Tough Mudder and Spartan, the world leading obstacle course brands have joined forces with iconic beer makers BrewDog in a partnership that sees them onboard as the Official Finisher Drink for the 2023 and 2024 race seasons.
Kicking things off will be a pop up beer party on Friday 14th April 2023 at Finsbury Park, North London. Anyone and everyone will be invited to come along between 5:30pm-6:30pm to try out iconic Tough Mudder and Spartan obstacles such as Electroshock Therapy or a Spear Throw followed by a rewarding FREE beer. With electrocution and muddy faceplants on offer in return for beer, it really begs the question, ‘how far will you go for a pint?’
The same site will then play host to a sell out season opener Tough Mudder event on the 15th, 16th April where over 7,000 participants will take on a range of distances and obstacles to push themselves to the limits before sipping a rewarding beer, while donning the coveted Tough Mudder finishers headband.
Pushing the limits in true BrewDog fashion, the beer brand has built a global reputation for edgy, outside the box activities. As the Official Finisher Drink at all Tough Mudder and Spartan events, every finisher will be offered a free LOST Lager upon completing the courses. Re-igniting a partnership from 2018, 2019 BrewDog are officially BACK and will be activating at a total of 15 events with around 100,000 participants – celebrating with finishers and providing additional refreshments in the event villages.
Matthew Brooke, Managing Director of Tough Mudder and Spartan, said: “This is a dream partnership. Our brands are known globally for doing things differently and pushing the boundaries of what’s possible – having the Beer Wizards at BrewDog onboard as a finisher drink and available in our event villages is something we know our fans will love to have back. Get yourselves down to Finsbury park on the 14th April and we’ll see you there for a pint.”
Lauren Carrol, Chief Marketing Officer at BrewDog, said: “After a few years away, we’re so excited to be teaming up with Tough Mudder and Spartan once again. The obstacles are tough by name and by nature, so it’s only right that participants have something to look forward to when they finish.
“Lost Lager is the finisher drink of choice – a drink that truly puts the planet and nature first. And what better way to be at one with nature than spending ages fighting a losing battle against a very muddy field!”
For more information, click here.
Date: 14th April 2023
Venue: Seven Sisters Rd, Finsbury Park, London N4 2PG – What3Words: ///quiz.blast.spirit
Time: 5:30-6:30pm
Terms: First come, first (beer) served.
