TomTom Gets Screen Time on Spartan Ultimate Challenge

TomTom signed on as an official sponsor for the upcoming NBC prime time series, “Spartan: Ultimate Team Challenge.” Performing athletes will don the TomTom Spark Fitness Watch, giving viewers a look at athletes’ actual vitals as they compete. TomTom is also the official Fitness Watch of the Spartan Race, which is the world’s leading obstacle race company.

The “Spartan: Ultimate Team Challenge,” premieres Monday, June 13. Each week six teams will compete on a specially designed, extreme version of a Spartan Race obstacle course. Competitors will be outfitted with the Spark Fitness Watch as their biometric data will be broadcast during the show – one of the first for prime time television.

“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, NBC Universal. “TomTom has seamlessly integrated into our new program to enhance the viewer experience.”

“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, 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.”