Influence Marketing buys half of Mud Hero
Influence Marketing of Toronto has purchased a 50% share of Mud Hero, a series of Canadian obstacle races. The series was founded three years ago by Ted McLeod and Adam Ruppel. It consists of annual events in Ottawa, Montreal, Red Deer, Winnipeg, Halifax and Toronto, with additional markets planned for future years. The races collectively attract 50,000 participants per year, particularly women between the ages of 19 and 39. Influence will make use of the race series as a channel for experiential marketing programs.
"For over 20 years, a differentiating element of our agency model has been leveraging our ownership of consumer event properties as strategic marketing tools for our clients," said Nick Jelinek, CEO of Influence Marketing. "Mud Hero attracts a large, focused participant base, providing the perfect opportunity for brand integration and to help our clients sell more."
Influence Marketing is a subsidiary of InField Marketing Group.