With the spring road race season now underway, you are sure to find an event of any distance to challenge your fitness. Even though the cost of living has increased to a degree, registration fees near the cost to attend a professional sports event. For the family of four looking to run a local 5k on a Saturday or Sunday morning, shelling out $120-$150 dollars is how do you say...sticker shock. Yes, costs involved to hosting an event, (is your last event either USATF or RRCA certified including liability coverage for participant and volunteer) but as a "running consumer" paying this kind of money, you deserve more than a bagel, warm yogurt, water and a t-shirt with more logos slapped on the back than a NASCAR quarter panel.
As a race/event coordinator I value the experience not only of the participant, but the sponsor and what each receives to ensure long term relationships, not a one year extortion venture. Only so many runners will win awards for their racing effort, however everyone should come away with a "Wow" Factor. My experience has been to ensure the race is an event "For The Community, By The Community". Make this a family event as well as a competitive event with something for everyone; goodie bags with sample product from a well though out sponsor package go along way to ensure your race event retains participants. The last race/event I directed four years ago was a 5k with a Christmas flair. Each registered runner received a shoe bag, gloves, socks, high quality water bottle, technical log sleeve t-shirt and post race pasta / pizza party with drawing from sponsors; the average value for each item being $110.00. All this for $25.00, kids under age 16, $15.00. Everyone went home with something including a smile.
As a potential sponsor to running events, brand recognition, market position and possibly increased revenue from participant engagement is how the return of investment will be scrutinized. Make sure the sponsor receives true value for their dollar investment and look to create a long term partnership, not a one year deal. Hosting a sponsor event the evening before to recognize their contribution, efforts and interest is invaluable. Invite the media as special guests and make this event special for all sponsors and key community or race officials. Make sure high level sponsors are visible on all pre/post event print and digital media including social media sources. A $100 dollar contributor should not receive the same value as a $1,500.00 sponsor.
Next time you are choosing to test your competitive fitness or as a business owner have been approached by an event representative to make a financial contribution to said event, consider a business 101 ROI perspective "what's in it for me".
