Jeep's sponsorship of Tough Mudder UK is on track for success following its first event of the season at Henley-on-Thames.

Re-affirming the brand's position as the vehicle of choice for adventure-seekers, the sponsorship programme sees Jeep supporting all seven Tough Mudder events in 2014 through on-site presence and experiential activity.

The Tough Mudder series, which is among the toughest obstacle challenges in the world, tests the endurance and strength of participants over a 10-12 mile course. As part of its association with the brand, Jeep will provide a number of Grand Cherokee, Wrangler and new Cherokee models for use at each weekend.

Damien Dally, head of brand, Jeep UK, said: "We are absolutely delighted with the first Tough Mudder event in London, it certainly got our partnership off to a great start. The Tough Mudder ethos is very much in line with that of Jeep. We're not only passionate about adventure, but encouraging people to challenge themselves too – and everyone who took on the Tough Mudder challenge at the weekend or plan to attend forthcoming Tough Mudder events certainly do that.

"This very exciting sponsorship allows us to get the Jeep brand in front of adventure-seekers and their families – showcasing our range of premium 4x4 vehicles to a potentially new audience.

"Across the seven events we'll also be supporting our dealer network by encouraging people to sign up for vehicle test drives as well as take advantage of the latest offers".

John Fidoe, Marketing Director EMEA at Tough Mudder, commented: "We're incredibly excited to be working with Jeep over the coming season. This is a great partnership for Tough Mudder, with a brand that will bring additional excitement and interest to the weekend experience for our Mudders and will enable TMHQ to travel in style around our venues!"