This past weekend, I had the pleasure (and I mean it) of running the ING New York City Marathon. I must say that for my first marathon, I was honored to participate in a race known by many as the “best of its kind.” I shared 26.2 miles with international runners, professional athletes, hobbyists and novices alike, many fundraising for worthy non-profits of choice. Getting high fives and cheers from Brooklyn through Central Park, it was energizing to see such support from complete strangers wanting all of us to succeed.
As the photo suggests, I take my job as a public relations professional very seriously. I fielded a number of calls while trotting through the boroughs, and actually secured two new clients during mile 18. Not really. (I will say that my race partner Jackie and I ranked among few phone-and-camera carrying runners, but it was worth it hearing my family’s voice.) From a business perspective, I did inevitably look at the marathon through PR eyes at times, particularly the corporate sponsorships involved.
When done correctly, sponsorships place your organization directly in front of target audiences while helping a great event or cause. Some ING NYC Marathon sponsors did an excellent job of this. Gatorade and PowerBar/PowerBar Gel, products of runners worldwide, ranked among “biggest lifesaver” sponsors in my book. The strategically placed hydration and miraculous calorie-gel packets kept me from being scraped off the asphalt. Timex clocks could be seen throughout the race, while Dunkin’ Donuts coffee and promotional beanies kept runners warm before the start. UPS was an unexpected sponsor, providing complimentary delivery service of runners’ gear from start to finish line.
Pasta maker Barilla was another major sponsor, specifically of the pre-race dinner Saturday evening. People who are nuts enough to run 26.2 miles surely need carbohydrates; therefore the Barilla sponsorship was brilliant. Aside from notably long lines (a no-no for people trying to avoid pre-race foot pain), the company made a respectable attempt at setting a mood and generating excitement at the dinner, located at Tavern on the Green. I received a swag bag with dry pasta at the entrance, which featured a red carpet and Barilla-logo backdrop.
As a runner, I would absolutely participate in this event again. I can say this now that soreness has subsided. As a PR professional, I am more inspired to recommend beneficial and creative sponsorships that help organizations connect with target audiences. Thanks ING and the New York Road Runners organization for a great race!
Allison rocked it out!!! We’re all so proud of this Kidd. 🙂