It takes a lot to bring to a halt the world’s great cities in the 21st century, but they are increasingly being shut down to the tune of the organisers of marathons, triathlons and mass cycle rides. Citizens reclaiming the roads from the motor vehicle, in the name of getting active, getting fit, raising money for charities and the simple, physical bodily challenge.
The biggest events are big business too. The world’s great marathons have been major sponsorship properties for years. The five biggest marathons – Boston, New York, London, Berlin, and Chicago – are now working together under the umbrella of the “World Marathon Majors” to boost media profile and bring structure to the discipline at the elite level.
Prompted by the efforts of a myriad of organisers, including charities, cities wanting to boost profile and public health, and professional agencies, a wide range of sports are gaining mass participaton events. Those in the industry tip triathlon to break through and achieve mass popularity in the coming years. Its cousin the duathlon also has a growing presence.
However running is still by far and away the most common sport at the heart of mass participation events. It requires the least infrastructure and facilities and is arguably the most accessible sport of all. Mary Wittenburg, chair of the New York Road Runners, the organisers of the New York Marathon says, running is “hot” at the moment.
And beyond marathons and 10k runs, the presence in the sector of IMG, one of the world’s most illustrious sports businesses, is a sure-fire indicator that running, and mass participation events, are indeed ‘hot’. Nick Rusling of IMG Events’ mass participation section admits that the sector is not as big a money-spinner as some other parts of the IMG business, but nevertheless it is a place that the company feels the need to have a presence in.
“It is very labour intensive, and the events we organise lose money in their first two, three, or four years,” he says. “It is not a ‘big business’ model, but IMG believes it is an interesting area. It allows us to speak to brands globally, work with city centres around the world, and it is still rapidly expanding.” IMG’s business model aims to have entry fees cover costs with profits coming mainly from sponsorship.
Andy Anstey of UK mass participation event organisers Limelight Sports points out that the events attract a broad demographic including many groups that corporations would normally struggle to target with a sports sponsorship. There is a higher prevalence of older people, wealthier people, and women than in many sports crowds.
Anstey says the events fill a gap in the market by creating opportunities to get involved in sport for people that are not likely to join clubs or gyms.
But he advises that the participants are not wealthy sitting ducks, ready to part with their cash under bombardment from any old advertising at their chosen event. “The brand needs to think about how it adds value to the participants’ experience and how it is relevant. This will be different with each sponsor.”
And who you associate yourself says a lot about who you are says Wittenburg. “You have to think not just about the sponsor itself, but also where you are putting it in the organisation.
“For us going to title [sponsor ING]…we said we would only do it if there was a shared commitment around kids, if there was a shared commitment around the pro athletes and if there was a shared commitment to the community, to New York City, and not just the global property.”
What is very clear is that mass participation events of all shapes and sizes are bringing benefits to cities, most obviously in increased profile as sports and general tourism destinations. It is not just confined to city streets – IMG’s Etape Caledonia cycle ride in the Scottish highlands is in its third, and generated around £1 million in direct spending in the rural region.
They are opening up new demographics for sports sponsors, who judging by the TWSM data (published in the print edition) are willing to pay near top dollar for the opportunity.
Charities are earning a fortune in the US and the UK, although the culture of running and raising money is more or less confined, as yet, to these territories.
It is no wonder the number of events is booming. In such an explosion there are bound to be casualties – events that do not capture the public imagination, that are too similar to what has gone before, that offer nothing new. For the moment, though, with creativity and good organisation, it seems that mass participation event organisers cannot go wrong.
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