TaiSPO 2018 BMW BERLIN-MARATHON" - Marathon and Sports Marketing Forum - Taiwan Trade Shows
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Running events changing with the times
–
Challenges and consequences for the
running market on the example of the
BMW BERLIN-MARATHON“
TaiSPO 2018
Marathon and Sports Marketing
Forum
March 09, 2018, Taipei
OVERVIEW
1 IMPRESSIONS
2 FACTS/ ABOUT US
CHALLENGES FOR RUNNING
3 EVENTS
4 THE RUNNING MARKET
CONSEQUENCES FOR RUNNING
5 EVENTS
2
IMPRESSIONS
IMPRESSIONS
FILM
5
OVERVIEW
1 IMPRESSIONS
2 FACTS/ ABOUT US
CHALLENGES FOR RUNNING
3 EVENTS
4 THE RUNNING MARKET
CONSEQUENCES FOR RUNNING
5 EVENTS
6
WORLD RECORDS
The World‘s fastest course
Ten world records, seven since 2001.
7
MARATHON OF THE DECADE
In 2009 the BMW BERLIN-MARATHON received
the AIMS* award “Marathon of the decade“.
*Association of International Marathons and Distance Races
8
LARGEST MARATHON IN GERMANY
One million spectators and more than 80 music bands
along the course.
The BMW BERLIN-MARATHON is under the
patronage of the German Federal Chancellor.
9
BMW BERLIN-MARATHON COURSE
• Course through the city of
Berlin
• Highly attractive and passing
all significant places of interest
• Inner city closed to traffic for
almost 8 hours
10THE BMW BERLIN-MARATHON WEEK
The BMW BERLIN-MARATHON is a four-day
event featuring multiple competitions and supporting
programs.
11OVER 58,000 PARTICIPANTS FROM 122 COUNTRIES
ABOUT 1 MILLION SPECTATORS ALONG THE COURSE
Runners 41,283 107 SCC-Skating Kids Cup
Inline Skaters 5,445 approx. 11,000 Breakfast Run
mini-MARATHON 10,010 185 Handbiker
Bambini 1,836 37 Wheelchairs
12
SCC EVENTS 2016SCC EVENTS GMBH
WE MOVE MORE THAN 185,000 PARTICIPANTS EVERY YEAR!
Organisation and execution of 20 events in the field of running, skating, swimming and
cycling in Berlin and Brandenburg
Comprehensive services: e.g. sports medicine services, corporate health
management, training groups.
57 permanent employees, 3 student assistants, 2 trainees, interns and many volunteers
13EVENT CALENDER SCC EVENTS 2018
1ST HALF YEAR
Event Date
Berlin New Year‘s Run 01 January
BERLIN VITAL expo 06 – 07 April
Berlin Half Marathon 08 April
Airfield Run 22 April
AVON Women‘s Run 26 May
GERMAN MANAGEMENT RUN 07 June
Berliner Wasserbetriebe 5 x 5 km TEAM-Relay 06 – 08 June
AOK TEAM-Relay Brandenburg 28 June
14EVENT CALENDER SCC EVENTS 2018
2ND HALF YEAR
Event Date
SwimRun Rheinsberg 01 July
adidas Runners City-Night 28 July
BERLIN VITAL expo 13 – 15 September
BMW BERLIN-MARATHON 15/16 September
Cross Days 27/28 October
New Year‘s Eve Run Berlin 31 December
Other events as co-organiser or service providers:
Velothon Berlin 13-05-2018 / BARMER Women‘s Run 23-06-2018 / SportScheck RUN BLN 26-08-2018
15ABBOTT WORLD MARATHON MAJORS
IN ICONIC CITIES
LONDON BERLIN
CHICAGO BOSTON
NEW YORK TOKYO
16ABBOTT WORLD MARATHON MAJORS
MISSION
• ABBOTT World Marathon Majors is a series of six of the largest city
marathons in the world: Tokyo, Boston, London, Berlin, Chicago and New
York
• ABBOTT World Marathon Majors has a total of about 200,000 participants
and 800,000 registrations annually
• The races are broadcasted on TV to international spectators in over 150
countries
• ABBOTT World Marathon Majors has set its goal to be a leader in the area
of professional and amateur sports worldwide and considers itself to the
Grand Slam of amateur running
17ABBOTT WORLD MARATHON MAJORS
MISSION
• “The organizers of these six events are united in their effort to advance the
sport, raise awareness of its elite athletes, and increase the level of
interest in elite racing among running enthusiasts.”
• Under the theme “Life. To the fullest” Abbott attempts to build a bridge
– from a healthier life through every day exercise, to the “queen of the
distances”: the marathon.
18ABBOTT WORLD MARATHON MAJORS
MISSION
• The AWMM is not just about elite athletes
but also honors non-elite runners who
complete all six of the AWMM races in Tokyo,
Boston, London, Berlin, Chicago and
New York City
• Medal introduced in 2016
• No. of current 6-star-finishers: about 2,700
19ABBOTT WORLD MARATHON MAJORS
KEY TOPICS
Anti-Doping:
- dealing with WADA/ NADA/IAAF
- new technologies, endeavours
- laws, own responsibilities, “blood pass“
Standards that go beyond the AIMS and IAAF gold labels
Security:
- new technologies
- new demands since 2013, administrative requirements,
athletes & spectators
Costs / Setting Pricing / Investments / Innovations:
- different models of financing the events
- visibility of the costs
Creating a brand:
- marketing - charity
20 - reputation - global communicationOVERVIEW
1 IMPRESSIONS
2 FACTS/ ABOUT US
CHALLENGES FOR RUNNING
3
EVENTS
4 THE RUNNING MARKET
CONSEQUENCES FOR RUNNING
5
EVENTS
21CHALLENGES
SECURITY CONCEPTS FOR LARGE EVENTS
22TEMPORARY ON-SITE COORDINATION POINTS
BERLIN HALFMARATHON, CHICAGO MARATHON
23UTILISATION OF TECHNOLOGY – REAL TIME MANAGEMENT 24
SECURITY CONCEPTS FOR LARGE EVENTS
SECURITY CONCEPT IN BERLIN
SCC EVENTS has
independently The Berlin Marathon Gold Standard
developed its own security concept is
security concept for over 120 pages long in Berlin
many years
25SECURITY CONCEPTS FOR LARGE EVENTS
BMW BERLIN-MARATHON
26OVERVIEW
1 IMPRESSIONS
2 FACTS/ ABOUT US
3 CHALLENGES FOR RUNNING
EVENTS
4 THE RUNNING MARKET
5 CONSEQUENCES FOR RUNNING
EVENTS
27MARKETING AND COMMUNICATION
28MEDIA COVERAGE
TV
Broadcasting
Number of Range
TV national Time
programmes (million)
(h:mm:ss)
Live-Coverage Live -Coverage
Total of spectators 16:08:01 139 59,98
3 hours 5 hours
TV International: Coverage and recaps in over 140 countries worldwide. 29
ValuMedia Report 2016MEDIA COVERAGE
PRINT
Comprehensive coverage in regional, national
and international print media.
• Total number of publications: 6,750 (national)
• Total circulation of copies: 128.74 M.
(national) 30
ValuMedia Report 2016MEDIA COVERAGE
MEDIA PARTNER
Cover, special inserts, result list
Circulation on weekends: 107,000+ copies
Reach 238,000+ readers in
Berlin/Brandenburg 31
mediaimpactMEDIA COVERAGE
RADIO
Main target group: Main target group: Main target group: Main target group:
age 20 to 49 age 40 to 59 from age 40 age 30 to 59
Listeners per hour ø Listeners per hour ø Listeners per hour ø Listeners per hour ø
Mon-Sat 6 am - 6 Mon-Sat 6 am - 6 Mon-Sat 6 am - 6 Mon-Sat 6 am - 6
pm: 109,000 pm: 113,000 pm: 176,000 pm: 52,000
32
media sales and servicesMEDIA COVERAGE
INTERNET & SOCIAL MEDIA
2,400,000+ 1,500,000+
SESSIONS USERS
9,400,000+ 88,500+
IMPRESSION LIKES ON
S FACEBOOK
33 Analytics
Google
Oct 1, 2015 – Sept 27, 2016EFFECTIVE SPONSORSHIP
BRANDING ALONG THE COURSE
Start/ leading cars, hot spots, finish carpet,
split time pylon, endless banners
34EFFECTIVE MARKETING
• Viral Marketing – Authenticity is important
• Emotional Marketing – It is key to transmit information in a positive way
- for both sides: particpants and the sponsors/partners
• Example: online pop-ups (advertising, spam) on an internet page while you
read an article versus hindersome advertising along the course while the
crowd is cheering
35EFFECTIVE SPONSORSHIP
PRINT
Logo integration on all event relevant print
material
36EFFECTIVE SPONSORSHIP
ONLINE
Logo integration on website, internet banner,
newsletter, social media
37EFFECTIVE MARKETING
PROMOTION
Participant bag, clappers, expo, promotion, VIP
tickets
38EFFECTIVE MARKETING
EXPO
Participant bag, clappers, expo, promotion, VIP
tickets
39EFFECTIVE MARKETING
INFLUENCER MARKETING
• Influencers already play a major role in helping form opinions
– for everyone
• By using the networks of influencers, one can greatly increase the marketing
reach of a brand or a company in a short time
40EFFECTIVE MARKETING
ADVANTAGES OF INFLUENCER MARKETING
Advantages:
• Cost-effective advertising options
• Transfer of marketing messages through a level of trust
• Great effect through multipliers
• Better networking by taking advantage of the influencers‘ followers
• Increased reach of the marketing efforts
41EFFECTIVE MARKETING
CUSTOMER MONITORING
• The BMW BERLIN MARATHON has a new motto for the runners every year
(2018= #berlin42)
• Every marathon in the AWMM still has its own unique profile
(e.g. Berlin:“flat, fast, unforgettable“)
• This unique profile is essensial for
customer retention and
successful marketing
42EFFECTIVE MARKETING
CUSTOMER MONITORING
• Databanks are essential not only as an administrative tool, but also to gain
information about the participants
• In addition, solid and continuous market research is necessary
• The goal is to have frequent contact with the customers, before, during
and after the event (from A-Z)
• Examples: Newsletters, prize drawings/competitions, campaigns,
websites, social media, app, charity
43EFFECTIVE MARKETING
CUSTOMER MONITORING
• Every year, a detailed survey is conducted among the participants and
spectators
• The goal is to steadily increase the reach of the brand
• There are benefits from the global effects and from the cooperation
within the AWMM
• There is already clear interaction between the measures taken by the
individual 6 marathons and the measures taken by the AWMM as an
association
44EFFECTIVE MARKETING
CUSTOMER MONITORING
• Berlin has by far the highest number of participants from abroad
• The smartphone app is now being utilized by every second visitor, and
more frequently by foreign visitors
• The social media buzz about the BERLIN MARATHON has almost tripled
compared to the previous year
• This strong growth is mainly due to Instagram posts
45TOP-10-NATIONALITIES
INCLUDING SKATERS
Germany 57%
UK 6%
Switzerland 6%
• Location of the events is crucial for marketing
USA 3%
France • Connection to public transport and
2%
Netherlands 2% international airports
Italy 2% • Berlin is waiting for the completion of the BER
Spain 2%
(new and larger international airport)
Denmark 2%
Sweden 1%
0 5,000 10,000 15,000 20,000 25,000 30,000
46
SCC EVENTS 2017DEMOGRAPHICS
PARTICIPANTS
AGE GENDER
Ø-Age: 42.5 years old • Quota of women
35% participants slightly
30% increases
Female
26%
• The shorter the courses,
18%
the more women do take
Male part
14%
74%
3%
U29 y.o. 30-39 40-49 50-59 60+ y.o.
y.o. y.o. y.o.
47
SCC EVENTS 2017RUNNING MARKET 3.0
• After experiencing two decades of increasing numbers of finishers, in 2013
a peak was reached on the US market
(overall)
• In 2015, there was a decrease of 9% in the number of finishers
(Source: USA research running group, Sports one source )
48RUNNING MARKET 3.0
• More than ever, well-established marathon events have experienced a
drastic reduction of finishers or stagnation for years
• More than ever, marathons like Abbott World Marathon Majors, but also the
Paris Marathon, are still in high demand, and when possible from an
organisational standpoint, increase their numbers of finishers
• Marathon as the „supreme discipline“ should be highlighted as such,
also from the marketing point of view
49RUNNING MARKET 3.0
CHANGING WITH THE TIMES
Charit
Individuality Myth
Goal y
Lifestyle Self-
s
Awareness
Time Communit Inspiratio Healthines
y n s
Passion
Expectation
The
s Club
Extraordinar Fitness
Religio y
n Entertainmen
t Emotio
Competitio Men/ Women n
n
50„HUNGER FOR VARIETY“ -
MULTISPORTS VS. TRADITIONAL RUNNERS
"I don't run 5Ks because I'm a runner.
I run 5Ks because I like to be fit. "
"The fun-running space is going through
a little bit of an identity crisis,"
51RUNNING MARKET 3.0
CHANGES IN THE RUNNING MARKET
• The participants‘ demands are changing
• Running market is dwindling and becoming harder to monitor
• More and more “players“ in the game: independent running communities,
employers, sporting goods companies, gyms, etc. provide services and offers
• What role do clubs and associations play now and in the future?
• The running scene is creating more and more networks of information
(newspapers, online), health, fitness
• The focus is changing from a “race for a personal best“ to an “active lifestyle“
52BERLIN VITAL FALL EXPO
STATION BERLIN
The health and fitness expo BERLIN VITAL at
the STATION Berlin: On three days more than
160 national and international exhibitors
welcome more than 95,000 visitors
53RUNNING MARKET 3.0
CHANGES IN THE RUNNING MARKET
• The entertainment-factor is playing an increasing role
• This requires a new approach
• Berlin is offering participants and spectators more experiences outside of the
race itself:
Expo, merchandising, child care, professional warm-up at the start, monitors
throughout the entire pre-start and starting area, starting block entertainment
with several moderators and fan TV
54RUNNING MARKET 3.0
ENTERTAINMENT
55RUNNING MARKET 3.0
PARTICIPANT EXPECTATIONS
• The race as an “all-
around“ experience
(=activities before and
after the race)
• Sport as a part of a
lifestyle
• High technical expect-
ations (= Simultaneous
broadcasting on social
media and other online
media)
• Entertainment at the
start, finish and along
56
the courseINNOVATION
3D COURSE ANIMATION
57OVERVIEW
1 IMPRESSIONS
2 FACTS/ ABOUT US
3 CHALLENGES FOR RUNNING
EVENTS
4 THE RUNNING MARKET
5 CONSEQUENCES FOR RUNNING
EVENTS
58CONSEQUENCES FOR THE RUNNING MARKET
ORGANISATION OF RUNNING EVENTS
• 3 large marathon races in the top 50 in the world: Hamburg, Frankfurt a.M., Berlin
• Marathon events are subject to the temporary implementation of more difficult
conditions and prerequisites than indoor events (including stadiums), which must
heed the general regulations for large gatherings
• The requirements presented by local administrations are becoming increasingly
greater (and even within Germany the requirements differ)
59CONSEQUENCES FOR THE RUNNING MARKET
ORGANISATION OF RUNNING EVENTS
• The form of organisation of events will change in the future
Specialisation and implementation of multiple areas of expertise
• Marketing: “Everyone is cooking his own little soup“ (A German phrase)
• Drastic changes in the world political situation
• Internationally, hardly anyone (only Berlin) puts on a “pure“ marathon
Tendency to include other distances in addition to the marathon
60CONSEQUENCES FOR THE RUNNING MARKET
ORGANISATION OF RUNNING EVENTS
• In the future, regulations (especially regarding safely and liability) will increase
nationwide in conjunction with the size of the event
• The danger of an event having to be cancelled entirely or in part will increase =
added costs
• There is a great responsibility for event organisers to support young talents and
top athletes from the national pool
61CONSEQUENCES FOR THE RUNNING MARKET
ORGANISATION OF RUNNING EVENTS
• Young talents from the national pool are currently being neglected, but it is a big
reason that events are attractive to sponsors, spectators, media and reporting –
a “norm discussion“ is counterproductive
• “Myth of the Marathon“: It is an obligation of event organisers to further the
development of the idea that the marathon is the king of popular running sports
62RUNNING MARKET 3.0
CHANGES IN THE RUNNING MARKET
• The Asian market is just forming, and there is more potential for expansion and
growth there
• International elite sports
• Marketing and financing will become increasingly more difficult
GOAL: events should be able to pay for themselves through the participant
fees, the sponsor money should be “on top“
• Running series/partnerships = create and profit from synergies
• Asian marathon league, IAAF marathon league and more running series are
counterproductive as they dilute the market
63RUNNING MARKET 3.0
The 25 largest marathons in 2016
DATE VENUE Finisher
06 NOV TCS New York City 51360 02 JAN Xiamen International 19980
03 APR Schneider Electric Paris 41708 10 JAN Walt Disney World 19838
09 OCT Bank of America Chicago 40608 30 OCT Marine Corps 19724
24 APR Virgin Money London 39072 13 MAR Nagoya Women's 19112
28 FEB Tokyo International 36150 20 NOV Kobe 18814
25 SEP BMW Berlin* 35999 13 MAR Zurich Barcelona 16920
30 OCT Osaka 29431 30 OCT SSE Airtricity Dublin 16812
18 APR Boston 26606 20 NOV Valencia Trinidad Alfonso 15832
28 AUG Ciudad de Mexico 22748 07 DEC Shonan International 15667
13 MAR Yokohama 22594 10 JAN Nanohana 14927
14 FEB Skechers Performance LA 20617 21 FEB Kyoto 14869
11 DEC Honolulu 20222 04 DEC Naha 14138
20 MAR Itabashi City 13935
*39.101 finisher in 2017
89. 18 DEC Taipei 5560
64RUNNING MARKET 3.0
AWMM AGE GROUP RANKING
• New AWMM age group ranking installed starting in 2018
• Within the AWMM series, participants in the mass races can now earn points
throughout the year
• Within each appropriate age group, points are collected for every run;
the age-group winners are determined after the last run of the series
• This creates another incentive to be part of the AWMM family
65OUTLOOK AND CONCLUSION
• The percentage of women participants is growing
• Lists of best times no longer play a role
• Multisports will become a key element over the next few years of sporting
events
66OUTLOOK AND CONCLUSIONS
• There is a tendency for people to now avoid large events
• Consequence: only safe events will be successful in the long run
• What we have learned from the Abbott WMM: It is good for top athletes,
amateurs, sponsors and spectators when elite sport and sport for the general
public are combined
• In the future, it will be essential for a successful event to have:
1. International top athletes
2. A “national colour“
3. An interesting, moving, and well-told story relating to the race
67OUTLOOK AND CONCLUSIONS
Building blocks
for a successful
event
Running
Community Series Marketing Standards
Experience
Emotional Connection Associations between Anti-Doping Event Character
Communication running event
Security Additional Distances
Channels organisers, creating
synergies Markting / Costs Innovations
Additional Offers
6869
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