The deal follows last year's ad campaign from St Luke's, which marked a shift away from Strongbow's "Hard graft" theme to the more aspirational "Earn it" message, and continues in Strongbow's latest TV spot "Moment of truth".
Prior to 2012, Strongbow's marketing activity was geared towards festival sponsorship and the tie-in with Tough Mudder, a hardcore 12-mile obstacle course designed by special forces personnel, represents something of a return to experiential marketing.
Contestants at the six two-day UK Tough Mudder events are offered a pint of Strongbow in a bar at the finish line. The first Strongbow-sponsored Tough Mudder will be the London South event at the Matterley Estate in Winchester from 8 to 9 June.
In addition to the Tough Mudder partnership, Strongbow has invited consumers to enter a competition via its website to earn the chance to take on a celebrity sportsman at their own game. Challenges include surviving an over from England's leading strike bowler Jimmy Anderson and taking a penalty against a famous goalkeeper.
Interest in Strongbow's website will be driven by paid-media, bought and planned by Starcom MediaVest.
The new elements of the 'Earn It' campaign have been devised by marketing communications agency RPM, in collaboration with St Luke's, as a means of connecting with broader and younger consumers, the so-called "Tribal Drinkers".