LimeLight Sports Group Acquires Virgin Sport

Sports marketing group LimeLight Sports has bought Virgin Sport. The group, which has over 30 years’ experience in the creation and activation of major participation sports campaigns, has acquired the whole of the Virgin Sport business including its campaigns, employees and assets. It is a significant development for the growing sector and highlights the optimism and potential for participation sport, despite the impact felt by the Covid-19 crisis.   

The agreement means LimeLight Sports Group will take over three major events which were run by Virgin Sport: Asics London 10k, Oxford Half Marathon and Hackney Half Marathon. These events will now be run by LimeLight Sports Group’s owned campaign portfolio, LimeLight Sports Club. These three experiences are all among the top 10 running events in the UK. The Asics London 10k takes place in July, the Oxford Half Marathon now in its 10th year attracts 12,000 runners and the Hackney Half Marathon is the feature event of the Hackney Moves Festival which takes place in May and regularly attracts 60,000 people with 25,000 runners.

LimeLight Sports Club is a specialist division within LimeLight Sports Group specifically set up to create and deliver major participation campaigns. Aligned to the group’s vision – Creating an Active World. Together – LimeLight Sports Club and its brand partners share a belief that when people of all ages and abilities come together and participate in any kind of group exercise, the benefits can be immense, both for individuals and for society as a whole. LimeLight Sports Club will add the three acquired Virgin Sports campaigns to its existing portfolio  which includes London Duathlon, London Triathlon, Blenheim Triathlon and Etape Caledonia.

Jessica Frey, CEO at Virgin Sport commented, “Since its launch five years ago, Virgin Sport has created some fantastic events and built a passionate audience. We’re excited about the next chapter for the company and we know that the LimeLight team will grow and evolve the Virgin Sport concept, ensuring high-quality and outstanding experiences for everyone taking part.”

Craig Dews, CEO of LimeLight Sports Group said: “We are excited by the addition of the three events to our LimeLight Sports Club and the increased opportunity, offers, information and service they bring to our consumers. With the cancellation of most participation events in 2020, this has been a hugely challenging time for everyone. However, we know that it has resulted in an even greater demand for our events and we are extremely optimistic about the future and the increased role that participation sport and its partners can play in improving both physical and mental health.”

Limelight Sports Group consists of two organisations - LimeLight Sports, the agency and LimeLight Sports Club, the rightsholder.