Sony Ericsson supports Run to the Beat 2009

Following the success of the first Run to the Beat event held in 2008, the race is back, bringing with it a unique combination of running and music, supported by Sony Ericsson.

With a course plotting a half marathon route through London, the combination of music and sport isn’t just an opportunity for sponsors to promote their musical offerings. To reinforce this message, the Run to the Beat team got together at the O2 Arena to explain the theory behind the event.

Dr Costas Karageorghis of Brunel University, who has been researching the link between music and exercise physiology for many years, outlined that entrants to the 2009 race would be able to vote for their preferred type of exercise music from pop, dance, rock and urban. The result of this would be used to balance out the type of music played on the course.

Along with a performance from Punjabi Hit Squad, Christian Malcolm was on hand to pledge his support to the urban genre saying, "urban music helps keep me in a good state of mind". Punjabi Hit Squad performed at the last race, bringing their unique blend of British-Asian music to the event.

The race is organised by IMG Mass Participation Sports, who run the likes of the London Triathlon. Nick Rusling, MD of the company stated "We are really aiming to unearth what motivates our runners to put in a personal best and are intrigued to discover which genre receives the most support".

Sony Ericsson Run to the Beat will be held on 27 September 2009 and entry costs £33.