BURLINGTON, Mass.--(BUSINESS WIRE)--TomTom announced today an official sponsorship of the upcoming NBC prime time series, “Spartan: Ultimate Team Challenge.” Starring along with some of the toughest athletes on Earth, is the TomTom Spark Fitness Watch which will give viewers a look at athletes’ actual vitals as they compete.
“Spartan: Ultimate Team Challenge,” premiering Monday, June 13, raises the bar on team competitions. Each week six teams will compete on a specially designed, extreme version of a Spartan Race obstacle course. Competitors will be outfitted with the rugged TomTom Spark Fitness Watch to help them train for the daunting tasks ahead. Their biometric data* will be broadcast during the show – one of the first for prime time television. Using the Spark’s data including its built-in heart rate monitor, viewers will be able to get closer to their favorite competitors than ever before, and experience just how physically demanding a Spartan Race can be.
TomTom is the official Fitness Watch of the Spartan Race, which is the world’s leading obstacle race company.
The TomTom Spark is a GPS-enabled fitness watch engineered to help people track and improve their fitness performance. TomTom Spark offers 24/7 activity tracking, built-in GPS, rugged durability and multiple modes for different types of training activities. The TomTom Spark Cardio+Music GPS Fitness Watch includes a heart rate monitor and stores up to 3GB of music.
“By partnering with NBC and Spartan Race to sponsor this show, we are introducing TomTom to a whole new audience of fitness enthusiasts, who might be looking for a wearable that can stand up to their workout,” said Jocelyn Vigreux, president of TomTom, Inc. “This gives us an opportunity to show viewers first-hand how competitors use the TomTom Spark, and how viewers can bring their fitness performance to the next level.”
“Our partnership with TomTom illustrates how strong of a viewer connection we can help make when we create authentic opportunities for them,” said Dan Lovinger, executive vice president, Entertainment Advertising Sales Group, NBCUniversal. “TomTom has seamlessly integrated into our new program to enhance the viewer experience.”
“TomTom was a natural fit for this technology sponsorship and product integration. Spartan Race is all about doing more, pushing yourself harder and the TomTom Spark helps our athletes measure and evaluate their performance. And for the show’s viewers, they are getting a new dimension of information on their favorite competitors in the form of the biometric data*, specifically heart rate,” said Kenneth Koleyni, Executive Vice President of Strategic Development, Spartan Race.
The show will be hosted by former NFL star Dhani Jones, NBC Sports Group’s Premier League analyst Kyle Martino, with NBC Sports Anchor MJ Acosta and American Ninja Warrior’s Evan Dollard as course reporters. Each episode features six teams consisting of five contestants that will compete through an original obstacle course for a chance to win $250,000 in the finale competition.
The series is set to air on Monday, June 13 at 10 pm ET/PT on NBC.
The TomTom Spark Fitness Watch is available for purchase online and at retailers starting at $149.99 (MSRP).
*Biometric data may include heart rate, distance and speed.
About TomTom
At TomTom (TOM2) our mission is to make technology so easy to use, that everyone can benefit from it. We created easy to use navigation devices, helping millions of people to get where they want to be. Today, we continue to simplify the complex, making technology more accessible for everyone. We have four customer facing business units: Consumer, Telematics, Automotive and Licensing. We make easy to use navigation devices, sport watches and action cameras for consumers. We enable businesses with vehicles to more easily manage and improve fleet efficiency whilst increasing overall business performance with our Telematics solutions. We also offer a world leading real-time map platform that is powering innovative location based services and helping to make automated driving a reality for the automotive industry. Founded in 1991 and headquartered in Amsterdam, we have over 4,600 employees and sell our products worldwide.