Tough Mudder

Tough Mudder names BrewDog as official beer partner

By Shantanu Srivastav | March 20, 2018

Tough Mudder, global sports, active lifestyle and media brand, announced BrewDog, the Scottish craft beer company as the Official Beer Partner for the 2018 Tough Mudder UK event season.

The partnership will allow BrewDog to build awareness of its craft beers with a brand-new audience while also driving Tough Mudder participants to try its flagship Punk IPA. It further demonstrates the continued pulling power of Tough Mudder, which counts Lucozade Sport, Merrell and Samsung as some of its key sponsors.

The partnership will reward Tough Mudder finishers with BrewDog’s flagship Punk IPA, reaching hundreds of thousands of participants and spectators across Tough Mudder Full and Half events, as well as the new urban Tough Mudder 5K series. BrewDog’s Punk IPA will be available beginning at the inaugural Tough Mudder 5K event taking place this weekend in Stratford, East London, on 23rd and 24th March.

Both Tough Mudder and BrewDog are known for their tribal followings – ‘Mudders’ and ‘Equity Punks’ respectively – and this relationship will bring a range of benefits to both sets of loyal fans. Tough Mudder participants who complete the course and receive their iconic finisher headband can then head to BrewDog bars across the UK for some epic perks. Meanwhile, Tough Mudder will offer exclusive event discounts for the BrewDog community of 80,000+ Equity Punk shareholders.

“We are thrilled to be embarking on a partnership with BrewDog” said Matt Riches, Tough Mudder EMEA Commercial Director.

“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”.

BrewDog co-founder, James Watt commented: “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.”



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