Mitsubishi has become the official automotive partner of the 2026 World’s Toughest Mudder event, as the brand launches its “Challenge Accepted” campaign for the new L200 pickup.

The event takes place at Belvoir Castle in Lincolnshire from 27 to 28 June, bringing 1,000 competitors to the UK round of the international Tough Mudder series.

Competitors will complete repeated five-mile loops across two days, taking on obstacles including Arctic Enema, Kiss of Mud, Cry Baby and Everest.

The partnership gives Mitsubishi a useful platform to promote the new L200’s off-road and working credentials, as the pickup returns to the UK market.

George Wallis, head of marketing for Mitsubishi Motors in the UK, said: “The all-new Mitsubishi L200 pickup has arrived in the UK with over a one-tonne payload, towing capacity of over 3,500kg, and shift-on-the-fly system that uniquely allows driving on and off tarmac in four-wheel drive.

“The all-new L200 couldn’t squeeze through a drainpipe or tackle the monkey bars like the World’s Toughest Mudder competitors, but in every other way, the L200 says ‘challenge accepted’.”

The new Mitsubishi L200 is being launched in the UK with a focus on towing, payload, and four-wheel-drive capability. The top-spec Barbarian model uses Mitsubishi’s Super Select 4WD-II system, allowing four-wheel drive to be used on tarmac as well as off-road.

Mark Read, Tough Mudder commercial director international, said: “We create trials for the top-tier tough, who find a straight-line marathon a bore.

“We’re delighted Mitsubishi Motors in the UK is partnering with the World’s Toughest Mudder for this gruelling outdoor challenge. The rugged and capable all-new L200 pickup makes perfect sense in the world’s most extreme competition environment where rough terrain, climbs, mud and testing conditions are the daily norm.”

Phil Huff
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