Your client running a marathon
Sponsors of races like Boston and New York get national exposure
April 14, 2014
There’s been a lot of attention given to this year’s Boston Marathon, taking place next Monday, following the tragic events of last year, when bombs exploded near the finish line of the race, killing three and injuring some 250 others.
The race always gets heavy media coverage, and this race will see a record amount as the national media reports on the race and the results and recalls the tragic events of a year ago.
For sponsors of the race, many of which are locked into deals for multiple years, it will mean that much more exposure and good will for their support of the event.
Over these coming months, there will be dozens of similar if less famous marathons around the country, and they will typically attract not only sizable crowds but lots of sponsors.
Runners and their supporters along the sidelines are an attractive demographic. Some three-quarters of runners earn at least $75,000 annually.
Opportunities at marathons include event title sponsorship, a presence at the start/finish lines, signage and other media throughout the course, as well as a presence at related events.
To find out how to get your client at marathons, read on.
This is one in a Media Life series on buying out-of-home venues. They appear weekly.
Fast Facts
What
Advertising and sponsorship at marathons.
Who
Marathon organizers handle sponsorships and advertising.
How it works
The most visible piece of inventory at marathons is the title sponsorship, where the sponsor puts its name in the event title, as in the case of the Bank of America Chicago Marathon or the Asics LA Marathon.
This gives the title sponsor mentions in most media and news coverage of the event, as well as a large presence at the event itself.
In addition to the title sponsor, other top-level sponsors are mentioned in marketing leading up to the marathons, as well as on the event’s web site and in social media. They’re also allowed to use the event’s official logos and branding in their own marketing to further promote the race.
Top sponsors also usually have a presence at the start and finish lines, where many photos are taken and shared in the news and on social media.
Other options for brands include signage along the course, a booth or interactive display at a fanfest, and advertising and sponsorship at other related events such as a 5K race or fun run for kids.
Marathon organizers typically work with sponsors to create a custom marathon campaign that can help them target the runners in a unique way.
For example, a bottled water brand might sponsor an extra-large branded hydration station at the race’s 16th mile (where many runners start to hit the wall), which could include live music and large crowds to help motivate the racers.
At the LA Marathon, title sponsor ASICS runs a “Support Your Marathoner” campaign, in which friends and families of runners can write motivational messages to those they’re supporting.
The personalized messages appear on big screens on the course when the runner’s timing chip crosses a synchronized mat.
Markets
Marathons are held in most major markets.
Last year’s top 15 markets were (in order of total marathon finishers): New York, Chicago, Washington, D.C., Honolulu, Orlando, Los Angeles, Boston, Philadelphia, Minneapolis-St. Paul, Portland, San Diego, Houston, Sacramento, San Francisco and St George, Utah.
Numbers
There were 541,000 marathon finishers in the U.S. in 2013, according to the running industry trade group Running USA, an all-time high. There were 92 marathons in the U.S. with more than 1,000 finishers, the third most ever (behind 94 in both 2011 and 2012).
The New York City marathon was the largest in the world last year with 50,266 finishers, the first-ever marathon with more than 50,000. The Chicago marathon was the world’s second-largest last year with 38,879 finishers.
How it is measured
Measures include tracking the number of participants and spectators at an event, as well as the number of mentions in media and marketing. Brands can also use sales data, web site visits and response to calls-of-action.
What product categories work well
Recent or current marathon sponsors include financial, athletic apparel, auto, airlines, retail, healthcare, financial, running gear and insurance.
Demographics
Marathon runners were 57 percent male and 43 percent female in 2013, according to Running USA.
One percent of runners were ages 6-17, with 6 percent 18-24, 25 percent 25-34, 31 percent 35-44, 24 percent 45-54, 10 percent 55-64 and 3 percent 65 and older.
According to Running USA’s 2013 national survey of runners who train year-round and enter events, 71 percent of running females and 77 percent of running males had an annual household income of at least $75,000.
Making the buy
Top-level marathon sponsors secure deals anywhere from six months to two years before the event. Most top sponsorships are multi-year deals and start in the six-figure range.
Advertisers with smaller budgets and shorter lead times can also target runners at other events related to the marathon, such as a 5K race or a fanfest area.
Who’s already been at marathons
Recent brands that have sponsored and advertised at marathons include Asics, NutriBullet, Medtronic, Target, Delta, John Hancock, Adidas, AT&T, GE, Walmart, UPS, Geico, United Airlines, Foot Locker, Nissan, Bank of America, Nike, Merrill Lynch and American Airlines.
What they’re saying
“They’re not just consumers, but also corporate consumers. They travel for both leisure and work. These are really active and engaged consumers. They’re not just signing up for marathons, they’re also active in their communities and in other events.” – Kate Stacy Bernal, senior manager for corporate partnerships at the LA Marathon.
Tags: boston marathon, marathon advertising, marathon sponsorships, marathons, OOH, out of home, sporing a marathon
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