Competitor Group Inc (CGI), the leading active lifestyle media and event company, has announced a new global sponsorship agreement with PowerBar. The new deal sees the leading international sports nutrition brand and energy bar pioneer on board with three of Competitor Group’s endurance sport event series – and also includes a custom integrated marketing program.
The new multi-year deal unites two of the endurance industry’s most respected and recognized brands and encompasses CGI’s entire event and media portfolio. The agreement names PowerBar as:
- Official energy bar of the 32-event Rock ‘n’ Roll Marathon Series; and
- Official bar and energy gel of the REI Muddy Buddy Adventure Series, TriRock Triathlon Series and the endurance LIVE awards gala.
“Given PowerBar’s leadership in performance nutrition, we are excited to provide a fully integrated platform for the brand to engage with athletes around the world,” said Scott Dickey, CEO of Competitor Group.
“Our brands share a passion for performance and we look forward to working together to develop new and innovative ways to engage our consumers through memorable event experiences and a commitment to leading a healthy and active lifestyle.”
PowerBar’s multifaceted global sponsorship agreement with CGI expands the company’s deep portfolio of existing event sponsorships and longtime athlete support across the wider endurance sports community.
- PowerBar is a current sponsor of Ironman under a European-wide deal
- Continuing the long-standing partnership between Ironman and PowerBar, the PowerBar PERFORM sports drink served as the Official Sports Drink of Ironman in 2012
“Teaming up with Competitor to officially fuel their widely-popular events was a natural fit given our shared commitment to today’s dedicated endurance athlete community,” said Frank Jimenez, Global Business Head for PowerBar.
“From the first-time marathoner to newbie triathlete to all around multi-sport pro, PowerBar works to support the athlete’s journey from early training to race day and recovery. We proudly support Competitor, an industry leader who makes the ultimate event experience their number-one priority.”
Competitor Group’s Rock ‘n’ Roll Marathon Series is the world’s largest running series, known for placing entertainment stages along every mile of the course, lining the route with hundreds of local cheerleaders and then topping the experience off with a finish line concert celebration for all participants. As noted by CGI, the musically-themed races have spearheaded an active lifestyle movement that provides a unique entertainment outlet for people from all walks of life.
REI Muddy Buddy events are adventure races that invite teams of two to choose between the traditional Bike & Run, in which participants switch off running and biking, and a run only event, which keeps teams together as they navigate on foot. Courses are lined with challenging obstacles and feature a signature finale that involves both teammates crawling through a 50-foot-long mud pit before crossing the finish line together.
The TriRock Triathlon Series presented by REI has grown into one of the US nation’s premier multisport series, taking place in 8 cities across the US in 2013. The triathlon events feature Olympic and Sprint distances with entertainment positioned along the race route, ‘offering a unique race experience unlike anything else the industry has to offer.’ Participants just testing the waters of their triathlon experience can also sign up as a 3-person relay team, taking on either the swim, bike or run component.
Headquartered in San Diego, California, Competitor Group has an aggregate customer base that now exceeds 7 million endurance enthusiasts and athletes. CGI’s portfolio of media assets span the full range of the expanding endurance sport industry and include a robust digital community on the web and on mobile across the Competitor Endurance Sports Network of websites.
Acquired by CGI in September 2011, Raceit.com, a leading digital registration platform, is seen as the catalyst for the company’s race services offering. It looks to meet the needs not only for the company’s owned and operated events, but also for endurance events of all sizes on behalf of the entire industry.
With a leading share of endurance enthusiasts, CGI owns and operates 83 events around the world, including the flagship Rock ‘n’ Roll Marathon Series, the TriRock Triathlon Series, the NFL Run Series and the REI Muddy Buddy Adventure Series, collectively delivering more than 600,000 professional and amateur participants in 2013. Anchoring the company with rich content and marketing leverage are five publishing properties dedicated to running, cycling, triathlon and the world of multisport, including: Velo, Inside Triathlon, Triathlete, Women’s Running and Competitor with a combined monthly circulation of over 700,000.