London-based running app Runna has secured a training partnership with the Barcelona Marathon, Barcelona Half Marathon, and San Sebastián Marathon through a deal with race organiser RPM Sports.
- Runna gains direct consumer acquisition channels across high-volume European mass-participation events, notably building on the Barcelona Marathon’s 30,000 registered runners for its 2026 edition.
- Carlsberg Britvic supports the installation of modern pouring technology at Mattioli Woods Welford Road, driving integration following its £3.3bn takeover and supporting a 7.8% volume increase in soft drinks.
- Michael Goon joins MSQ Sport + Entertainment as Executive Vice President in North America, scaling an agency footprint that opened in New York in March 2025.
Under the agreement with RPM Sports, Runna—owned by San Francisco-based Strava—will deliver personalised training plans to participants across the three Spanish races. Runners registering for any of the events will receive a two-week free trial of the application, which operates separate teams in London and Boston following its April 2025 acquisition by Strava.
The deal places the London platform at major mass-participation events featuring large international fields. The Zurich Marató Barcelona drew 27,000 participants in 2025, with 60% arriving from 109 countries, before exceeding 30,000 entries for 2026. RPM Sports also manages the eDreams Mitja Marató Barcelona and the Zurich Maratón San Sebastián.
The Barcelona course has gained global recognition for speed. Ethiopia’s Fotyen Tesfay clocked 2:10:51 in March, marking the second-fastest women’s marathon time in history.
| Event / Partnership | Key Organiser / Brand | Timeline / Details |
|---|---|---|
| Zurich Marató Barcelona | RPM Sports / Runna | 30,000+ registered runners for 2026 |
| Leicester Tigers Pouring | Carlsberg Britvic / Pepsi MAX | Modern pouring tech installed for 2026-27 |
| The Overround | Paul Byrne / Paddy Power | Launched November 13, 2026 |
In domestic rugby union, Leicester Tigers partnered with Carlsberg Britvic to establish Pepsi MAX as the official soft drink partner at Mattioli Woods Welford Road. Tango and 7UP are also stocked around the venue, supported by modern pouring equipment designed to maintain consistent quality on matchdays.
The arrangement follows Carlsberg’s £3.3bn takeover and the subsequent January 2025 formation of Carlsberg Britvic, which drives a 7.8% rise in soft drink volumes for its parent group in the first half of 2026.
Across the marketing sector, former Anheuser-Busch executive Michael Goon took up the role of Executive Vice President in North America at MSQ Sport + Entertainment. Goon joins an agency leadership group anchored by CEO Steph Lund and Managing Partners Andrea Nirsimloo and Paul Anastasiadis in New York.
“After spending the past several years leading marketing for brands, I’m excited to bring that experience back to the agency side—partnering with talented teams and clients to build impactful, integrated marketing programs,” said Michael Goon, Executive Vice President at MSQ Sport + Entertainment.
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