named in the same category of sponsorship for events in UK, and Fisherman’s Friend, the mint sweet brand, which is the official lozenge partner of events in Canada.
Merrell, the USA-based outdoor shoe brand, has been a presenting global sponsor of Tough Mudder since 2015.
The 2017 World’s Toughest Mudder race takes place in Las Vegas, USA on 11 and 12 November.