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.