RPM-MKTG ‘seals extension’ to Barcelona Marathon contract

Participants at the start of the 2019 Barcelona Marathon (by LLUIS GENE/AFP via Getty Images)

The RPM-MKTG agency is expected to extend its contract to organise and market the Barcelona Marathon and Half Marathon.

RPM-MKTG, which has managed the event since 2006, will continue in this capacity from 2021 to 2023, with an option to extend the deal until 2025, according to Spain’s Palco23.

The contract is said to be valued at €11.2m ($12.5m), with Barcelona City Council set to announce the deal later this month as the agreement is fully signed off. It is claimed that RPM-MKTG has two weeks to now submit all the necessary documents in order for the contract to be awarded and formalised.

RPM-MKTG was said to have been in competition with Wanda Sports-owned Ironman for the contract. Ironman, through its owner Wanda Sports, already organises the Madrid Marathon.

RPM-MKTG is part of Dentsu Aegis Network, the Japanese conglomerate’s media and digital marketing communications arm.

RPM-MKTG has worked in association with Amaury Sports Organisation (ASO) in the staging of the Barcelona Marathon, which has grown in size from 4,400 runners to more than 20,000 during the time in which it has managed the event.

Sponsorship of the event is viewed as critical from a revenue-generating perspective, accounting for at least 29 per cent of the budget. The Barcelona Marathon is currently title sponsored by Swiss insurance firm Zurich, with Asics and CaixaBank serving as premium sponsors.

The Barcelona Marathon has silver label status amongst World Athletics’ grouping of road races. This year’s Barcelona Marathon has been postponed due to Covid-19. It was due to take place in March but has been rescheduled to October 25.