Tough Mudder Inc., the leading sports, active lifestyle and media brand, has today announced that BrewDog will be the official finisher drink partner for the 2019 Tough Mudder UK event season. The partnership will reward Tough Mudder Classic, 5K & 5K Urban participants who cross the finish line with a cold Punk IPA, rewarding hundreds of thousands of Tough Mudder runners across the UK. BrewDog’s Punk IPA will be available from the first Tough Mudder 5K Urban event of 2019, taking place at Finsbury Park on the 12th & 13th April and throughout the season. This will be the 3rd year that BrewDog has activated with Tough Mudder, expanding on their previous partnership year on year.
“It’s fantastic to be working with BrewDog to deliver a cold, fresh Punk IPA to every Tough Mudder finisher this year’, said Mark Read, Commercial Director for Europe. “As two original challenger brands, we are excited to be collaborating to deliver a truly unique partnership offering. We are delighted to continue our longstanding partnership and to further enhance the BrewDog brand within the Tough Mudder tribe.”
James Watt, Co-Founder at BrewDog commented: “Expanding on our partnership with Tough Mudder is a no-brainer – since we started offering BrewDog beer at their events in 2017 we’ve been inundated with requests for us to become the official finisher drink. Participants know how important it is to celebrate an achievement like finishing a Tough Mudder event with a cold, fresh craft beer, and what better beer than Punk IPA?”
As well as handing out Punk IPA to finishers, BrewDog will be capturing participants for their official finish line photo as the official finisher photo activation. The partnership further demonstrates the continued pulling power of Tough Mudder, which counts Snickers, Lucozade Sport and Toyo Tires as just some of its key sponsors.
The deal comes as Tough Mudder, the leading active lifestyle brand and endurance events company, continues to diversify event offerings, content, and its partnership portfolio in the UK. This includes the recent arrival of Tough Mudder 5K to the weekend events across the UK, complementing the upgraded Tough Mudder 5K Urban.
The Urban 5K series enters its second year with the first of the city-based events taking place in Finsbury Park, London on both Friday night 12th and Saturday 13th April. On Friday, the Tough Mudder Up Late event is expected to draw in after-work crowds and create a buzzing atmosphere. All 2019 events will feature street food, a bar, live DJs and more, all to add to the perfect after-run celebration that now starts with a cold Punk IPA.
To purchase tickets to the Tough Mudder 5K or for more information on the Tough Mudder-BrewDog partnership, visit http://www.toughmudder.co.uk/.
