Sports sponsorship: high cost and high impact

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Running is the trendy physical activity . We go out into the street and we find runners dressed in fluorescent lycra on every corner: in parks, near the sea, in the city centre… More than three million Spaniards practice this sport, according to the Centre for Sociological Studies (CIS) .

It is the best option for times of crisis : you don't have to pay a gym membership, nor is it necessary to buy expensive equipment, although to be an advanced user it seems that you have to buy trainers that cost more than 100 euros and space technology clothing. Most of those who practice it are over thirty (the commercial target par excellence in Spain). Running allows them to balance their work and leisure activities. They don't have to organise their schedules to meet up with a team and they can go out at any time.

Once you start, they say you get the bug, so you go dominican republic mobile database from going out for a run a couple of times a week to signing up for popular races, middle distances and, later, even marathons. At the top of the pyramid are those who sign up for international races and extreme experiences such as the Reebok Spartan Race .


When a certain level of assistance and sophistication is reached, professional management becomes necessary . And this is where sponsors come into play.

One of the biggest challenges in organizing races is finding sponsors . 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 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 .