Ultimate Sport Service and MYLAPS Sports Technology have announced a strategic partnership. The companies, based in Denmark and The Netherlands, are joining forces to leverage their expertise on sports timing and event services.
All races timed by Ultimate will now be timed using MYLAPS technology. In recent years Ultimate and MYLAPS Event Timing have previously worked together at many IRONMAN races across Europe.
The new partnership will be kicked off in September with races such as the Tallinn Marathon (Estonia, 10,000 athletes), Copenhagen Half Marathon (Denmark, 28,000 athletes), and Oslo Marathon (Norway, 23,000 athletes).
For these events MYLAPS BibTag technology will be used. This a standard timing system for mass events with MYLAPS citing… ‘affordable chips and the highest read rates in the industry.’
The MYLAPS ThinTag is 75% thinner than regular tags resulting in less waste and shipment space, which has less impact on the environment.
“We are glad to partner with these experts in the event industry,” said Morten Toft, CEO at Ultimate.
“Back in the day, Ultimate was one of the first users of the ChampionChip system, which formed the foundation of later MYLAPS systems. Over the last years it was great working together with MYLAPS Event Timing at the IRONMAN races in our region. Now both companies will look for further synergy, which will lead to a better event experience for athletes and fans across Scandinavia.”
Camiel Slaats, CEO at MYLAPS, said “At MYLAPS we strive to offer the ultimate sports experience to athletes, fans, and events.
“The Scandinavian region was an underdeveloped area for us and we worked together at many IRONMAN races across Europe, which resulted in this partnership. We are very excited to gain additional expertise from Ultimate and jointly offer their services to race organizers, athletes, and fans in the active sports industry.”
Ultimate Sport Service was founded in 1995 and was a first adopter of the ChampionChip technology as well as the AMB (both later MYLAPS) Active transponder technology in 2003. The company is a service provider in online registration, race numbers, timing, and results services, with offices in Denmark, Finland, and Estonia. Ultimate Sport Service covers around 750,000 athletes with its platform on an annual basis.
MYLAPS support athletes and events in their sports experiences. Each year it captures the performances of over 20 million people worldwide. Founded in 1982, MYLAPS products are used at professional events such as the Olympics through to small, local events.
