Ultimate Sport Service and MYLAPS join forces

September 9, 2024

NYBORG / HAARLEM (September 2024)/ENDURANCE SPORTSWIRE/ – Ultimate Sport Service and MYLAPS Sports Technology announce a strategic partnership. The companies, based in Denmark and The Netherlands, join forces to leverage expertise on sports timing and event services. This means that all races timed by Ultimate, will be timed with MYLAPS technology, offering the ultimate experience to race organizers, athletes, and fans in the active sports industry.

The partnership will be kicked off in September with iconic races like the Tallinn Marathon (Estonia, 10,000 athletes), Copenhagen Half Marathon (Denmark, 28,000 athletes), and Oslo Marathon (Norway, 23,000 athletes). For these events the MYLAPS BibTag technology will be used. This is the standard timing system for mass events with affordable chips and the highest read rates in the industry. The MYLAPS ThinTag is 75% thinner than regular tags resulting in less waste and shipment space, which has less impact on the environment. Over the last years Ultimate and MYLAPS Event Timing already worked together at many IRONMAN races across Europe.

Partnership with experts in event services

‘We are glad to partner with these experts in the event industry’, says Morten Toft, CEO at Ultimate. ‘Back in the days Ultimate was one of the first users of the ChampionChip system, which formed the foundation of later MYLAPS systems. Over the last years it was great working together with MYLAPS Event Timing at the IRONMAN races in our region. Now both companies will look for further synergy, which will lead to a better event experience for athletes and fans across Scandinavia.’

Creating the ultimate sports experience

Camiel Slaats, CEO at MYLAPS: ‘At MYLAPS we strive to offer the ultimate sports experience to athletes, fans, and events. The Scandinavian region was an underdeveloped area for us and we worked together at many IRONMAN races across Europe, which resulted in this partnership. We are very excited to gain additional expertise from Ultimate and jointly offer their services to race organizers, athletes, and fans in the active sports industry.’

About Ultimate Sport Service

Ultimate Sport Service was founded in 1995 and was a first adopter of the ChampionChip technology as well as the AMB (both later MYLAPS) Active transponder technology in 2003. The company is a leading service provider in online registration, race numbers, timing, and results services, with offices in Denmark, Finland, and Estonia. Ultimate Sport Service covers around 750,000 athletes with its platform on an annual basis.

About MYLAPS Sports Technology

At MYLAPS we support racers, athletes, and events in creating their ultimate sports experience. Every year we capture the performance of over 20 million people all over the world. We develop accurate, reliable, and easy-to-use technology to turn data into insights, progress, and fun. Founded in 1982, we have revolutionized the world of sports timing with groundbreaking innovations and set the standard ever since. Our products and platforms are used at professional events like the Olympics and INDYCAR to countless local events around the corner.

More info

If you have any questions or need Hi Resolution images, please contact Krijn Snuif (Marketing Manager at MYLAPS), krijn.snuif@mylaps.com or +31 (0)6 29 72 18 59.