Endurance Events Attracting Sponsorship Dollars

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​-ology​.com.

[Source: Nontraditional Endurance Events Help Drive Sponsorship Funding. Promo​.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.