Tough Mudder flexes its commercial bicep by inking a sponsorship deal with Snickers
Posted on Feb 19, 2019 by Brad McCabe

Tough Mudder has picked up some nuts for the 2019 event season, as the veteran chocolate bar Snickers becomes the latest brand to join its diverse partnership portfolio.

Key sponsors already on Tough Mudder’s roster include Brew DogLucozade Sport, Toyo Tires and Soap & Glory.

As the official protein bar partner of the 2019 games, each participant will be met with a rewarding Snickers 'More Protein' bar as they cross over the finish line. It will also sponsor ‘The Block Ness Monster Obstacle’.

Inking this sponsorship deal with Snickers illustrates its bid to attract more commercial partners to increase the income from each event. Founded in 2010, Tough Mudder has come a long way to turn what was initially an obstacle course event series into a global lifestyle, events and media company.

Alongside its season of muddy endurance events, it now also has an arm that provides health enthusiasts with fitness, nutrition and wellness content delivered daily across social and digital platforms.

Last year saw Tough Mudder embark on a broad content partnership with Unilad; a strategic move to ensure the sporting brand engaged it audience all year-round.

Alongside growing its digital presence, Tough Mudder endeavoured to mobilise its sports fanbase in the traditional broadcast space to plug the audience gaps.

Tough Mudder broadcast, OTT and live stream programming can be seen worldwide through partnerships with CBS Sports, Facebook, Sky Sports, The CW Network and ESPN Media Distribution.

Article by Imogen Watson as posted on The Drum

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