Organizing races is finding sponsors

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First, to obtain funding and, second, because a race sponsored by a major brand is more attractive to runners.

For companies, sports sponsorship helps them improve their corporate image: they reaffirm their values ​​and interact with their public. Some races are part of the brand strategy of companies such as Nike (San Silvestre Vallecana). With these sponsorships, companies obtain benefits in terms of advertising and public image .

That is why there are more and more companies brazil email list willing to finance these types of events. The brands most involved in these sponsorships tend to be those traditionally involved in sport, such as Coca-Cola . Also, logically, sports equipment brands such as Adidas or Asics . In addition, it is common to find sponsorships from financial entities such as Ibercaja or Banco Sant Ander in the races , even companies that in principle have nothing to do with the sector, but do not want to miss these massive spectacles such as Caldos Aneto , Central Lechera Asturiana , La Masía oil , Oysho or the magazine Hola .

But it is not a good idea to get carried away by the hype of new things. Sponsorship must be part of a global communication strategy . The company must create or consolidate an image that is consistent with its identity . A mismatch between the image of the event and the image of the brand generates damaging effects.

That's why choosing the event is so important and it's worth asking yourself questions . Does the event have a clean image? Is the activity strongly associated with other sponsors? Can sponsorship generate sales? Are the participants our target audience?

And we cannot ignore the disadvantages of sports sponsorship, especially its high cost, but also the saturation of this type of event and of co-sponsors in the same event. Choosing the event we sponsor well is not enough. We must also exploit our sponsorship : it may be advisable to carry out a media campaign, PR actions or promotional actions for the event.