Like any good athlete needs a coach, sometimes businesses need a little guidance and help as well. Tough Mudder announced today it has teamed up with Impression Sports & Entertainment for premier sponsorship sales. The organization will be seeking partnership and sponsorship packages for the global obstacle racing brand. Additionally, for the first time in four years, Tough Mudder has launched a presenting sponsor package.

Additionally, Tough Mudder has hired a new head of business development, Rebecca McKinnon. McKinnon comes from the world of sports management working for organizations like Life Time Fitness and the Rock ‘n Roll Marathon Series. Full story below.


Tough Mudder Inc. announced today that is has enlisted Impression Sports & Entertainment (“Impression Sports”) to lead the charge in seeking partners for premier sponsorship opportunities across its portfolio of events, as well as new sports and media properties. Impression Sports will assist Tough Mudder in securing a new presenting sponsor, which is the first time in four years such an opportunity is available, as well as other non-endemic category sponsors.


Impression Sports will also support Tough Mudder in its quest to sell presenting sponsors for growing sports properties – TMX, the toughest mile on the planet which is expanded to four regional events and World's Toughest Mudder, the toughest 24-hour obstacle course race on the planet and the culmination of the Tough Mudder season. As part of the official presenting sponsor title, Tough Mudder is offering significant media, onsite activation and a fully integrated platform across all Tough Mudder reach.


The presenting sponsorship packages will include national broadcast exposure across all Tough Mudder and broadcast partner assets. Beyond broadcast, media opportunities expand online with a global audience reaching fitness enthusiasts and consumers that crave challenges. Sponsors will also have a significant presence on-site at Tough Mudder events, providing opportunities for the brand to engage with Mudders firsthand.


“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 Rich Abend, Vice President, Global Partnerships at Tough Mudder. “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.”


Impression Sports is a national sponsorship sales agency that represents high-profile sports and entertainment properties.  The company specializes in brokering multi-year venue naming rights, title sponsorships and other major sponsorship agreements. Tough Mudder will look to Impression Sports to tap into the rolodex of relationships possessed by the agency, and ultimately align with a strategic partner.


“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 & Entertainment’s President.  “We’ll be targeting partners that recognize the massive potential of being part of Mudder Nation.”


Tough Mudder has also hired Rebecca McKinnon, who will serve as Vice President of Business Development. McKinnon will leverage her deep experience and relationships in the space to build partnerships with best-in-class brands that want to reach healthy, active-lifestyle consumers through Tough Mudder's platform. Prior to joining Tough Mudder, McKinnon held the role of Director of National Sponsorships and Media Sales at Life Time Fitness. McKinnon also served as Vice President of Eastern Regional Sales at the Competitor Group, which owns and operates the Rock ‘n‘ Roll marathon series.

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