IMG, Sejora To Launch Tough Mudder Events Via Licensing Deal

Obstacle race series Tough Mudder has licensed its name to IMG and Seroja Partners to tackle the Asia and Middle East markets in multiyear deals, the companies announced today. IMG will launch a series of events in China, the UAE, Japan, Singapore and South Korea, while Seroja will handle Indonesia. Both groups will start races in Q4 this year, and will also be given international sponsorship sales responsibilities.

Separately, Tough Mudder announced three new corporate sponsors: Microsoft Band, Snapchat and Livestream. Microsoft Band becomes the official smartwatch and fitness tracker in the race's core markets of the U.K., U.S., Australia and Canada. It also will help develop custom workouts for Tough Mudder enthusiasts. Livestream will stream the April 16 season-opening race in L.A., and Snapchat will cover the Tahoe Tough Mudder on June 11 via its Live Stories features.