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Threshold Sports Signs Up HEINEKEN as Endure24 Title Sponsor


Threshold Sports, one of the UK’s fastest-growing sports events agencies, has announced a new title sponsor for the multi-award-winning Endure24 series in the UK’s leading pub, beer and cider business, HEINEKEN. 

Endure24 is a 24-hour trail running relay race that has developed a loyal following since its launch in 2012.

Participants race against the clock to tackle as many laps as possible on one of the two iconic courses. Created by experienced race director, Chris Sumner, the original event started in Wasing Park near Reading, before expanding with a sister event in Bramham Park near Leeds.

Threshold Sports acquired the Endure24 event series from Race Solutions Ltd in 2021 and have previously partnered with HEINEKEN for the Race to the Tower event and most recently in 2021 – for the 100km ultra-marathon, Race to the Castle.

This sponsorship continues HEINEKEN’s ongoing commitment to the health and wellbeing of its employees with 500 places at this year’s Endure24 events reserved for members of staff, friends and family members.

Nick Tuppen, CEO of Threshold Sports, commented: “It is great to welcome HEINEKEN onto Endure24. They have been a fantastic partner on the Threshold Trail Series since 2017 and Endure24 provides the ideal new platform for them to spread joy by bringing people together and getting them fitter and healthier.

“As always there will be some tough moments throughout the 24hr trail run, but the main challenge might be not spending too long at their well-stocked bar after each lap!”

James Crampton, Corporate Affairs Director at HEINEKEN, added: “We’ve enjoyed working with Threshold since 2017 when we sponsored Race to the Tower for three years, followed by Race to the Castle in 2021. We’re really excited to be involved in Threshold’s newest event, Endure 24.

“Our colleagues have really enjoyed these challenge events and we hope the flexibility of Endure 24, with more ways to participate, will appeal to even more of the HEINEKEN team.

The wellbeing of our colleagues is really important to us, and our company purpose is built around the joy of bringing people together. 

An event like Endure 24 really supports both these things – helping colleagues focus on their wellbeing and bringing us all together over one weekend to celebrate and have fun.”

Entries are available now for the Endure24 events in Reading and Leeds. Find out more at