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IMG and Bear Grylls team up for Survival Challenge event series

IMG has partnered with TV host Bear Grylls for a unique event series, set to debut in Los Angeles in April 2018, with additional stops in the US and Europe.

Participants will compete on a four mile, off-road journey that will take them through 18 unique survival scenario challenges. The course will run across five distinct environments: apocalyptic highway, cave complex, deserted village, mountain ascent/descent and snake infested swamp.

“I developed this course with one simple principle in mind: being fit is one thing; but the true test of strength is in survival,” said Bear Grylls. “This is a natural progression for endurance sport. Seeking to test not just our physical capabilities, but also our mental agility, resourcefulness and never-say-die spirit in real-life survival situations.”

The event was created in collaboration with Mantis Media, a firm specialising in branding and licensing solutions for top firms.

IMG will gamify the experience, deploying RFID technology and a proprietary algorithm to provide a Bear Grylls Survival Score for each participant immediately upon completing the event. 

BGSC will culminate in a festival featuring music, brand activations, food and beverages, and merchandise – the perfect place for participants to check their Bear Grylls Survival Score and re-live their highlights from the Bear Grylls Survival Challenge experience.

“Working with Bear and his team on the creation of this property has been exciting as it opens up a whole new category of sport in survival,” added James Leitz, senior vice president Action Sports & Mass Participation, IMG. “Together with Bear, we share a very specific vision that will evolve the endurance experience to appeal to everyone including the obstacle course racing fanatic, Weekend Warriors, Bear’s fans and adventure enthusiasts.”

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

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