Sparta Athletics & Running, the leading Danish race organizer, partners with technology leader Let’s Do This

September 10, 2026

Partnership is set to strengthen and unlock further potential for the race organizer, which already engages more than a quarter of a million runners each year

COPENHAGEN, Denmark – (September 10, 2026) /ENDURANCE SORTSWIRE/ – Sparta Athletics & Running, organizer of the Copenhagen Marathon, Copenhagen Half Marathon, and the DHL Relay, today announced a new partnership with Let’s Do This, the AI Operating System for Endurance Events that powers iconic events, including the TCS London Marathon, Bank of America Chicago Marathon and Nike After Dark Tour.

Since its founding in 1898, Sparta has been a Copenhagen-based club supporting local athletics and running activities for all ages. Over the past 40 years it has also grown to become one of the largest race organizers in Europe. Annually, over 22,000 runners cross the marathon finish line, 40,000 run the half marathon, and over 160,000 participants from across Copenhagen’s workplaces took part in the relay – making it the largest 5k relay in the world.

The new partnership is designed to strengthen the club’s overall activities: giving members more value, more ways to engage with the events year-round, and a better, more personal experience from first sign-up to race day.

“Everything we do starts with our members and race participants and the experience we give them. This partnership with Let’s Do This is about leveraging their innovative platform to deepen that relationship – making sure that whether someone is training at Østerbro on a Tuesday night or travelling to Copenhagen to participate for the first time, they feel like part of something bigger than a single event.” said Dorte Vibjerg, CEO, Sparta Athletics & Running

Investing beyond registration

The partnership supports Sparta’s ambition to grow their impact beyond registration numbers. This includes new benefits and platform capabilities for members, an expanded sponsorship programme building on its DHL partnership, and a new charitable platform to help participants give back through Sparta’s events.

“Sparta has built something rare, a club with the scale of major mass participation events and the intimacy of a local running community,” said Sam Browne, CEO, Let’s Do This. “Our job is to give the club better tools – not to change what makes it special. This partnership is about putting technology in service of the member experience, so the people who show up to train and race feel more supported on their journey.”

AI in service of the member experience

As part of the partnership, Sparta will draw on Let’s Do This’s AI Agents, Nova and Experience Agent to better understand and respond to what members and participants need – from transforming its newsletter into more relevant, personal communications, to using participant feedback to shape future editions of their events. These AI strategies are having impact across the Let’s Do This network, from Diplo’s Run Club and Atlanta Track Club in the United States, to Great Run Company and London Marathon Events in the United Kingdom.

A global stage in Copenhagen

The announcement lands just one week before Copenhagen hosts a week of events around the World Athletics Road Running Championships, September 19-20, including a 1 Mile and 5K, a half marathon, and an international running industry conference. Copenhagen’s standing as one of the world’s most livable and visited cities creates the perfect platform to tell the club’s story and host an international audience of runners, race organizers, and athletics leaders gathering in the city.

About Sparta Athletics & Running

Sparta Athletics & Running is Denmark’s largest athletics and running club and one of the world’s largest race organizers. Sparta was founded in 1898 in Østerbro, Copenhagen and has since worked to promote communities and healthy lifestyles through athletics and running training. Today, Sparta has approx. 2,700 members who train at all levels. Their purpose is to promote and develop athletics and running as elite and popular sports for the benefit of members of all ages and to contribute to the achievement of individual sporting goals. Sparta also runs several large running events each year, such as the Copenhagen Marathon, CPH Half and DHL Relay in Copenhagen.

About Let’s Do This

Let’s Do This is the AI Operating System for endurance events, driving growth and supercharging an event organizer’s capabilities. A true partner every step of the way – from launch strategy to event day and beyond – Let’s Do This scales word-of-mouth growth through its social tools including teams, invites, and referrals. Its AI approach unlocks new capabilities for its customers, with powerful event management, marketing, customer service, and data tools. Let’s Do This is the exclusive partner to many of the world’s most popular races, including the TCS London Marathon, the AJ Bell Great North Run, the AJC Peachtree Road Race and BOLDERBoulder.