October 17, 2018  

NEW YORK, October 17, 2018 – Tough Mudder Inc. announced today that is has enlisted Impression Sports & Entertainment (“Impression Sports”) to lead the charge in seeking partners for premier sponsorship opportunities across its portfolio of events, as well as new sports and media properties. Impression Sports will assist Tough Mudder in securing a new presenting sponsor, which is the first time in four years such an opportunity is available, as well as other non-endemic category sponsors.

Impression Sports will also support Tough Mudder in its quest to sell presenting sponsors for growing sport properties – TMX, the toughest mile on the planet which is expanded to four regional events and World's Toughest Mudder, the toughest 24-hour obstacle course race on the planet and the culmination of the Tough Mudder season. As part of the official presenting sponsor title, Tough Mudder is offering significant media, onsite activation and a fully integrated platform across all Tough Mudder reach.

The presenting sponsorship packages will include national broadcast exposure across all Tough Mudder and broadcast partner assets. Beyond broadcast, media opportunities expand online with a global audience reaching fitness enthusiasts and consumers that crave challenges. Sponsors will also have significant presence onsite at Tough Mudder events, providing opportunities for the brand to engage with Mudders firsthand.

“Tough Mudder is in an exciting transition where we can elevate our story and build deeper connections for brands by leveraging an array of media opportunities and building off the momentum we have with our new exciting sport properties,” said Rich Abend, Vice President, Global Partnerships at Tough Mudder. “Impression Sports has an incredible track record of working with premier brands and global sports properties like Tough Mudder and we saw a great fit between our companies to tell a bigger, better and more strategic story around this offering.” 

Impression Sports is a national sponsorship sales agency that represents high-profile sports and entertainment properties.  The company specializes in brokering multi-year venue naming rights, title sponsorships and other major sponsorship agreements. Tough Mudder will look to Impression Sports to tap into the rolodex of relationships possessed by the agency, and ultimately align with a strategic partner.

“Tough Mudder is a world-class brand that continues to set the standard within the highly attractive active-lifestyle sector. Through its national footprint, passionate following and exceptional content, Tough Mudder is a fully integrated brand platform that intimately connects with its audience 365-days per year,” said Chris Foy, Impression Sports & Entertainment’s President.  “We’ll be targeting partners that recognize the massive potential of being part of Mudder Nation.”

Tough Mudder has also hired Rebecca McKinnon, who will serve as Vice President of Business Development. McKinnon will leverage her deep experience and relationships in the space to build partnerships with best-in-class brands that want to reach healthy, active-lifestyle consumers through Tough Mudder's platform. Prior to joining Tough Mudder, McKinnon held the role of Director of National Sponsorships and Media Sales at Life Time Fitness. McKinnon also served as Vice President of Eastern Regional Sales at the Competitor Group, which owns and operates the Rock ‘n‘ Roll marathon series.

Impression Sports & Entertainment (Impression Sports) specializes in providing clients with full-service sponsorship sales representation, sponsorship consulting and venue naming rights services. Founded in 2011, Impression Sports has established itself as one of the leading firms in the industry by working with top brands, including USC, the San Antonio Spurs, Auburn University, the Fiesta Bowl organization, USA Swimming and ESPN Events among others Its management team provides -in-depth experience and results-driven success in venue naming rights, title sponsorships and high-profile sales and sponsorship platforms.

Based in Denver, CO, Impression Sports is owned by Home Team Sports (HTS). HTS is a sales unit of FOX Sports that offers advertisers one-stop shopping for TV and digital media sponsorship of every MLB, NBA and NHL home team across the U.S., reaching 90+ million homes with its platforms.  For more information on Impression Sports, including a complete client roster and testimonials, visit

Founded in 2010 with the launch of the Tough Mudder obstacle course event series, Tough Mudder Inc. has become a leading global sports, active lifestyle and media brand. With more than 3 million participants, the company hosts more than 150+ events featuring non-competitive (Mini Mudder; Tough Mudder 5K, Tough Mudder Half, and Tough Mudder Full) and competitive (Tougher, Toughest, Tough Mudder X and World's Toughest Mudder) offerings annually in nearly a dozen countries including The United Kingdom, The United States, Germany, Australia, United Arab Emirates, Canada, South Africa, the Philippines, Oman and more through its partnerships with IMG, Invictus Events, Pro Active, Let's Run Ireland and Sports Media and Entertainment 360 (SME360). The company's content arm provides the millions of engaged online brand enthusiasts with fitness, nutrition and wellness content delivered daily across social and digital platforms. Tough Mudder broadcast, OTT and Live Stream programming can be seen worldwide through partnerships with CBS Sports, Facebook, Sky Sports, The CW Network and ESPN Media Distribution. Other sponsorship and distribution partners include CELSIUS, Merrell, KILL CLIFF, Soap & Glory, Guinness, Jack Link's, BrewDog, Samsung, Lucozade Sport, Trek, Toyo Tires, Kingstone Press, Black Tower, Strandgut, Snapchat and Live Stream. 

For more information on Impression Sports & Entertainment, please visit