Sponsor activation
The Bank of America Chicago Marathon closed registration nearly six months before race day, when entries reached 40,000.
Some charities purchased blocs of entries and made some available after the cutoff date - to runners who would raise funds for the cause.
Hinckley Springs, the official water company of the race, is doing something similar. It is offering free entries to runners who sign up for water delivery. That's a good way to activate a sponsorship.
The Hinckley representative who spoke at our February race director training said he measured return on investment by how many delivery contracts were signed.
Remember, it's not always about logos and signage.
Posted in Money