A.S.O. UK
A.S.O. UK is the London-headquartered UK subsidiary of Amaury Sport Organisation, organising mass participation running and cycling events (Manchester Marathon, Manchester Half, LDNX 10K, London Winter Run, Dragon Ride) for individual participants, charity fundraisers, corporate clients, and title partners such as adidas and ASICS.
- Company typePrivate
- Founded-
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2C
- OfferingServices
What A.S.O. UK does
A.S.O. UK (legal entity A.S.O. U.K. Limited) is the UK operating subsidiary of Amaury Sport Organisation (A.S.O.), the French conglomerate that owns Le Tour de France and operates more than 100 events across 37 countries. Headquartered in Wandsworth, London, the company organises mass participation sporting events across running, cycling, and triathlon. Its flagship portfolio comprises five anchor events: the adidas Manchester Marathon (UK's second largest marathon; 36,000 participants in 2025, projected 42,000+ in 2026), the ASICS Manchester Half (largest half marathon in the Manchester region, 28,000-30,000 participants), the ASICS LDNX 10K at Wembley (inaugural August 2025, capacity 12,000), the Cancer Research UK London Winter Run 10K (UK's largest 10K, 25,000-26,000 participants), and the Dragon Ride cycling sportive (UK's toughest sportive, 4,700+ riders annually in South Wales).
The business operates a dual-sided revenue model. On the participant side, entry fees are collected through dedicated event websites (manchestermarathon.co.uk, ldnx.co.uk, londonwinterrun.co.uk, dragonride.co.uk, manchesterhalfmarathon.com) and via Active.com registration infrastructure, with pricing varying by event (e.g., LDNX 10K early access at £29). On the sponsorship side, title partnerships with adidas, ASICS, and Cancer Research UK anchor each flagship event, supported by category partners (PUMA, Wahoo, Tredz, Santini, Erdinger, Vitamin Well, Runna) and an official fundraising platform partnership with JustGiving. A separate corporate events division delivers bespoke events for enterprise clients including JLL and Impetus-PEF. Charity fundraising is a defining feature: A.S.O. UK events collectively raise millions of pounds annually for hundreds of charities, with the Manchester Marathon Community Fund distributing over £60,000 per year through partner programmes and £1 per paid entry ringfenced for community programmes.
The technology stack is intentionally lightweight — A.S.O. UK is an event operations business rather than a technology developer, with Active.com as the primary registration platform and Strava/Runna serving as third-party training integrations. No AI/ML capabilities are disclosed. The company employs 66 staff at its London headquarters and supplements its permanent workforce with event-day crews and a managed volunteer programme for route marshalling, water stations, and site operations. Andrew Smith serves as Chief Executive. The entity is privately held (registered company number 3891235 in England and Wales) with no funding rounds, M&A activity, or restructuring actions on record.
A.S.O. UK firmographics
Firmographics- Name
- A.S.O. UK
- Legal name
- A.S.O. U.K. Limited
- Website
- https://aso-uk.com
- Company type
- Private
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- A.S.O. UK is the London-headquartered UK subsidiary of Amaury Sport Organisation, organising mass participation running and cycling events (Manchester Marathon, Manchester Half, LDNX 10K, London Winter Run, Dragon Ride) for individual participants, charity fundraisers, corporate clients, and title partners such as adidas and ASICS.
- Ownership category
- akta.pro rank
A.S.O. UK industry classification
Industry- Product category
- Mass Participation Sports Events
- NAICS
- Promoters of Performing Arts, Sports, and Similar Events (7113)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Mass Participation Race Organizers (Runs, Triathlons, Cycling) (MPAKADAD)
- akta.pro secondary industries
- Road Running Events (Marathons, Half Marathons, 10K/5K) (MPAKAIAA), Cycling Events (Road Races, Gran Fondos, Sportives) (MPAKAIAC)
Keywords
Where A.S.O. UK is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
A.S.O. UK business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Event Registration Fees: Revenue generated from participant entry fees for mass participation sporting events including marathons, half marathons, 10K runs, and cycling sportives. Individual event websites handle registration, with fees varying by event.
- Title Partnership Sponsorships: Major brands pay for title partnership rights on individual events (e.g., adidas Manchester Marathon, ASICS LDNX, Cancer Research UK London Winter Run). Sponsors receive branding, marketing activation, and exclusivity within their category.
- Corporate Events: The company delivers bespoke corporate events for businesses such as JLL and Impetus-PEF, providing custom event solutions and services.
- Community Fund: Each year, £1 from every paid entry into the Manchester Marathon and Manchester Half goes directly into the Manchester Marathon Community Fund, distributed through partner programmes supporting local activity.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | LDNX 10K - Early Access |
| Transaction based/ take rate | Pay-as-you-go | Manchester Marathon / Half - Community Fund Contribution |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
A.S.O. UK product offering
Product offeringCore offering
A.S.O. UK organises and delivers large-scale mass participation sporting events across running, cycling, and triathlon in the UK. Its flagship portfolio includes the adidas Manchester Marathon, ASICS Manchester Half, ASICS LDNX 10K at Wembley, Cancer Research UK London Winter Run 10K, and Dragon Ride cycling sportive, collectively drawing tens of thousands of paying participants annually. The company also delivers bespoke corporate events for businesses such as JLL and Impetus-PEF, and integrates charity fundraising infrastructure (JustGiving, Community Fund) into its consumer events.
Product overview
A.S.O. UK is a mass participation events company operating a portfolio of major sporting events across running and cycling. The core offering consists of five flagship events: the adidas Manchester Marathon (UK's second largest marathon), ASICS Manchester Half (largest half marathon in region), ASICS LDNX 10K (Wembley-based 10K), Cancer Research UK London Winter Run 10K (UK's largest 10K), and Dragon Ride (UK's toughest cycling sportive). The company also delivers bespoke corporate events and manages volunteer/crew programmes for event delivery.
Differentiator
Problem solved
Functional benefit
Products and services
- adidas Manchester Marathon
Quantifiable outcome
- Over £6.6 million raised for Cancer Research UK through London Winter Run since 2015
- +7 more outcomes
Companies that use A.S.O. UK
Customer profileNamed customers10 records
Segments4 records
Ideal customer profiles4 records
A.S.O. UK technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration1 record
A.S.O. UK partnerships and signals
Strategic signalPartnerships
29 partnerships are on record, tiered flagship, minor and core.
- ASICSflagshipTitle partner for LDNX 10K at Wembley. ASICS is collaborating on all aspects of the event including pre-event training runs, performance advice from ASICS experts, and exclusive Q&A sessions for participants.
- RunnaminorTraining partner for ASICS LDNX 10K. Runna (powered by Strava) provides training support and is featured as an official partner on event materials.
- Amaury Sport Organisation (A.S.O.)flagshipParent company and owner of Le Tour de France. A.S.O. manages more than 100 events across 37 countries in cycling, motorsports, running, golf, and sailing. Provides international expertise and brand credibility to UK operations.
- adidasflagshipTitle sponsor for the adidas Manchester Marathon, the UK's second largest marathon. Partnership provides premium brand association and running-specific expertise.
- Cancer Research UKflagshipTitle partner for Cancer Research UK London Winter Run 10K. Event has raised over £6.6 million for life-saving cancer research since 2015, with over 100,000 participants.
- Macmillan Cancer SupportcoreOfficial charity partner for Dragon Ride. Many riders choose the challenge to fundraise for Macmillan, providing significant fundraising revenue.
- JLLcoreCorporate client for bespoke event delivery. A.S.O. UK specialises in delivering corporate events working with businesses such as JLL.
- Impetus-PEFcoreCorporate client for bespoke event delivery.
- JustGivingcoreOfficial fundraising platform partner across multiple events including Manchester Marathon, London Winter Run, Dragon Ride, and Manchester Half.
- ErdingerminorOfficial beer partner for Manchester Marathon and Manchester Half. Provides post-race refreshments and promotional support.
- TredzminorOfficial bike partner for Dragon Ride cycling event.
- WahoominorOfficial technology partner for Dragon Ride, providing cycling electronics and sensors.
- SantiniminorOfficial merchandise partner for Dragon Ride, producing branded cycling apparel.
- SportiveminorPartner for Dragon Ride cycling event.
- Alzheimer's SocietycoreOfficial charity partner for Manchester Marathon, one of the main charity partners for the event.
- The British Heart FoundationcoreOfficial charity partner for Manchester Marathon.
- The Christie CharitycoreOfficial charity partner for Manchester Marathon and Manchester Half.
- Vitamin WellminorOfficial hydration partner for Cancer Research UK London Winter Run and Manchester Half.
- Uber (Thames Clippers)minorOfficial transport partner for Cancer Research UK London Winter Run.
- PUMAcoreOfficial footwear and apparel partner for Manchester Half, with athletes competing in PUMA gear.
- ESN (Essential Sports Nutrition)minorOfficial nutrition partner for Manchester Half.
- Wembley ParkcoreVenue partner for ASICS LDNX 10K at Wembley. The area surrounding Wembley Stadium is brought to life for the event.
- South Downs WaterminorOfficial water partner for ASICS LDNX 10K.
- Greater Manchester MovingminorRegional activity partner for Manchester Half.
- Trafford CouncilcoreLocal government partner for Manchester Marathon and Manchester Half, providing event permits, road closures, and local support.
- Manchester City CouncilcoreLocal government partner for Manchester Marathon and Manchester Half, supporting events in the city centre.
- Greater Manchester PolicecorePolice partner for Manchester Marathon and Manchester Half, providing security and traffic management.
- OnYourBikeminorOfficial bike partner for Dragon Ride.
- Moya Cole HospiceminorCharity partner for Manchester Half.
Scale indicators20 records
Recent moves6 records
Expansion highlights5 records
A.S.O. UK competitors and assessment
Company assessmentDirect peers
- Edinburgh Marathon Festival: Organiser of one of the UK's largest marathons and a supporting festival of mass participation running events. Directly comparable in event format, sponsorship model, and charity fundraising angle; competes for UK participants seeking major-city marathon experiences.
- Threshold Sports: UK organiser of mass participation endurance events including the Jurassic Coast Challenge and Ultra X series. Comparable business model combining entry fees, charity partnerships, and corporate team-building events; competes for participants and charity partner mindshare.
- RideLondon: Mass participation cycling event in London previously operated by the London Marathon Events group. Closely comparable to Dragon Ride as a UK cycling sportive/festival targeting amateur cyclists with charity fundraising and major brand sponsorship components.
- Human Race: UK mass participation event organiser delivering triathlon, cycling, and running events (e.g., Windsor Triathlon, Velo events). Directly comparable multi-discipline mass participation portfolio, charity fundraising infrastructure, and corporate event delivery capabilities.
- Spartan Race: Global obstacle course race and endurance event brand with UK events. Comparable mass participation business model with entry fees, regional/UK event portfolio, charity and corporate team-building revenue streams, and international parent backing.
- London Marathon Events: Organiser of the TCS London Marathon, the UK's largest mass participation marathon and a direct competitor to A.S.O. UK's adidas Manchester Marathon. Operates a portfolio of mass participation running events including the London Marathon, London 10K, and other branded distance events with similar sponsorship and charity fundraising models.
- Great Run (Nova International): Operates the Great North Run and a broader portfolio of mass participation running events across the UK, including Great Manchester Run and Great Scottish Run. Directly comparable business model: entry-fee revenue, title sponsorships, charity partnerships, and city-anchor event strategy.
- Tough Mudder: Global mass participation obstacle and endurance events operator with UK presence. Competes with A.S.O. UK for the same discretionary-spend participant pool, charity fundraisers, and corporate team-building clients seeking challenging team experiences.
- L'Etape UK: UK edition of the Tour de France's mass participation cycling sportive, organised under licence from the same parent Amaury Sport Organisation. Closely comparable to A.S.O. UK's Dragon Ride as a premium UK cycling sportive with branded IP, title sponsorship model, and charity angle.
Broad incumbents
- IRONMAN Group: Largest global mass participation triathlon, running, and cycling event operator. Operates at greater scale and global geographic reach than A.S.O. UK, but overlaps in triathlon, cycling, and mass participation running disciplines and competes for global title sponsors and elite athlete endorsements.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
A.S.O. UK social profiles
Digital presenceA.S.O. UK financial estimates
Financial estimateRevenue estimate
Valuation estimate
A.S.O. UK leadership team
Management profileNumber of profiles
Profiles1 record
A.S.O. UK funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
A.S.O. UK M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about A.S.O. UK
What does A.S.O. UK do?
A.S.O. UK organises and delivers large-scale mass participation sporting events across running, cycling, and triathlon in the UK. Its flagship portfolio includes the adidas Manchester Marathon, ASICS Manchester Half, ASICS LDNX 10K at Wembley, Cancer Research UK London Winter Run 10K, and Dragon Ride cycling sportive, collectively drawing tens of thousands of paying participants annually. The company also delivers bespoke corporate events for businesses such as JLL and Impetus-PEF, and integrates charity fundraising infrastructure (JustGiving, Community Fund) into its consumer events.
Is A.S.O. UK a public or private company?
A.S.O. UK is a private company. It is classified as corporate owned and is currently operating.
When was A.S.O. UK founded?
A.S.O. UK was founded in -1. It employs 51 to 100 people.
Where is A.S.O. UK based?
A.S.O. UK is headquartered in London, United Kingdom, in the Europe region.
How does A.S.O. UK make money?
Four revenue lines are on record. Event Registration Fees are the primary driver. The others are title Partnership Sponsorships, corporate Events and community Fund.
Who are A.S.O. UK's main competitors?
Direct peers on record are Edinburgh Marathon Festival, Threshold Sports, RideLondon, Human Race, Spartan Race, London Marathon Events, Great Run (Nova International), Tough Mudder and L'Etape UK. IRONMAN Group is listed as a broad incumbent.
Does A.S.O. UK have an API?
No public API is recorded for A.S.O. UK.
What industry is A.S.O. UK in?
A.S.O. UK's product category is Mass Participation Sports Events. Its primary akta.pro industry code is MPAKADAD, Mass Participation Race Organizers (Runs, Triathlons, Cycling), with a secondary code of MPAKAIAA, Road Running Events (Marathons, Half Marathons, 10K/5K). Its NAICS code is 7113 and its SIC code is 7900.