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Fuxian Lake Highland Ultramarathon 2017

 

(June 17th , 2017, Beijing Time) With the games just 100 days away, Changan Ford · Fuxian Lake Highland Ultramarathon 2017 is now getting the show started.

Changan Ford ·Fuxian Lake Highland Ultramarathon 2017 will take place on September 30th 2017 by Fuxian Lake, Yuxi City, Yunnan Province, China. It will be co-hosted by China Athletic Association (CAA), Yuxi Municipal People’s Government, and Kirens Sports & Entertainment Co., Ltd. (Hereinafter referred to as Kirens Sports). This is the only race in China sanctioned both by International Association of Ultraunners (IAU) and CAA.

Changan Ford ·Fuxian Lake Highland Ultramarathon 2017 features two running competitions: 50km and 100km. The event is expecting to invite top 100 runners from IAU ranking and welcome 500 ultra-runners at home and abroad to the open race. The course is a 100km loop around the Fuxian Lake, the China’s largest deep-water fresh water lake, in which world highland road ultra-running records in 50km and 100km will be created. Honored to be the IAU 50km World Championships 2018 Trial, the race is winning all the attention under the sun. IAU World Championships are reputed as Major IAU Championships.

Since the State Council of the People's Republic of China announced a guideline to boost China’s sports industry in 2014, an increasing number of international sporting events have been introduced to China who is reaching for Chinese Dream with its sports hands in the process of becoming a powerful sports country from a big sports country. The Sport Heat aroused from the policy drive, pushes up thesporting events beneficial to the development of local tourism and culture industry, and a more vivid image of the organizing cities. The ultramarathon was first lead-in to China as an official and formal sport race by Kirens Sports in 2015. The same year Kirens Sports organized the first IAU-labeled 50km Gobi ultramaraton event in Jiuquan, Gansu, China.  In 2016, the race was prolonged to 100km and sanctioned by both CAA and IAU. World Gobi trail records in 50km and 100km were created from those two events. Jiuquan, the host city of these two events, has successfully built a city image of the "Outdoor Sports City of the West".

In 2017, Changan Ford ·Fuxian Lake Highland Ultramarathon receives a full support from Yuxi Municipal People's Government. Seeing from the angle of the long-term value of sports event and its close connection with growth of urban GDP, Yuxi Municipal People's Government has signed a five-year contract with Kirens Sports on the cooperation of Fuxian Lake Highland Ultramarathon. Through China Central Television (CCTV) live broadcasting worldwide, the ecological environmental resources of the Fuxian Lake get promoted in accordance with the Yunnan’s economic planning under the guidance of the Belt and Road Initiative, and thus the construction of ecological civilization shall be accelerated. Apart from ultramarathon, more activities will be presented to associate with “ecological protection”, including 10km Run for Green, off-road racing, soft-tip dart, sailing boat experience, and photographing etc.

“Sports marketing” has always been a major component of Changan Ford’s brand strategy. Changan Ford developed its sports marketing in the field of ultramarathon after it became a premium partner of Chinese Football Association Super League (CSL) in 2014. In 2015, Changan Ford became a three-year (2016-2018) title sponsor since the first Gobi ultramarathon it title-sponsored earned worldwide fame. It witnesses the growth and development of ultramarathon in China, introduces this extreme sport to runners to challenge themselves, attracts more and more runners to enjoy ultrarunning, and thus promotes the development of ultramarathon and relevant industries.

Since the ultramarathon event live-boardcasted on CCTV 5 in 2016, the event had made a big hit.That was the first time that ultramarathon had ever live-boardcasted on CCTV where audience first saw its athletic allure as well as the splendid local landscape. Changan Ford ·Fuxian Lake Highland Ultramarathon 2017 will have the CCTV live-broadcasted on the event day. It also had brought out the best in Changan Ford’s—the title sponsor—brand promise "Go Further" in the event.