Chinese top-flight 10km road running series Run For Run has signed a strategic partnership deal with Beijing-based True Media Sports. 

This deal will see the sports company spearhead race organization, event operations, business development and market expansion for the event.

Run For Run is a top-flight mass participation race held in Beijing. It is co-organized by the Chinese Athletic Association and the National Olympic Sports Center. Its current title sponsor is the Capital Outlets, whose main business is operating shopping malls.

True Media Sports,a company that focuses on event operations, was also a partner of the 2016 Zhoukou Marathon and 2017 Sanmenxia Yellow River Mini-marathon.

China's running industry, fuelled by the rise in national enthusiasm for sports, has been developing rapidly in recent years with mass participation sports events such as marathon running booming in China. In 2016, the number of marathons in China increased sixfold to 328 compared to 51 marathons in 2014.

Source: sports.sina

Proofread by Raymond Fitzpatrick