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Sports Marketing: Running/Jogging Event. Kavitha Balachandran Lindsay Bond Leslie Espy Jessica Holmes Jon McKeeman Eowyn Turner. Current State of the Sport. 10.5 million frequent runners in the US Avg. age of runners has increased slightly in the past few years

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Sports marketing running jogging event l.jpg

Sports Marketing:Running/Jogging Event

Kavitha Balachandran

Lindsay Bond

Leslie Espy

Jessica Holmes

Jon McKeeman

Eowyn Turner


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Current State of the Sport

  • 10.5 million frequent runners in the US

  • Avg. age of runners has increased slightly in the past few years

  • Between 1993 and 2003 there was a 60% increase in the number of runners who participated in road races


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Current State of the Sport

  • Decrease in participation in shorter races caused by:

    • Lack of unique, original events

    • Majority of events focused on fundraising and not on the athletes


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Puma Presents the St. Louis Street Scramble

  • 2.5 mi race

  • 5 athletic obstacles

  • 100 of the Nation’s Top High School Runners

  • $7000 in scholarship money

    not your ordinary race…


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Event Details

  • Also featuring:

    • Open Division race

    • Pre-race nutrition seminar and footwear/apparel expo

    • Post-race street festival

      • Music

      • Booths and exhibits by sponsors

      • Puma fashion show


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Course Map

Finish

Course Map: Part 1

Start

Course Map

Course Map

Finish

Finish

Start

Start

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Course Map: Part 2

Finish

Start

1


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Sponsors

Title Sponsor

Other Participating Sponsors


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Puma: Internal Leveraging

  • Best salespeople chosen to attend the Street Scramble

  • Entered into a drawing to win tickets

    • Hockey, baseball, and football

    • 1st place (1): 2 tickets to each sport

    • 2nd place (5): 2 tickets to 2 sports

    • 3rd place (10): 2 tickets to 1 sport


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Puma: External Leveraging

  • Running Scholarships

  • Top 3 girls and top 3 guys

    • 1st place: $2000

    • 2nd place: $1000

    • 3rd place: $500


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Puma

  • Running shoes and sports apparel on sale

    • Pre-registration gives $5 off apparel and $10 off shoes

    • Coupons must be used that day

  • Fashion show

  • Amateur running program assistance

  • Running shoe assistance


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Panera Bread

  • Nutritional advice

    • Advice for healthy eating at Panera

    • General nutrition advice aimed at runners


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Apple

  • iPod

    • Sponsoring the graphics and technology used to track runners in the city

    • iPod shuffles for runners to use during the race


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Nalgene

  • Selling bottles before and after the race

    • Nalgene logo

    • Race’s logo


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Gatorade

  • Dispensing water during the race

  • Providing Gatorade after the event

    • Assorted flavors

    • New Lemonade flavor


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Media Rights

  • MTV selected to receive media rights

  • Mindset of MTV fits into concept of our race

  • MTV can also make shows relating to the race to increase interest

  • Reaches our demographic of reigniting younger interest in the sport


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Media Rights

  • Sponsor Benefits for pairing up with MTV

    • Puma fashion show will get even more ratings

    • iPod and MTV are both about music

  • The MTV media right will link our sport, fashion, and music to create and event that fits together to create interest for our target


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Television Graphics





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Poster

not your ordinary race.

not your ordinary race.


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Print Advertisement

Watch the

nations’ top

high school

runners test their prowess in the streets of

St. Louis.

Find out who makes it to the winner’s

circle on ESPN2

at 2 pm on

August 6, 2005.

Watch the

nations’ top

high school

runners test their prowess in the streets of

St. Louis.

Find out who makes it to the winner’s

circle on MTV

at 2 pm on

August 6, 2005.

It’s the ultimate

obstacle course.

It’s the ultimate

obstacle course.

not your

ordinary race

not your

ordinary race

www.pumastreetscramble.com

www.pumastreetscramble.com

9



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