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Marketing and Sponsorship

Tough Mudder, Lucozade Agree To Multimillion-Pound Deal

Tough Mudder signed a multi-million-pound sponsorship deal with beverage company Lucozade, according to Callum Jones of the LONDON TIMES. Lucozade will become the official sports drink sponsor of its U.K. events, "which will be advertised on 50 million of its bottles." Lucozade, which is owned by Japanese drinks company Suntory, said that the deal made "perfect sense." Lucozade Head of Partnerships James Young said, "With Tough Mudder we share the ambition to get people moving more and we're delighted to come on board." Tough Mudder, which is on track to deliver $100M in revenue this year, signed TV deals in the U.S. with CBS and The CW network (LONDON TIMES, 4/17). THE DRUM's Tony Connelly reported the deal comes "at a time of growth and expansion for Tough Mudder," with the company recently agreeing to a media partnership with Sky Sports to show an "in-depth look at some of its biggest events." This was followed with an announcement that an "all-star team of British Olympians" will compete in its global events for a new documentary series to be aired on Sky (THE DRUM, 4/17).

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