Original Source is set to team up with Mountain Mayhem, the world’s biggest 24-hour mountain biking endurance event, in a three-year sponsorship that launches this June.

Celebrating its twelfth year, the upcoming event, now named Original Source Mountain Mayhem will target the brand’s core audience of "those who love intense experiences".

Talking about the sponsorship, Philippa Heywood, senior brand manager at Original Source, commented: “This is the perfect fit for Original Source. 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, negotiated by Central Focus, will see the creation of the ultimate Original Source experience. TBWA\Manchester and MEC Access Manchester will be responsible for Original Source’s entire presence at the festival-style event that aims to appeal to both riders and non-riders, on and off the track.

To announce the sponsorship, TBWA\Manchester has created a logo to be used across all branding in the run up to, and throughout the event.

“As one of the UK’s most exciting 24-hour endurance races, outsold year after year, it’s the place to be for extreme sports enthusiasts who crave action and adrenalin. As Original Source’s key audience, it gives Original Source and TBWA\Manchester the opportunity to create the ultimate brand experience for all attendees, be they riders or spectators,” adds Fergus McCallum, newly appointed CEO of TBWA\Manchester.

Activity will be supported by a full PR campaign headed up by TBWA sister agency, Staniforth.

The event will take place June 2009, with a limited number of applications being available from midnight on 28th February 2009.

Patrick Adams, of Pacific Edge Events, owners and organisers of Mountain Mayhem said: “Given the type of brand that Original Source is, it’s not only a great match for Mountain Mayhem, but opens up a realm of exciting possibilities for what we do this year. Expect surprises, excitement and one of the best Mountain Mayhem’s to date.”