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Which Big Business Makes A Good Race Sponsor?

big business

With sponsorship spending on endurance sports events exceeding the $108 million per year, its no wonder big business is sponsoring these events. The mid-to-high socio-economic class of endurance events participants attracts many brands to sponsor endurance events.

Interestingly enough many of these big business brands are not the typical sporting brands one would expect to find. Would a laundry detergent brand make a good running race sponsor? How about a deodorant brand or a cellular carrier?

Putting your brand’s logo in front of your target audience is one thing, while tying your brand story with the athlete’s experience and the event spirit is the true challenge for making an effective race sponsorship!

Big Business Dipping Into Race Sponsorship

Here are 5 examples of big business sponsors tying their brands’ message into an event in a smart and creative way. Utilizing a sponsored social media race photography solution, these brands drive an even stronger engagement and turn athletes into their social media brand ambassadors – having the athletes posting their branded photos to Facebook.

1. Samsung – “Launching People”

“We believe in people who dream, who shoot for the stars, people with potential, with that spark of something special that makes them stand out. We believe that if we give people like you our best technology, you can achieve anything.” – This quote of Samsung’s Launching People campaign was a great fit for Samsung Israel while sponsoring the 2014 Tel Aviv Marathon.

35,000 athletes with the spark of something special that makes them stand out crossed the finish line of the country’s largest endurance sporting events. Using Pic2Go’s Sponsored Race Photography technology, they also got the chance to share their achievement with their Facebook friends!

2. Vodafone – “See Your Photos Live”


Getting race day photos free and fast is a unique and satisfying service a race or sponsor, big business or small, could offer athletes. When tens of thousands of race photos are taken – network traffic could become a bottleneck in the process of tagging and posting photos to social media.

Vodafone, which has just recently deployed it’s 4G network in Malta, used it as the infrastructure to transfer race photos from the photographers deployed along the course to the processing center. This enabled the runners to see their marathon photos Live on Facebook!

3. Gillette – “Raise Your Hands for Victory”

The Gillette message was simple and catchy – “Crossed the finish line? Well done! You can now raise your hands for victory (with the confidence that the Gillette deodorant will do its job)”

Thousands of runners have raised their hands for victory, got their victory photos posted to Facebook, and generated huge reach and wide awareness for the Gillette campaign!

4. Dero Sponsoring The Color Run


Dero, the Uniliver laundry detergent brand, has found the “perfect” race to sponsor. Well, not only is The Color Run is the happiest 5K on the planet, but it is probably also one of the most laundry-generating races around. These two certainly go together better than oil and water – more like soap and water.

Have fun, share it and do your laundry with Dero! At least thats what the laundry big business is hoping you’ll think, and this is certainly a great step in the right direction.

5. Neviot for Body & Soul

Water is essential for our lives. But mineral water are like endurance sports – they lift up our body and soul. This is the message the Neviot mineral water brand has chosen for their marketing and sports sponsorship campaigns.

A good match – isn’t it ?

Big Business The Future of Race Sponsorship?

While any business can certainly sponsor a race, it seems as though big business is taking the baton and running farther than anyone imagined. When signing up for your next race don’t forget to check out the sponsor – there might be a great benefit for you around the corner!

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4 Responses to Which Big Business Makes A Good Race Sponsor?

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  1. Which Big Business Makes A Good Race Sponsor? | News In Marketing - August 22, 2014

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