Magazine article Marketing

Great North Run Plots Spin-Off Events

Magazine article Marketing

Great North Run Plots Spin-Off Events

Article excerpt

Nova International, owner of the Great Run Series, is planning a series of brand extensions beyond road-running, kicking off with a Great North Swim event at Lake Windermere this September.

The Great Run Series has been a successful sporting and charity fund-raising initiative since its launch in 1981. More than 50,000 people participate in its flagship annual half-marathon, the BUPA Great North Run.

The first Great North Swim, which will be broadcast on both Sky Sports and ESPN, will feature Olympic swimmer Mark Foster as its brand ambassador.

Organised in a similar way to major road-running events, the Great North Swim will comprise elite athletes, keen club members and 'fun' swimmers.

Nova plans to roll out the race, which it claims is the 'first mass-participation swim event of its kind in Great Britain', across the UK if it proves popular. The Great North Swim will be supported by a website where users can sign up, download training programmes and learn more about the race. …

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