Endurance Events Attracting Sponsorship Dollars

by | 2 minute read

Adver­tis­ers con­tin­ue to look for new ways to put them­selves in front of  con­sumers with­out direct­ly sell­ing to them. Spon­sor­ship of sports and relat­ed events has long been a pop­u­lar way to con­nect with con­sumers while they are enjoy­ing them­selves. One of the new­er trends in this sec­tor is to marathonspon­sor endurance events.

With events like marathons, triathlons and adven­ture races attract­ing more par­tic­i­pa­tion and con­sumer inter­est, it’s not sur­pris­ing that spon­sor­ship dol­lars are fol­low­ing. The most recent IEG Spon­sor­ship Report shows that mar­keters spent about $102.1 mil­lion on endurance events last year. This fig­ure rep­re­sent­ed a 6.7% increase over 2011 and experts expect the trend to con­tin­ue. Events that attract nation­al atten­tion call pull in six-fig­ure spon­sor­ship deals (nam­ing rights) while local and region­al events can expect mar­keters to pay five fig­ures to get the expo­sure they’re look­ing for.

Mar­keters that have been going after endurance sport spon­sor­ships in a big way include Pep­si­co, Nes­tle and Anheuser-Bush InBev. While IEG ana­lysts note that insur­ance com­pa­nies and finan­cial ser­vices groups are show­ing up in the endurance event spon­sor­ship mar­ket,  food com­pa­nies are far more like­ly than all oth­ers to spend their mar­ket­ing bud­gets in this way. Sports appar­el and equip­ment ven­dors and media and pub­lish­ing con­cerns are also mak­ing spon­sor­ship of endurance sports part of their mar­ket­ing foot­print.

To learn more about Sports Mar­ket­ing Respon­ders, check out the Audi­ence Inter­ests & Intent Report avail­able at the Research Store on ad​-olo​gy​.com.

[Source: Non­tra­di­tion­al Endurance Events Help Dri­ve Spon­sor­ship Fund­ing. Pro​mo​.com. 28 Nov. 2012. Web. 8 Feb. 2012]
Kathy Crosett
Kathy is the Vice Pres­i­dent of Research for Sales­Fu­el. She holds a Mas­ters in Busi­ness Admin­is­tra­tion from the Uni­ver­si­ty of Ver­mont and over­sees a staff of researchers, writ­ers and con­tent providers for Sales­Fu­el. Pre­vi­ous­ly, she was co-own­er of sev­er­al small busi­ness­es in the health care ser­vices sec­tor.