Sel Takes On Reebok Spartan Race

Obstacle race company, Spartan Race, has partnered with the UK division of Sports & Entertainment Limited (SEL) to lead on non-race related business operations of Reebok Spartan Races in the UK.

The Spartan Race has over one million participants in over 25 countries and entered the UK in 2010, with over 100,000 competitors completing a race in the UK since 2015.

SEL will continue to work with Spartan Race’s existing race production team to deliver the obstacle courses, with a focus on attracting a wider audience.

SEL will also be sourcing and managing venues, and move events from more traditional locations, to sports stadiums within cities around the country.

In addition to the obstacle course race participants, SEL and Spartan Race will work together to encourage new racers as well as drive awareness and participation.

“Spartan Race has made such a huge impact globally, specifically in the US, and its success over there is definitely something we want to mirror in the UK,” said Peter Phillips, managing director, SEL UK. “Spartan has been running in the UK for a number of years now and has not fully reached its potential, which is something that we are hoping to achieve. Working with Spartan Race will allow SEL to deliver on two core areas for the business: commercial implementation and development, and the management and delivery of hugely complex events. The team is looking forward to broadening the appeal of the Reebok Spartan Race experience and having such a fantastic brand as part of its portfolio.”

“Spartan Race has grown rapidly in popularity in the UK and globally, so we recognised the need to bring a strategic and extremely experienced management company on board to handle the growing scale of the events,” said Joe De Sena, founder and CEO, Spartan Race.

“SEL and in particular Peter Phillips are the perfect partner due to their invaluable industry knowledge and experience of executing huge global events.”