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Infront expands the B2RUN series to Portugal with first event staged in Lisbon in 2016

2 min read

Sports event company - sports by tlc - will handle the event organisation following a sublicensing agreement

Lisbon, Portugal /Zug, Switzerland – Infront Sports & Media, the leading international sports marketing company, has sublicensed the rights to stage B2RUN corporate running events in Portugal to the sports event company ‘sports by tlc’ - experienced in sports event management in the Iberian Peninsula and Latin America. sports by tlc will launch the first Portuguese event on 15 September 2016, featuring corporate teams racing six kilometre runs. Participants will cross the finish line at the MEO Arena – a multi-purpose indoor venue in Lisbon.

Infront has successfully extended the reach of the B2RUN series from Germany to Switzerland and France and it is already one of the largest running series in Europe. Adapting the ethos of B2RUN, Portuguese companies and their employees will now have the opportunity to use the strength of the platform towards igniting greater interest in staff events, boosting team spirit and enhancing their employer brand profiles. Furthermore, the events offer an opportunity to promote an active lifestyle among their staff, in line with the increasing demand for corporate health management.

Stefan Petschnig, Co-Managing Director of Infront B2RUN, said: “Portugal is now the fourth European country we have accessed with the popular B2RUN series, as we strive forward to build a truly international corporate running platform. sports by tlc is the right partner for us - as it has a strong track record in staging corporate sports events and holds a powerful business network across Portugal. Like in many European companies, the Portuguese society experiences a strong trend towards activity and well-being, with leisure athletes searching for unique running experiences and businesses looking for inspiring team events. B2RUN combines both of these needs.”

Lourenço Menezes, Sports Director of sports by tlc, said: “B2RUN is one of the greatest international business networking events. We hold extensive experience in organising and activating sports and we are confident of the appeal of this event in Portugal. We are confident it will be well received and that it will be welcomed by the participants - running with joy and enthusiasm. B2RUN Portugal will be seen as both a networking opportunity and a gateway to sharing experiences with Portuguese companies. We are convinced that the B2RUN event will prove very popular in Portugal and look forward to further expansion in the coming years.”

About Infront B2RUN

B2RUN is Europe’s largest corporate running series and has recorded significant growth since it was founded in 2004. Currently, the 6km runs are held in German, French, Swiss and Portuguese cities each year, offering companies attractive platforms for unique employee events. In Germany, B2RUN is the fastest-growing and largest running series, reaching a record attendance of approximately 125,000 participants from over 5,700 companies with 12 events in 2015.

About Infront

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.