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Limelight Sports adds three of UK’s biggest participation events to its portfolio


Limelight Sports, ‘the agency of the Active World’, is taking over the running of three major mass participation events – the London Triathlon, Blenheim Palace Triathlon and Etape Caledonia sportive from 2019. The events are being licensed by owner IMG, the leading sports, events, fashion and media company.

According to Limelight, the move further enhances its growing event portfolio, which includes the world’s largest duathlon, London Duathlon, Swimathon and the Royal Parks Half Marathon, as well as a roster of agency clients including Nike, FA, MLB, Fitbit and J.P.Morgan.

The AJ Bell London Triathlon is billed as the world’s largest triathlon event, attracting more than 10,000 competitors and 30,000 spectators, and significant television coverage on Channel 4 and Sky Sports.

The Bloodwise Blenheim Palace Triathlon is ‘the only [UK] event to take place in a World Heritage Site’ and has almost 7,500 competitors.

Etape Caledonia is one of the original closed road sportives, and it remains one of the UK’s leading cycling events usually attracting 5,000 entrants racing on closed roads through the Scottish countryside.

Limelight Sports will run all aspects of these three iconic events with the ambition of continued growth, and attracting new participants and commercial partnerships. The company adds that the events have been hugely successful over the past decade, delivering a great experience and engaging tens of thousands of people in their respective sports, and raising millions of pounds for charity.

Commenting on the new appointment, CEO at Limelight Sports, Craig Dews said, “This is a terrific new opportunity for us, and we are very excited about getting the chance to take these events forward and further enhance their status and reputations. The London and Blenheim Triathlons and Etape Caledonia are three of the most popular and established participation events in this country.

“They will help us further grow the active world, encouraging more brands to engage their audiences through active experiences, whether by partnering with iconic events or developing their own experiences and campaigns. We are looking forward to working with the local communities, stakeholders and authorities to gain the appropriate support and approvals in order to fully develop the events.”



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