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Tough Mudder and BrewDog partner for sponsorship and benefits scheme


By John McCarthy, Opinion Editor

March 20, 2018 | 4 min read

Event and lifestyle brand Tough Mudder has joined its ‘tribes’ with BrewDog to service a sizeable cross-section of Mudders who are into their IPA.

Tough Mudder and BrewDog

Tough Mudder and BrewDog partner

Scottish craft beer firm BrewDog has signed on as the official beer partner of Tough Mudder. This will see the beer brand benefit from touching down with participants and spectators across the brand’s suite of events that now also includes a new urban Tough Mudder 5K series.

Hundreds of thousands of participants will be awarded a cold craft beer for finishing the trials, starting at the inaugural Tough Mudder 5K event taking place this weekend in Stratford, East London, on 23 and 24 March.

Those who finish the Tough Mudder challenge will also be rewarded a headband that can get them perks at BrewDog venues. Members of the Equity Punks scheme will also receive tough Mudder discounts.

Matt Riches, commercial director EMEA of Tough Mudder, added: “We are thrilled to be embarking on a partnership with BrewDog.

“As two original, challenger brands, this relationship presents us with a host of exciting opportunities. 2018 is set to be another groundbreaking year in the world of Tough Mudder and we are confident that our expanding offering makes us a unique partner proposition to exciting companies like BrewDog who want to collaborate to reach new audiences and grow. We are delighted to welcome them to the Tough Mudder tribe”.

Riches told The Drum that the brand is looking for like-minded partners "who are keen to collaborate, create and grow with us". It is on the hunt for a partner who isn't afraid to "challenge some of the more traditional elements of 'sponsorship' and want to work with us in new and different ways".

He said the brand brings people together with a "sense of teamwork and camaraderie". These partnerships he said "add value" to the Tough Mudder tribe.

The brand is still on the hunt for a UK Presenting Partner. On this he said: "We've spent a bit of time working out just what the opportunity is and we're now actively working towards it. As we've evolved into a lifestyle brand and have extended our event formats and media offering this is a natural step for us."

Sarah Warman, global head of marketing, said: “We are super excited to join as the Official Beer Partner for Tough Mudder UK. This partnership comes naturally to both BrewDog and Tough Mudder, as we look to reward massively passionate beer fans with awesome experiences. We are thrilled to join the Mudder Tribe, and cannot wait to welcome them into the amazing world of craft beer.”

James Watt, co-founder of Brewdog, said: "We are excited to join as the Official Beer Partner for Tough Mudder UK. The partnership is a natural fit for BrewDog as we share a belief in achieving greatness through hard work, determination and dogged, uncompromising persistence.

"No one deserves a cold Punk IPA more than Mudders, who have challenged themselves both physically and mentally to take on the course."

Tough Mudder was founded in 2010 and since has grown into a global media and events company boasting key sponsors like Lucozade Sport, Merrell and Samsung. The brand claims to provide content for “more than 7.6 million engaged online brand enthusiasts with fitness, nutrition and wellness content”.

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