The British subsidiary of Tour de France organiser Amaury Sport Organisation (A.S.O.) has rebranded to align with its parent company’s name – with Human Race now known as A.S.O. UK.
A.S.O. UK, based in London, is one of the UK’s leading mass participation events companies, putting on events in running and cycling that reportedly engage with more than 120,000 participants each year.
A.S.O. UK’s portfolio includes the Cancer Research UK London Winter Run 10K, adidas Manchester Marathon, Manchester Half and Dragon Ride. The company also specialises in delivering bespoke corporate events, working with businesses such as JLL and Impetus-PEF.
In a release, the company added… ‘A.S.O. UK’s events bring together an active community of people taking part in sporting events for reasons ranging from fitness, competition, charity, health, fun or to simply finish. The participants vary from first timers of all ages through to world champions. Collectively, the events raise millions of pounds for hundreds of charities.’
Andrew Smith, CEO of A.S.O. UK, said “For many years we’ve been proud to be part of the A.S.O. family, and the time was right for our name to match the relationship.
“Alongside delivering our existing best-in-class events we are working together closely on some exciting new projects, as well as sharing knowledge and ideas to benefit our exceptional events across Europe.
“Whilst this is a significant announcement, we have already been working closely with A.S.O., and there will be no changes to how our team operates beyond the name above the door.”
