21km , whereas , for example , a 20 % discount voucher on any ASICS shoes purchased from Totalsports , will offer genuine value to the runner , turnover and profit for both sponsors , and increased entry numbers for the event . More runners means greater sponsor interaction and awareness , and more media coverage , and thus the marketing circle is not only complete , but spiralling upwards on a positive projection !
The Absa RUN YOUR CITY Series has helped show that highways can be used for races
African races , like the Absa RUN YOUR CITY Series and Nelson Mandela Bay events . However , the insistence of events like Two Oceans , Comrades and others to finish inside a venue may reflect a lack of understanding by authorities , stakeholders and community , that ownership and cooperation , rather than control issues , are the building blocks of ‘ big city ’ events .
The success of world events lives in the entire city ‘ owning ’ the race , and appreciating the numerous marketing , financial and community-building gains that come with them . I think that parts of the Cape Town Marathon route still need to adopt and accept this role , as some residents continue to use parking where no-stopping signs are erected , and then open vehicle doors or try to drive off while wheelchairs race past at more than 40km per hour !
Of course , the organisation of this year ’ s Cape Town Marathon was not without flaw … but no event ever is . Some basics , such as the disproportionate quantity of sponsor product versus water , almost insignificant kilometre markers , personal drinks tables , and the lack of a clock at the new finish line ( which many runners mistook as branding , because the finish differed from previous years , and the Saturday ’ s 10km and trail races still used that old finish point ).
The Unique X Factor
That also highlighted that the 10km race cannot continue as the ‘ poor stepdaughter ’ of the main event marathon , but rather requires its own unique route , incentives and features that entice top runners and social joggers alike to participate and create a special celebration . These events are marketed as features , and should live up to that status , whereas sending 6000 poorly-seeded runners and walkers in bulk groups along a cluttered promenade that already features in many local races as well , really doesn ’ t cut it .
Avenue , Moses Mabhida and the Durban promenade are converted from potential features to mere mundane markers . By comparison , the numbers attracted to this year ’ s Absa RUN YOUR CITY 10K in Johannesburg , which utilised not only a city centre venue , but also the upper M1 inner city elevated freeway , offered something unique , and resulted in the event attracting 14,000 runners willing to travel and pay for the opportunity .
Closing the Circle
Now let ’ s move to another event . Recently , the Totalsports Two Oceans Marathon opened its entries , with the organisers expecting 16,000 in the 21km and 13,000 in the 56km . The event has previously only achieved these figures in its special 50th anniversary year in 2019 , and if achieved next year will be totally out of sync with current World and South African trends . Budgeting and implementing on such figures risks an even higher loss than the R3 million the event recorded in 2022 .
The announcement on the eve of the public entry period that ASICS will join Totalsports as a major sponsor generates hope , although the impact on the average runner is yet to be disclosed . For example , ASICS simply producing the event T-shirt will have little impact on cash-strapped entrants , who still face a R753 investment for the 56km , or R390 for the
The author feels that the Kings Park district in Durban is overused to the point of boredom
And don ’ t just stop there … Create a meaningful incentive with a new tourism sponsor . Book your travel and accommodation by a certain date and qualify for meaningful discounts off flights , car rental or hotel rooms . After all , the cost of Two Oceans for their two largest entry sources of Gauteng and KZN runners is considerable . An airfare from Gauteng , a minimum of two nights ’ accommodation , transport , meals and other costs can easily see an additional R8000 added to that entry fee . So , a buy two , get three nights of accommodation special , or a 30 % discount on airfares from a partnered airline , would not only assist runners , but would fill sponsors ’ seats and beds , and also bring the event greater numbers , who generate greater vibe and interest for cashflow . It ’ s a win-win-win-win situation … but this kind of thing needs to be introduced when entries are still open .
Calendar Confusion
Meanwhile , the 2023 provincial fixture lists issued by the various athletics provinces contain multiple clashes as the provincial athletics bodies continue to struggle with shoehorning an ever-increasing number of fixtures into a 52-weekend year ( or less , as some provinces shut down for the year-end months ). The problem is still worse when one overlays the 17 provincial lists for 2023 . It ’ s not simply a clash of local club races , but major events around the country that usually attract significant out-of-province numbers now find themselves clashing . This can result in several events becoming financially unviable , sponsors failing to get the desired return on investment , and the commencement of a downward spiral .
This is further aggravated by restricted qualification periods for the big ultras , which sees many clubs trying to capitalise by hosting marathons in a limited window from January to early May . Let ’ s go back to the KZN example . Over and above the use of one venue in Durban for 18 races in 35 weeks , there are
A feature of big city events is that race weekend is a unique opportunity for runners to race in areas or on roads that may not be available for racing on other days . This increases the wow factor , which in turn grows participation , vibe and community support … but this is something most South African cities have failed to grasp . That ’ s why , for example , Masabalala Yenga Ave in Durban is overused to the point of boredom .
Imagine that there are 18 races a year starting and finishing in the Kings Park Athletics Stadium precinct in 35 weeks , which means that Masabalala Yenga
Images : Charles Ndou , Tobias Ginsberg
32 ISSUE 155 | www . modernathlete . co . za