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Infront’s B2Run adds the Netherlands to race roster


Infront Sports & Media, a Wanda Sports company alongside IRONMAN, is taking the corporate running series B2Run a step further and expanding to the Netherlands with the premier event scheduled to take place on 29 June 2017 in Amsterdam. In 2018, three additional races will follow. All races will be organised by sports marketing agency Radiante Sport. Radiante Sport is locally known for organising the ‘Ride for the roses’, a long-standing amateur cycling race.

With the addition of the Netherlands to the ever-expanding running series portfolio, B2Run now stages events in seven countries including neighbouring Germany, as well as Portugal, Romania, Spain, Switzerland and South Africa. South Africa was added to the B2Run portfolio in February.

Promoting active lifestyle within companies
The B2Run series, expanded by Infront, aims to meet the increasing demand for a healthier lifestyle and provides companies with an opportunity to encourage staff well-being. Gaining profile as an employer, while boosting team spirit are seen as further benefits for participating companies.

Infront adds that the Netherlands are well known for a flat landscape and it is not a surprise that running is one of the country’s most popular sports. The city of Amsterdam, capital of the Netherlands, is seen as an ideal location to kick off the B2Run corporate running series. In Amsterdam, the runners will start and finish their race in the iconic Amsterdam ArenA, the Netherland’s biggest stadium and host arena of famous football club Ajax Amsterdam.

Gert-Jan Pruijn, Head of Radiante Sport said “It is a great opportunity to organise the B2Run races in the Netherlands as we will be able to bridge a gap in the market. With Infront’s global and rich experience and our know-how of the local market, the events are on a good track to appeal to businesses and residents in the Netherlands alike.”

Hans-Peter Zurbruegg, Director Active Lifestyle & Endurance at Infront, added “With the Netherlands, one more European country has been added to the roster of the international B2Run series and we are happy after expanding south, to get more into the north of Europe. With Radiante Sport we have a local company that will enable the B2Run series to reach its full potential, as the very active and sport-loving Dutch population are the ideal target for our B2Run events.”

B2Run, an Infront company, is billed as Europe’s largest corporate running series and has recorded significant growth since it was founded in 2004. In 2017, the 6km runs will be held in German, Dutch, Swiss, Portuguese, Romanian, Spanish and South African cities, ‘offering companies attractive platforms for unique employee events’. In Germany, the country where it originated, B2Run is ‘the fastest-growing and largest running series’; and, overall this year, is targeting a record attendance of approximately 195,000 participants from over 9,500 companies with 17 events in 2017.

Infront Sports & Media, a Wanda Sports company, is an international sports marketing firm, managing a comprehensive portfolio of properties. Led by President & CEO Philippe Blatter, Infront covers: distribution of media rights, sponsorship, media production, event operation and digital solutions. As the ‘number one player in winter sport and with a leading role in football, summer and endurance sports’, Infront enjoys long-lasting partnerships with close to 170 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 900 experienced staff working from over 35 offices across more than 15 countries, ‘delivering 4,100 event days of top class sport around the world every year’. In November 2015, Infront was integrated into Wanda Sports Holding, part of the Chinese conglomerate the Dalian Wanda Group.




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