Munich, Germany - The international sports marketing company Infront Sports & Media has acquired BusinessRun Veranstaltungs GmbH in a 100% takeover from the German sports and event agency ad.letics. It will integrate the runs in Aachen, Essen, Freiburg and Cologne into the Infront B2RUN subsidiary. As a result, the B2RUN German corporate running series will expand its presence from next season onwards to incorporate further event locations. The takeover became effective on 1 November 2015.
Lars Gerling, Managing Director of B2RUN, said: “With this step, the Infront Group continues its ambitious growth strategy in endurance sports and is further expanding the leading corporate running series B2RUN. In Germany, 2015 witnessed approximately 125,000 B2RUN participants and demand is increasing year after year. Our goal is to carry out the popular events in as many cities as possible, offering companies a first-class platform for corporate health management and exciting team building events.”
The BusinessRun events from ad.letics complement the existing B2RUN series geographically and will be integrated under the umbrella brand.
“With Infront and its B2RUN series we know our events are in the best of hands,” states the management team of ad.letics – Guido Wolf, Kai Lucius and Johannes Irmer. “In recent years, the company has developed into the market leader in the endurance segment and has an impressive track record organising company runs. The existing customers and sponsors of the BusinessRuns can continue to rely on excellent support and also benefit from the national and international B2RUN network. We have no doubt that the B2RUN brand will provide a further boost to the events as well as continue to offer the participants a first-class event and running experience in the coming years.”
About Infront Sports & Media
Infront Sports & Media is the most respected sports marketing company in the world, managing a comprehensive portfolio of top properties. Led by President & CEO Philippe Blatter, Infront covers all aspects of successful sporting events – including distribution of media rights, sponsorship, media production and event operation – and has won a reputation for its high standards of delivery. 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 170 rights-holders and hundreds of sponsors and media companies. Headquartered in Zug, Switzerland, Infront has a team of more than 650 experienced staff working from 25 offices across 13 countries, delivering 4,000 event days of top class sport around the world every year.
About Infront B2RUN
Infront B2RUN, subsidiary of the international sports marketing company Infront Sports & Media, organises and develops Europe’s largest corporate running series B2RUN and has recorded significant growth since it was founded in 2004. Currently, the 6km runs are held in German, French and Swiss cities each year, offering companies attractive platforms for unique employee events. In Germany, B2RUN is the fastest-growing and largest running series. In 2015, it reached a record attendance of approximately 125,000 participants from over 5,700 companies with 12 events all over Germany.
The agency ad.letics GmbH specialises in advising companies, agencies and operators in sports and event marketing. With its subsidiary BusinessRun Veranstaltungs GmbH, the agency organised five corporate running events in 2015 held in Cologne, Aachen, Freiburg, Essen and Luxembourg with more than 31,000 participants from over 2,000 companies.