Tough Mudder continues to show its marketing appeal with Lucozade partnership


By Tony Connelly | Sports Marketing Reporter

April 17, 2017 | 3 min read

Lucozade Sport has agreed to a multimillion-pound sponsorship deal with mass participation fitness event series Tough Mudder.

The Lucozade Ribena Suntory-owned brand will become the official sports drink sponsor of Tough Mudder's UK events, advertising the partnership on 50 million of its bottles.

James Young, head of sponsorship at the drinks company said the deal made "perfect sense".

Tough Mudder

As part of the sponsorship deal Lucozade will feature Tough Mudder branding on 50 million of its bottles

"With Tough Mudder we share the ambition to get people moving more and we’re delighted to come on board,” said Young.

The deal comes at a time of growth and expansion for Tough Mudder with the company recently agreeing a media partnership with Sky Sports to show an in-depth look at some of its biggest events. This was followed-up 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.

In the US the company has broadcast deals with CBS and The CW network and has recently appointed ESPN’s TV rights division to handle the international distribution of its broadcast video rights.

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Highlighting the popularity of its events Will Dean, founder and chief executive of Tough Mudder, claimed that twice as many people in the UK now take part in its events compared to the number of people who run marathons.

“It’s a brand which people have a very strong tribal affinity for," said Dean. "People define themselves as being a Tough Mudder in a way that I don’t think many other brands do.”


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