Selling packet pickup
Pre-race day packet pickup is one of the most valuable entitlements that a small race can sell to a sponsor.
Packet pickup can be conducted ANYWHERE: in a running store, a park district field house, an automobile showroom, a grocery store, the office of a charity, the lobby of an office building, or just about anywhere else.
The business or organization that hosts packet pickup will benefit by being promoted in all of the event marketing materials. Runners will be told where they can pre-register and pickup their packets. The race will then drive all of its customers to that location.
That's far, far more valuable than slapping a logo on a banner.
Hosting pre-race packet pickup is a profitable opportunity for a business or organization. Races should not give it away.
Packet pickup can be included as an entitlement in a larger sponsorship package, or it can be sold all by itself. The business or organization that wants to host packet pickup can pay a sponsorship fee.
Or, it can provide free necessities that can save the race money, like tents, generators, public announcement systems, or t-shirts.
Race directors should not treat packet pickup as something a business is giving to them. Packet pickup belongs to the race, and if the race gives it to a business, the business should pay for it.