Meraki Sport & Entertainment extends contract with Fresh Events

The latest chapter of the event was held in Pune in 2019 before the COVID-19 outbreak that halted the series' extension in the nation.

An Indian sports marketing and consulting firm, Meraki Sport & Entertainment has announced its partnership renewal with Fresh Events for The Musical Run (TMR).

The Music Run is a fusion of a music festival and a fun run. It made its debut in India in Bengaluru in 2016 and had been a standard part of the city’s running schedule with an average engagement of 6,000 plus runners every year. The latest chapter of the event was held in Pune in 2019 before the COVID-19 outbreak that halted the series’ extension in the nation.

Speaking at the announcement, Jeffrey Ross, General Manager of Fresh Events Asia, said, “We are delighted to announce a multi-year extension of our partnership with Meraki Sport & Entertainment, making them the exclusive India license holders. TMR is the only international running series with music at every step of the way and we are confident that there is no better partner than Meraki to make India #LiveTheBeat” 

The event features two race categories – timed 5K and 10K – and has previously featured main stage acts such as Ritviz, Gully Gang, Lost Stories, Zaeden, and other popular entertainers.

Giselle Mendes, Head Experiences & Events, Meraki Sport & Entertainment said, “TMR’s unique disposition is its ability to engage the Gen Zs and millennials, through an expression of health & fitness. Our objective is to localise this without diluting the core fabric of the product and create pan-India experiences. While the on-ground events will engage over 30K participants, supported by comprehensive marketing & promotions, we will also be focussing on creating India-specific community forums, at the back of the event, providing brands with a year-round engagement with a relevant consumer demographic.”      

Earlier this year, the sports marketing firm inked a representative deal with Jehan Daruvala.

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