Under Armour becomes sponsor of competitive fitness event Turf Games
today May 6, 2019
Baltimore-based sportswear brand Under Armour announced on Friday that it has teamed up with functional fitness competition Turf Games in a partnership that will see the Turf Games Summer Festival rebranded as the Under Armour Turf Games 2019.
The deal also means that Under Armour will become the lead sponsor of all Turf Games events in 2019, as well as the technical apparel supplier for all event staff.
First held in London in September 2017, the Turf Games has since expanded to include four annual UK events and two international competitions in the US and Australia. Aiming to replicate the spirit of team sports in the fitness community, the competition pits teams of five against each other in a range of competitive workouts.
Having started out with a roster of 30 all-male competitors at its first event, participants in Turf Games competitions are now generally split 50/50 male to female.
900 contestants will take part in the Under Armour Turf Games 2019, which are expected to attract some 3,000 spectators, making for an interesting opportunity for the American sportswear label to gain exposure among fitness fans.
“Under Armour are the ideal partner for Turf Games in 2019,” said Turf Games Founder and Director Andrew Manteit in a release. “Everyone who takes part in Turf Games is there to test their fitness, endurance and willpower at one of the toughest fitness events in the UK and Under Armour’s support will undoubtedly help them push beyond any limit.”
As part of the partnership, Under Armour will also enter two teams captained by Nik Naidoo and Lyanne “Tig” Hodson into the Under Armour Turf Games 2019. The brand will be holding trials for the teams and is offering to provide successful applicants with elite-level training from the two team captains, as well as a range of Under Armour performance gear.
The collaboration is the latest in Under Armour’s growing list of sponsorship deals, which includes partnerships with World Heavyweight Boxing Champion Anthony Joshua and double Olympic gold medallists Teddy Riner, Jade Jones and Marcel Hirscher. The sportswear brand also has a number of deals with international football and rugby clubs.
The Under Armour Turf Games 2019 will take place at London’s Rosslyn Park RFC on June 14 and 15, 2019.
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