Original Source, the PZ Cussons-owned toiletries brand, is to sponsor Mountain Mayhem, the world’s biggest 24-hour mountain biking endurance event, in a three-year deal starting in June.
Now in its twelfth year, the race is to be renamed the ‘Original Source Mountain Mayhem.’ It is understood that there will be product sampling and possibly brand-related competitions linking in with it.
Philippa Heywood, senior brand manager at Original Source, says: “We’re getting the brand involved in what its users naturally love to do. It also makes sense for Original Source washing products to have a presence at one of the muddiest and most intense events in the UK.”
The sponsorship was negotiated by Central Focus. TBWAManchester and MEC Access Manchester will be responsible for the creation of the ultimate Original Source experience at the event.
Fergus McCallum, newly appointed chief executive officer of TBWAManchester, says: “It gives Original Source and TBWAManchester the opportunity to create the ultimate brand experience for all attendees, be they riders or spectators.”