The Great Run Company has partnered with fellow mass participation sports business Golazo, to take the Great Run event brand global.
The ‘Great Run’ event will combine the marketing assets of events such as the Great North Run, Great Manchester Run and Great Edinburgh Run with Golazo-owned properties including the Rotterdam, Dusseldorf, Antwerp and Brussels Marathons.
Starting this month, The Great Run Company and Golazo will seek to develop the ‘Great Run’ brand through its ‘The World’s Favourite Run’ slogan.
Under the agreement, the Great Run Company will continue to stage Great Run events in the UK and Ireland, with Golazo to promote the venture in Europe.
Brendan Foster, founder of the Great Run Company, said: “This coming together of two like-minded running brands will create something very special in the world of mass participation sport. It is an exciting new venture which will give millions of participants, existing and new, the opportunity to participate in the ‘Great Run’ event. Our events are renowned for the great consumer experience they deliver year in year out, and it will also create a new platform for brands to reach a massive audience with one commercial conversation.”
Bob Verbeeck, chief executive of Golazo Group added: “Our companies have a lot in common. Both Brendan and I have a history in athletics, our companies are founded ‘by runners and for runners’, as we say. We share the same passion and the same mission: encouraging people to move. I’m looking forward to working with Brendan and his team to create a worldwide platform for runners and to export the Great Run brand to the rest of the world.”