Cancer Research UK ties with Sportsdirect.com on Race for Life

by Becky Wilkerson, marketingmagazine.co.uk 10-Jun-09, 13:15

LONDON - Cancer Research UK has signed up sports retailer Sportsdirect.com as official sportswear partner for its Race for Life events.

As part of the deal, which runs until 2012, Sportsdirect.com will develop a range of Race for Life merchandise and equipment as well as promote the events via in-store and online communications.

The sports retailer will also launch an experiential and online campaign, through PMA Marketing, to support the tie-up. It will allow Race for Life participants to send ‘Thank you' video messages to the friends and family who sponsored and supported them at an event.

Race for Life attracts about 680,000 women each year and more than 230 events will take place across the UK this summer.