ASO's Human Race in deal with Optimum Nutrition
Human Race, the UK-based mass participation events organiser that is owned by ASO, organiser of cycling’s Tour de France, has agreed a sponsorship deal with Optimum Nutrition, the sports nutrition brand.
Under the agreement, Optimum Nutrition becomes the official sports nutrition partner of Human Race for its 2018 events calendar, which includes over 30 events in triathlon, cycling, running, duathlon and open water swimming.
Nick Rusling, chief executive of Human Race said: “Human Race provides a well-respected platform to sports nutrition brands to reach a passionate and engaged audience of endurance athletes. We are extremely excited to work with Optimum Nutrition, and together we hope to further enlighten our audience on the benefits of protein to enhance all our participants event experience.”
Human Race, which is best known for a range of triathlons at UK locations including Windsor Castle and the Olympic rowing lake at Eton Dorney, was acquired by ASO a year ago.
Human Race has already been working with ASO since 2014, organising several mass participation cycling events on ASO’s behalf: the Maserati Tour de Yorkshire Ride; ICAP L’Etape London by Le Tour de France; and Dragon Ride L’Etape Wales by Le Tour de France.