CAIRO (September 01, 2019) – Tough Mudder, Inc., the world’s top brand for Obstacle Course Races has entered into a strategic partnership with the leading Egyptian sports event management company, The TriFactory, to bring Tough Mudder to Egypt for the very first time. Tough Mudder holds events on five out of the six habitable continents, and Egypt is the 16th country worldwide to host a Tough Mudder event. The partnership also marks the launch of the brand in North Africa. The first of several events planned across Egypt will take place on December 13th & 14th, 2019 in Cairo.
Tough Mudder 5K, the shorter & more accessible format of the event, will be featured in the December event, while the longer-course format will likely be rolled out beginning in 2020, depending on local demand. The event will feature 13 unique industry-leading obstacles.
“Due to the exponential growth of participants attending mass participation events, Egypt strategically has all the elements to grow and expand the Tough Mudder community. The events will be organized by a team of professionals, with multi-year experience. Egyptian people are searching for new experiences and challenges, they are people who love to spend time and have fun together, and that is why we are convinced that they will love Tough Mudder and all it has to offer” said Johnny Little, VP of Tough Mudder.
This expansion into a new market follows the success of Tough Mudder’s licensed events – hosted to date in South Africa, Mexico, Ireland, United Arab Emirates, Australia, New Zealand and the Philippines. It will provide access to events for active lifestyle individuals living in or visiting Egypt seeking the challenge, camaraderie and thrills that only a Tough Mudder experience can offer.
“The TriFactory is proud to partner up with Tough Mudder and organise the world-class obstacle course race on Egyptian soil for the first time. The brand’s special combination of team spirit with mental and physical challenges is what makes it so exciting everywhere around the world, and we’re sure the event will be a huge success with the Egyptian sports community. Tough Mudder has the ability to transcend age and ability and welcome all types of participants” said Ayman Hakky, founder & CEO of The TriFactory.
With more than 4 million participants to date across five continents, Tough Mudder has offerings ranging from accessible yet rewarding challenges, from Mini Mudder for kids, to competitive events, such as Europe’s Toughest and World’s Toughest Mudder (24-hour endurance event).
Tough Mudder Egypt will take place on Friday, December 13th and Saturday December 14th, 2019 at Zed in Sheikh Zayed, Cairo. Registration is now open at www.toughmudder.com.eg.
About The TriFactory
Since its founding in 2015, The TriFactory has built up a portfolio of sports events organised to the highest of international standards. These events include the iconic Pyramids Marathon, the Sahl Hasheesh Endurance Festival, (a three-day multi-sport that is the biggest of its kind in all of North Africa), Aswan42 – the Magdi Yacoub Heart Foundation Marathon, (where participants run in support of the Aswan Heart Centre all along the River Nile in Aswan), the Montazah Endurance Festival, (an event in which hundreds of athletes race around the iconic Montazah Palace), El Wadi Trail Run in the Wadi Degla Protectorate, The Jungle Run at the Giza Zoo, and many more.
The TriFactory also organises events in collaboration with and on behalf of partners, and is proud to be the licensee for Tough Mudder in Egypt for the coming years.
To find out more about The TriFactory and its other event offerings, visit www.thetrifactory.com.
About Tough Mudder, Inc.:
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 4 million participants, the company hosts more than 120+ events featuring non-competitive (Mini Mudder, Tough Mudder 5K, Tough Mudder Classic) and competitive (Tougher, Toughest and World’s Toughest Mudder) offerings annually in sixteen countries including United Kingdom, 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, Endoca, Alanic, Isuzu, Burger King, Lidl, Ariel, BrewDog, Lucozade Sport, Arla Protein, Toyo Tires, Strandgut, Snapchat and Live Stream.
- Seifeldin Fawzy, COO
Tough Mudder Global Licensing Contact:
- Johnny Little