• by Tanya Gazdik , November 8, 2017

Both the Tough Mudder and Spartan obstacle races have added new sponsors. 

Tough Mudder and recovery drink Kill Cliff have partnered for the 2018 and 2019 U.S. event season. The beverage is now the official sports drink brand for Tough Mudder and presenting sponsor of the Tough Mudder X Series. Tough Mudder X is the one-mile race with 10 obstacles and 10 workout zones that tests competitors from across multiple disciplines to determine the fittest and fastest athletes in the world.  

Kill Cliff will provide its endurance sports drinks on the course during events to help participants experience longer energy maintenance as they push harder through the course. The recoverydrinks will be handed out at the finish line. Kill Cliff will leverage its relationship with gyms around the country to further the Tough Mudder brand through its product offerings.

The partnership will kick off Nov. 11-12 at this year’s World’s Toughest Mudder at Lake Las Vegas. World’s Toughest Mudder is considered the most extreme 24-hour obstacle course race on the planet that is viewed by millions globally via lifestream and also on CBS. Kill Cliff will be the official sponsor of one of the event’s most infamous obstacles, The Cliff, a 35-foot cliff jump into the chilly waters of Lake Las Vegas that begins at midnight on Nov. 12. The beverage maker will also have its own Team Kill Cliff for tackling the course. 

Meanwhile, Health club 24 Hour Fitness has entered into a multi-year partnership with Spartan, becoming an official sponsor and training gym for 26 Spartan events throughout the U.S.

The gym will offer its members Spartan’s signature small group training program, and provide certification to fitness professionals at more than 420 of its health clubs across the country who will be identified as “SGX Coaches.” The brand will also have an onsite interactive presence at the select Spartan events. Spartan has more than one million annual participants across 200 races in more than 30 countries.  

In addition to offering “SGX” training in 24 Hour Fitness clubs, training options will also be offered through 24GO the 24 Hour Fitness digital fitness experience, as well as 24Life magazine.  The brand will also activate the partnership at Spartan race and workout events across the country, bringing its certified coaches to the start-line, providing pre-race warm-ups, along with guidance to competitors.