XTERRA Teams Up with Running26 to Expand & Grow XTERRA in Europe
Honolulu, HI - TEAM Unlimited LLC, owners of XTERRA, today announced an alliance with Running26 of Denmark to build a marketing and business development office in Europe.
“The importance of Europe on the XTERRA World Tour continues to grow each year and we sense both the need and opportunity of opening a business operation,” said XTERRA CEO Tom Kiely. “We have been fortunate to form a close working relationship and alliance with Denmark-based Running26, and they are a talented event, marketing, and media group.”
Running26 is also the current license holder for the increasingly successful series of events in the XTERRA Nordic region which includes XTERRA branded off-road triathlons, duathlons, trail runs, and swim-run events held year-round.
“Our goal is to build an even more powerful XTERRA brand in Europe, and create an attractive platform for all organizers, sponsors, and partners in the region,” said Kristian Uhd Jepsen, the director for Running26.
Jepsen said his short-term goals include securing sponsorship for the XTERRA European Tour, exploring merchandising opportunities, and increasing both the number of XTERRA licensed events and the number of participants at each event in Europe.
Jepsen has assembled a staff of seven to launch the XTERRA Marketing Office in Europe and service new social media, sponsorship and licensing initiatives.
“We plan to empower and involve the existing XTERRA Europe organizations to help achieve economies of scale, and build value across all events,” said Jepsen. “Our first order of business will be to create professional and coherent XTERRA branding across Europe through extensive use of social media.”
The first-ever XTERRA race in Europe dates back to 2000, with the inaugural three-stop XTERRA European Tour taking place in 2003. This year there are 11 championship events in Europe.
About TEAM Unlimited/XTERRA
TEAM Unlimited LLC, founded in 1988, is the Hawaii-based television, events, and marketing company that brought off-road triathlon and trail running to the world under the brand name XTERRA. From a one-off race held on the most remote island chain in the world XTERRA evolved into an endurance sports lifestyle with worldwide appeal. Over the past 20 years XTERRA transcended its status as ‘just a race’ to become a bona-fide way of life for thousands of intrepid athletes as well as an emerging brand in the outdoor industry. In 2016 XTERRA will offer more than 200 off-road triathlons and trail running events in 30+ countries worldwide and produce 10 adventure television shows for international distribution. Learn more at xterraplanet.com and xterracontent.com.
Running26 connects people and creates strong relationships and personal development through endurance sports such as running, cycling and triathlon. The company operates throughout the full value chain of sport events and experiences in that arena and has full service line of products targeting individuals and companies. All cases are fully supported by an extensive use of media and valuable content production. Learn more at running26.dk or xterranordic.com.