UKSA’s Year in Sponsorship: Part 3 - Sponsorship for the Masses

Many leading events involved a strong charitable component – as illustrated by Massive’s annual analysis of the sector. But this doesn't detract from the opportunity that mass participation presents for commercial sponsors. Over the years, the likes of BUPA, Virgin and Tesco have all enjoyed the benefits that flow out of supporting such events. And as of 2021, Nissan also became a convert – using its association with the Great Run Series to promote its shift to EVs.

Pre-pandemic, the UKSA team published a feature in which we outlined some of the key reasons why sponsors should consider entering this space. Many of these still hold today – though if anything the sector holds even greater appeal now that things are returning to normal. Not only are people desperate to get outdoors and engage in exciting community-based activities, but agencies and event organisers have had a couple of years to work on innovations. The entry of business solutions providers like Tata Consultancy Services into mass participation is also transforming the sector from a technological point of view.

Of course, it’s one thing to be told why mass participation events are powerful communications platforms, it’s another to know how to get involved. So building on UKSA’s last report, the following is a selection of some of UK’s key players – with a summary of the major activities they are involved with.

London Marathon Events: The London Marathon is just one of the events organised by LME. For the more aquatically minded there is Swim Serpentine while there is also the revamped RideLondon for cyclists. Recognising that not everyone can hack a 26-mile slog, LME also orchestrates shorter running events which are sponsored by Vitality. These include the family-focused Vitality Westminster Mile and the slightly more hardcore Vitality London 10,000.

Massive: Massive is an agency that is focused on the design, development and delivery of mass participation events. It also provides an interesting annual insight into charity-backed events, which can be found on its website. From bespoke research to campaign strategy, product innovation to project management support, Massive’s goal is to help clients put on the best possible event. For example, the company helped KPMG put on a series of walking events to re-engage with their staff after the Covid-19 lockdown. 2000 employees took part raising fund for the company’s partner charity NSPCC in the process.

Human Race: Owned by ASO, the company behind the Tour De France, Human Race puts on around 30 events each year in triathlon, cycling, running and duathlon. Examples include Cancer Research UK, London Winter Run, Manchester Marathon, Royal Windsor Triathlon, Dragon Ride and L’Etape UK. The company also specialises in delivering bespoke corporate events. Human Race works with a variety of celebrities and sports stars that support its events, including Victoria Pendleton, Dame Jessica Ennis-Hill and Jonny Wilkinson.

Limelight Sports: Another agency, Limelight Sports is one of the best-known names in the mass participation sector. Over the years it has worked with the likes of Nike, RBC, Team GB and the Royal Parks Half Marathon. Limelight has created a model which it calls Active World Intelligence to help its clients create and activate mass participation events. This model, says Limelight, “combines insight, strategy and development to create commercial impact, grow audiences and enhance brand awareness through active engagement.”

Great Run Series: Echoing the story at LME, the Great Run Series is perhaps best known for the iconic Great North Run. But the Great Run franchise actually encompasses a range of high-profile running events up and down the UK. It has also expanded into swimming with its Great Swim brand. As with most of the major mass participation series, GRS used the pandemic as an opportunity to try and expand its community engagement across the entire year. For example, it has created Great Run Solo virtual running challenges to help keep people moving and prepare them for the next round of events. As referenced above, Nissan came on board as official automotive provider in 2021.

Threshold Sports: Sports marketing agency Threshold’s goal is to help people realise their potential through world-class events. Whether it’s walking 5km, cycling the length of the UK or summiting Kilimanjaro, Threshold’s range of activities cover the public, corporate and charity sectors. In 2022, for example, it was a finalist in the UKSA Mass Participation Category for its work on Heineken Race to the Castle. Other clients it has worked with include Diageo, RBS, Vodafone and Samsung. The agency also organised Macmillan Might Hikes, a series of eight events that involved more than 18000 participants.

Skyline Events: Skyline is a full-service fundraising events agency that works behind the scenes to deliver events for inspiring causes. With over 28 years’ experience, it has raised over £130m for more than 3,000 UK charities. The company’s highest profile events include Shelter’s Vertical Rush and Urban Rush series, London’s largest Santa Run and the London to Brighton cycle ride. It operates bespoke and open events in more than 20 countries, such as the Great Wall of China Trek, London to Paris Cycle and the Sahara Desert trek.

IMG: Mega-agency IMG owns, operates and commercially represents a broad range of events that influence every facet of culture, with a particular focus on sports, fashion and entertainment. Global in focus, IMG’s portfolio of events includes triathlons such as the iconic Escape from Alcatraz Triathlon. Amongst running events are the Kieser Great Ocean Road Running Festival and Nike Melbourne Marathon in Australia. Strengths of working with Endeavor-owned IMG include its global footprint and the fact it has strong talent and entertainment relationships, meaning powerful ways of activating events.

Tough Mudder: One of the most eye-catching recent additions to the mass participation family has been Tough Mudder, which describes itself as a “community built on teamwork and overcoming obstacles”. Tough Mudder runs a range of obstacle-based events ranging from 5K to 100 miles. There’s even an event for kids, which is sponsored by Lidl (The ‘Lidl Mudder’). Although it is a global franchise, there is range of events across the UK throughout the year. There’s also scope to take part in an elite event in the US in November 2022. Pre-pandemic, Tough Mudder was a finalist at the UKSA Sponsorship Award for its work with Samsung and M&C Saatchi Sport & Entertainment. Anyone interested in obstacle courses should also check out Spartan Races.

Red Bull: Innovative energy drink brand Red Bull is well-known for its association with F1 and its numerous action sports activities. It’s also the organiser of Wings for Life World Run, in which runners (and also wheelchair users) compete simultaneously around the world, running as far as they can before a moving finish line - the Catcher Car - overtakes them. The event involved 160,000 participants in 2022 and raised around $5m for charity. Red Bull also has an open water swimming event called Neptune Steps (on hold during the pandemic).

Final Thoughts:

This is not intended as a comprehensive directory. There are scores of rights holders, federations, agencies, charities, brands and public organisations involved in the UK’s vibrant mass participation scene. Anyone not included in this list could contact Rosemary Sarginson (rosie@sponsorship-awards.co.uk) with a news story or consider entering their work in the 2023 Awards. Some of the more exciting organisations to have entered this category include Pride and Artichoke Trust. Agency PHA Marketing almost made the UKSA shortlist in 2019 for its work with Simplyhealth and Great Run Series. It’s also worth checking out the work of Parallel, which has created a “fully accessible and all-inclusive mass participation push/run event”.

Also, it would be wrong to suggest that the mass participation sector is fully recovered from the impact of Covid-19 crisis. This blog from Mass Participation World’s Chris Robb gives a good idea of the challenges the sector faces.

Interested in entering the UK Sponsorship Awards? The 2023 edition of this prestigious annual event will open for entries at the end of summer 2022. There is a dedicated category for Mass Participation Sponsorship. For more details on the awards event and how to enter, visit the official UKSA website or email info@sponsorship-awards.co.uk.