Leveraging South Africans' enthusiasm as a sport-loving nation to bolster their support for these events, Proudly South Africa's marketing initiatives are set to play a crucial role in enhancing sporting organisations' revenue streams in future.
Running for the 78th time this year, the Comrades Marathon is the oldest marathon of its kind in the world. As the largest and certainly most prestigious road race and athletic event in South Africa, it is also the single most important revenue generating sporting event for the Pietermaritzburg-Durban region. Each year, it contributes between R40 to R50 million to the region. As these earnings are wholly dependent on the income from the 16 000 runners' entry fees (at R110 each), cash and contributions however, the ongoing support of the 45 000 odd visitors, sponsors and other official suppliers' are therefor crucial to maintaining funding for this event.
By promoting the race's proudly South African roots through its new Proudly South African status, this affiliation will greatly assist the Comrades Marathon Association in growing their local support base. In addition, it will also enable the Association to promote the race's rich heritage and brand name internationally, which has attracted over 2000 overseas runners last year.
Says Comrades Chief Executive, John van den Aardweg, "The Comrades Marathon is widely regarded as the most significant ultra-marathon road race in the world, whilst certainly being one of the most inclusive sporting events in South Africa. "As a proudly South African race, the decision to become associated with the campaign therefore came about as a natural progression of the Association's proudly shared values and objectives with the campaign."
"Not only a South African sporting institution, but the only truly South African sporting event, the Comrades Marathon has become an icon of road running," says Martin Feinstein, Chief Executive of the Proudly South African campaign. "With the immense social impact that this event has on runners, their families, communities, local residents and charities, the Proudly South African campaign is proud to be associated with this event and being able to give it our support," he concludes.
While the statistics on this year's number of participants will only become available after 15 May, the Comrades Marathon Association anticipates a definite increase in entries. To enhance the race's marketing efforts in attracting an even bigger audience, the Association will reflect its Proudly South African status through all entry forms, posters, publications and on the website.
For more information, please visit www.comrades.com.
