Why Tough Mudder Turned to Impression Sports for New Sponsorship Opportunities

Fitness buffs will instantly recognize the name of the Tough Mudder series of obstacle course-style events. Since 2010, over three million people have participated in one of the company’s events all over the globe.

Now, for the first time in four years, Tough Mudder is searching for a new presenting sponsor and takers for a number of other sponsorship packages with the brand.

Joining the project to sell these packages is Impression Sports and Entertainment. Impression works out of Denver, providing clients like the University of Southern California, the San Antonio Spurs, Auburn University, USA Swimming and ESPN Events with sponsorship sales representation, sponsorship consulting and venue naming rights services. With that portfolio of clients, Impression shows that it is up to the challenge of helping Tough Mudder expand its portfolio.

READ MORE: How Corporate Partnerships Are Evolving and How You Can Prepare

“Tough Mudder is a world-class brand that continues to set the standard within the highly attractive active-lifestyle sector. Through its national footprint, passionate following and exceptional content, Tough Mudder is a fully integrated brand platform that intimately connects with its audience 365 days per year,” said Chris Foy, Impression Sports and Entertainment’s president. “We’ll be targeting partners that recognize the massive potential of being part of Mudder Nation.”

Some organizations, in the same vein as Tough Mudder, typically chose to handle their sponsorship sales through in-house talent. However, Rich Abend, vice president of global partnerships at the brand, explains why bringing in Impression just made more sense.

“We have so much inventory to sell and market that we thought it made more sense to have an agency as part of our roster. I believe it’s a good balance to the team we have here and what we’re up against. Additionally, I’d say for the first time ever, in 2019, we’re really going big in terms of sales on two properties that are new in being able to package and sell at a high level.”

Those two properties are World’s Toughest Mudder and Tough Mudder X, two of the brand’s most elite-level competitive events. Along with growing their other events, Abend and the brand hope to see these competitions grow in national recognition over the next several years through media assets and new branding opportunities.

SEE MORE: The Evolving Role of Sponsorship and How Properties Are Acting

Specifically, Tough Mudder is banking on Impression landing more non-endemic clients to sponsor its events. This includes brands from industries such as healthcare, insurance, retail, hotel/hospitality, restaurants, automobiles, and others that make more sense for the company’s typical customer, who has an average age of 31. Also, look for future sponsorships from tech companies who produce wearable products.

[mc4wp_form id=”8260″]

While Tough Mudder participants pride themselves on getting down and dirty, it seems like the sponsorship side of the business is only going up with Impression now on board.

“Tough Mudder is in an exciting transition where we can elevate our story and build deeper connections for brands by leveraging an array of media opportunities and building off the momentum we have with our new exciting sport properties,” said Abend. “Impression Sports has an incredible track record of working with premier brands and global sports properties like Tough Mudder, and we saw a great fit between our companies to tell a bigger, better and more strategic story around this offering.”

For the latest in Tough Mudder news and sponsorships, follow the company on Twitter.