Tough Mudder And KILL CLIFF Partner To Bring Clean Endurance And Recovery Sports Drinks To 2018 - 2019 US Events

ATLANTA and BROOKLYN, N.Y., Nov. 7, 2017 /PRNewswire/ -- Tough Mudder, Inc. and KILL CLIFF have partnered to provide KILL CLIFF's clean label endurance and recovery sports beverages for the 2018 and 2019 US event seasons in its capacity as the official sports drink brand for Tough Mudder and presenting sponsor of the Tough Mudder X Series. Tough Mudder X is the one-mile race with 10 obstacles and 10 workout zones that tests competitors from across multiple disciplines to determine the fittest and fastest athletes in the world.  The series debuted this summer on CBS with millions watching its first World Championship.

At all Tough Mudder events, KILL CLIFF will provide its ENDURE clean endurance sports drinks on the course during events to help participants experience longer energy maintenance as they push harder through the course. KILL CLIFF recovery drinks will be handed out at the finish line to provide electrolytes and assist in participants' post-event clean recovery and hydration. KILL CLIFF will leverage its relationship with gyms around the country to further the Tough Mudder brand through its product offerings.

The partnership will kick off at this year's World's Toughest Mudder at Lake Las Vegas on Nov. 11-12, 2017. World's Toughest Mudder is considered the most extreme, insane, imposing, pulse-pounding, heart-stopping 24-hour obstacle course race on the planet that is viewed by millions globally via livestream and also on CBS. KILL CLIFF will be the official sponsor of one of the event's most infamous obstacles, The Cliff, a 35-foot cliff jump into the chilly waters of Lake Las Vegas that begins at midnight on Nov. 12.  KILL CLIFF will also have its own TEAM KILL CLIFF tackling the course.

"Partnering with Tough Mudder as the official clean sports drinks sponsor is a great next step for both of our brands, as well as the dedicated warriors of the Tough Mudder," said KILL CLIFF CEO Joe Driscoll. "We are getting our drinks into the hands of hundreds of thousands of athletes who are challenging their fitness, while Tough Mudder is partnering with a cool brand that is disrupting the artificial, sugar-filled sports drink category. We are incredibly excited about being the presenting sponsor of Tough Mudder X race series, which is a fast, exciting event that is a great crossover for many of our CrossFit athletes and gyms."

"KILL CLIFF's Kill the Quit attitude, clean label products and brand awareness in the HIIT category makes them a great partner fit that will not only elevate the Tough Mudder brand to a broader audience and new category of athlete, but enable us to offer Mudder Nation great hydration and recovery drinks for everyone to be at their best as they tackle Tough Mudder's demanding courses together," commented Rich Abend, VP, Global Partnerships, Tough Mudder.  "We are also proud to name KILL CLIFF as the first presenting sponsor of TMX, which has garnered significant interest from the industry since its debut this past summer on television."

KILL CLIFF drinks have gained popularity in HIIT gyms across the country, and the brand has led in the emerging clean sports drink categories at places like Whole Foods and Amazon. The KILL CLIFF brand has been on a rapid growth trajectory with a loyal and passionate following of the world's toughest athletes.

About KILL CLIFF:
Founded and created by a Navy SEAL with the spirit of giving back to the community, KILL CLIFF® makes clean sports beverage products. KILL CLIFF Recovery Drinks deliver clean recovery, providing the hydration and nutrients without all the junk so many beverages have today. Headquartered in Atlanta, the KILL CLIFF team includes civilians and accomplished military veterans, and is absolutely committed to serving and supporting the Navy SEAL community. KILL CLIFF honors the dedication and sacrifice made by these warriors and their families by donating a portion of the proceeds through their Official Partnership with the Navy SEAL Foundation. KILL THE QUIT™. Visit KillCliff.com and follow KILL CLIFF on Facebook, YouTube, and Instagram @killcliff.

About Tough Mudder:
Founded in 2010 with the launch of the Tough Mudder obstacle course event series, Tough Mudder Inc. has become a leading global sports, active lifestyle and media brand. With more than 3 million participants, the company hosts more than 130 non-competitive (Mini Mudder; Tough Mudder 5K, Tough Mudder Half, and Tough Mudder Full) and competitive (Tougher, Toughest, Tough Mudder X and World's Toughest Mudder) events annually in 11 countries including China, Dubai, Indonesia, and Australia through its partnerships with IMG, Seroja and Sports Media and Entertainment 360 (SME360). The company's content arm provides the more than millions of engaged online brand enthusiasts with fitness, nutrition and wellness content delivered daily across social and digital platforms. Tough Mudder broadcast, OTT and Live Stream programming can be seen worldwide through partnerships with CBS Sports, Facebook, Sky Sports, The CW Network and ESPN Media Distribution. Other sponsorship and distribution partners include Merrell, Amazon, KILL CLIFF, Jeep, Aflac, Guinness, Vega, Samsung, Olympus, Lucozade Sport, Nexcare, For Goodness Shakes, Bosch, TREK, Head & Shoulders, L'Oreal Men Expert, Käserei Loose, Snapchat and Live Stream. 

SOURCE Tough Mudder, Inc.

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