A brand new partnership between leading UK mass events organiser Human Race and media company AWOL aims to create an ‘exciting new social race experience for participants in 2018’. Offering event photos through the AWOL Adventure platform, the partnership will see shareable sporting moments captured across the Human Race and Xtra Mile portfolio of running, cycling and triathlon events.
AWOL has previously worked with Xtra Mile Events for two years, as well as collaborating with Human Race in 2017 on several live streaming projects. This enabled delivery of race-day moments as they happened, and offered friends and family the opportunity to experience the race atmosphere and cheer on loved ones from afar.
For 2018, Human Race and AWOL aim to build on this to offer an enhanced digital offering including high quality tagged event photos from professional photographers, ‘that will capture amazing race moments’. Creating a memorable experience for all participants, and enabling sharing and connecting with other race competitors, the partnership will seek to bring the race package fully up-to-date.
“We recognise the power of photography and social media in building awareness and reach for our events and partners,” said Nick Rusling, CEO at Human Race. “Providing a way for people to share and engage with our events online is key to ensure our offering remains current, as the race experience becomes more social throughout the industry.”
He continued, “AWOL is a business that we’ve looked at for a long time as being market leading in this space, and we’re excited to be working with them to develop the digital reach of our event calendar in 2018.”
“Building on the last two years’ success with Xtra Mile Events, we are thrilled to be working now with Human Race and their partners in 2018,” said Richard Burnett, Operations Direction t AWOL Adventure. “Human Race are respected worldwide, and are a key partner in the continued development of the event photography model, and will help us to ensure delivery of a five-star experience to our customers.”