How brands win on race day
An overview of how brands have tapped into the popularity, hype and community around Australia’s major event running season
Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.
You’re invited to the Seattle Seahawks Networking Breakfast in Melbourne
TGI Sport are working with the Seattle Seahawks to bring their first ever Watch Party to Melbourne on Monday 3rd November.
As part of the event, they’re hosting an industry breakfast that morning at the Hickens Hotel in Melbourne’s CBD. The networking breakfast will go from 9am to 10am, with industry leaders, NFL Australia and the Seahawks International team, as well as Ben Graham and Seahawks legend, Earl Thomas in attendance!
The official watch party kicks off at 10am to the general public, with the Seahawks vs Commanders game live on the big screen, as well as half time entertainment and American style food and beverages!
Spaces are limited for the VIP breakfast, so please RSVP by Tuesday 28th October to Charlie King: cking@tgisport.com.au.
*Can’t make it to the VIP breakfast but would like to attend the Watch Party from 10am? Register here
Tennis Australia announced Bupa as the Official Healthcare Partner and Digital Health Partner of the Australian Open and the Supporting Partner of All Abilities Day (held during the AO)
Melbourne Renegades and Liberty extended their long-standing partnership into 7th year which will see the brand continue as the club’s Principal Partner - its branding will remain on the front of both BBL and WBBL playing and training kits
National Storage renewed its partnership with Brisbane Heat via a new 2-year deal which will see the relationship go past the 10-year mark, making the association one of the longest of any current sponsor in the Big Bash
Hungry Jack’s became the Official QSR partner of the WNBL - The partnership will celebrate the incredible athletes, elevate fan experiences across the country, and further inspire the next generation of young women to dream big both on and off the court
AAMI (Suncorp Group) became the Official General Insurance Partner of the WNBL - the pair will collaborate on initiatives designed to celebrate the next generation of athletes and enhance the fan experience both on and off the court
WNBL secured a partnership extension with Ford (Major Partner and Official Automotive Partner for this season and the 26/27 season) which will “continue to drive the pathway from grassroots to elite competition”
Engie extended its partnership with Melbourne United and will continue to feature on the Clubs jerseys
Melbourne United will continue to promote the 'You won’t miss a moment if you DrinkWise’ campaign thanks to a partnership extension between the two parties
Sydney FC and Good Drinks Australia entered into major new partnership - San Miguel taking centre stage as the club’s Official Beer for the next 2 seasons and will be given naming rights to the Sky Blues brand new podcast ‘We Are Sydney – The Sydney FC Podcast’
Tyrepower joined Melbourne Victory as an Official Partner - the 3 year deal marks its first partnership in football and it will see the brand feature prominently on matchdays at AAMI Park
JD Sports extended its partnership with Western Sydney Wanderers FC for another 2 seasons
Clean energy leader 1KOMMA5° Adelaide was announced as Adelaide United’s A-League Men’s Away Front of Shirt Partner for the 2025/26 season
Fremantle Dockers and RAC renewed their long-standing partnership - the 3-year extension will see expanded RAC branding across both AFL and AFLW coaching apparel from the 2026 seasons, representation on Club media backdrops, enhanced match day activations, and a strengthened focus on youth education and community programs
Pat Cummins features in a new campaign in partnership with Gillette and Movember which aims to raise awareness about men’s mental health - the clip below has received 1.4m+ views already on his Instagram account and is rolling out across broadcast, digital and social platforms
Intrepid Travel is set to become a prominent feature on the back of North Melbourne’s AFL and AFLW guernseys for the 2026 and 2027 seasons thanks to a 2-year partnership extension with the club
Melbourne Storm welcomed DebtManagers as the Club’s new Community Partner which will support the continued growth and impact of the Storm Waka School Holiday Program
Adelaide United announced proud South Australian brand South Ave as the Club’s Official Seltzer & Vodka Partner for the 2025/26 season - the brand will integrate into the matchday experience at Coopers Stadium, and will supply its range of zero-sugar, full-flavour seltzers across corporate facilities
Queensland Rugby Union secured a partnership extension with Rivernet Communications which will remain the Official IT and Technology Partner for the next 3 years
Nedd Brockmann’s “Nedd’s Uncomfortable Challenge” initiative launched with a suite of new (e.g. Defender and Boost Mobile) and renewed/existing (e.g Puma) blue chip partners - a number of high profile sports stars (e.g. Mary Fowler) have shown their support and so far $600k+ has been raised to support those experiencing homelessness in Australia/ for We Are Mobilise
North Melbourne FC became Australia’s first B Corp Certified sporting organisation (B Corps are for-profit companies that are independently verified by B Lab for meeting high standards of social and environmental performance, accountability, and transparency)
AFL launched its own Roblox experience that will connect fans and players alike on one of the biggest gaming platforms globally
Cricket Australia and Westpac launched ‘Her Game Grows’, an initiative designed to inspire more women and girls to play, lead and connect through cricket
NBL announced that games and content will be made available on the NBA App and NBA TV - fans from the U.S. and Canada will be able to watch NBL games throughout the season
Kangaroos players linked up with the LA Rams at Wembley Stadium in London for a jersey exchange
English rapper Tinie Tempah dropped in for a meet & greet with the Brisbane Lions ahead of his performance at Fridayz
South Sydney Rabbitohs launched the ‘Rabbitohs Institute of Personal Training, powered by the Australian Institute of Fitness’ - the collaboration delivers a unique pathway for aspiring fitness professionals to gain a nationally recognised certificate in fitness in an elite sporting environment
According to Brand Finance Australia, the Penrith Panthers ($129m) have taken over as the most valuable sports club in Australia, outranking Collingwood FC ($127m) and Brisbane Broncos ($120m)
Nine and the NHL announced a new media partnership that will see 9GO! broadcast a live NHL game every Saturday morning throughout the 2025/26 regular season (delivering 21 regular-season games in total)
It’s being reported that India will be the host of the 2030 Commonwealth Games
Sydney is set to host the men’s and women’s Water Polo World Cup Finals in 2026
Guest Writer: Chlöe Cripps
Chlöe has spent the past six years at Mediahub and the past 4 years leading media planning and strategy for New Balance across EMEA and APAC. She played a pivotal role in launching the brand’s We Got Now and Run Your Way campaign across multiple European markets, before bringing that experience down-under. With a passion for sports marketing, Chlöe is especially interested in the evolving cultural role of sport - where it’s no longer just about the big tentpole moments, but the mini moments, everyday rituals, and adjacent stories that shape the culture around it.
Today Chlöe provides insights into how brands have tapped into the popularity, hype and community around Australia’s major event running season.
Enjoy the read!
How brands win on race day
The peak of the race season has just wrapped up in Australia - kicking off with the Gold Coast Marathon in July, hitting a historic high in August as Sydney debuted as a world major, and wrapping with Perth and Melbourne Marathons earlier this month.
This year felt like a defining moment for race days and just how far the sport has come.
Sydney debuted as a Major, drawing in a crowd of 35,000 from more than 150 countries
A record breaking 50,000 runners took part in the Nike Melbourne Marathon Festival
90,000 took part in city2surf, despite the rain!
Race days have always been ways of celebrating athletic ability and determination, but over the past couple of years they’ve become a whole spectacle, solidifying their place as tentpole moments in Australia’s sporting calendar.
Brands have been quick to set the tone - tapping into the hype, culture and community built around the races. Here’s a look back at some of the best marketing plays from this running season (and some inspiration for next year and non-running events).
So how did brands win across the race season?
Run clubs are becoming media powerhouses
Run clubs are no longer only about pounding the pavement before or after work, they’ve become content engines. From weekly consistent run recaps, brand collaborations and deeply engaged communities, they’re building ecosystems that rival (and maybe outpacing) traditional publications and content creators.
Run clubs were the facilitators of community and brands were not going to miss out:
New Balance x Unofficial partnered across the whole season - from a Messina collaboration that kicked things off, to hosting the biggest shakeout run before Sydney’s Marathon debut. Unofficial created a constant steam of content that turned the partnership into a whole campaign
Adidas x Furies staged the ‘Set It Off’ street race ahead of the Sydney Marathon - a very Sydney-centric race that leaned on local knowledge to navigate and win. Followed by an after-party.
Run clubs are filling a space that traditional digital publishers aren’t – blending cultural creds with access to communities.
Related: How brands are leveraging the rapid rise of run clubs
For brands to think about: Communities are being built online in spaces beyond run clubs - book clubs, supper clubs, dating communities - how can brands learn from run clubs and turn to these growing media platforms to connect with engaged audiences.
You-had-to-be-there-media
Some of the season’s smartest marketing tactics weren’t about reach, but FOMO and exclusivity. Creating media touchpoints you could only experience if you were actually there!
Tempo Journal launched its first ever print edition, which was distributed across branded pop-ups over the weekend. It turned an outdated media format into something rare, which could be taken home as a keep-sake.
Nike handed out flowers the day before the Sydney Marathon, mirroring how professional athletes are rewarded post event. Instead, this time the focus was different: the everyday runner as the hero, placed firmly at the centre of attention.
These marketing tactics are a flex because people can prove they were there. If activated correctly, and in a way that’s meaningful to the audience they can earn an unfair share of attention on social media.
Low involvement brands making themselves relevant
In low involvement categories, an effective way to cut through is by connecting to passion points to make yourself relevant.
Bref…a toilet cleaner did just this. It’s their second year sponsoring city2surf - city2surf is the biggest fun run, and Bref is making runs fun. Handing out products at the expo, leaning into runners nervous conversations and even setting up a ‘poo-dium’ in 2024. They tapped into humor, they had a role and they made a low-involvement brand unexpectedly relevant.
For brands to think about: Sport environments aren’t just for sport brands. Could your brand tap into conversations already happening around the moment to make yourself matter?
Spectators are as big a part of race day as the runners
What’s the biggest difference between any other run and a race day? The spectators! Sydney Marathon drew in 300,000 spectators, breaking all previous records!
Spectators bring the sidelines to life, they’re the ones producing and sharing content on the day. This has been owned by Nike at other majors but they were quiet around Sydney.
lululemon showed up for the spectators at the Sydney Marathon! Allowing spectators to come to their pop up on Pitt Street to personalise signs, helping people celebrate their friends and creating their own media format in the process and gaining earned attention in race day content from the sidelines.
Related: How sports retail brands got active around the Sydney Marathon
For brands to think about: Spectators are amplifiers - they’re the ones creating the stories from the sidelines. Tap into the rhythms and rituals they’re involved in, tap in through unexpected ways and they’ll create content on your behalf
Pop-ups, event spaces and IRL experiences
The phrase ‘Race Weeks are the New Fashion Weeks for brands’ has been thrown around in marketing, and it’s true. Race Week has created a new opportunity for brands to showcase exactly who they are, who they want you to believe they are, and build community around that. A chance for brands to showcase product, purpose and most importantly for people to capture content.
Sydney was overflowing with branded pop-ups across marathon weekend.
On x Runna took over Machine Hall in the city with On Soft Hub - offering free coffee, a wall where you could write your ‘Soft Wins’ and an opportunity to try on their all new Cloudstrike 3D printed shoe.
Tracksmith x Up There Athletics pop-up in Paddington - offering in store exclusive merch commemorating the debut Marathon Major, community events, personalised race items that people want - hoodies with hand selected badges stitched onto them and posters with your race time stamped on to it.
lululemon Clubhouse in Cargo Hall - with everything a marathon finisher could want - ice baths, hydration & food, medal engraving, live music and an opportunity to connect with other marathon runners
Mascots running marathons
When your budgets don’t stretch to having grand pop-up’s you have to get creative! Both Better Beer and hydration brand Hyro stole attention on race days, getting their mascot seen the whole way along the 42.2km course.
Both mascot marathon runners broke records, sparked conversations and one even was picked up by 9 news - delivering the brand huge earned impressions and attention!
It wasn’t just mascots attracting attention..
Jason Hunt ran the Melbourne Marathon in 2:38:21— in a custom, three-piece InStitchu suit to raise money for Movember.
For brands to think about: You don’t need massive budgets to create talkability, sometimes crazy ideas are the best ones that will help you find the spotlight
Pick a moment and own it
Nike was suspiciously quiet around the Gold Coast and Sydney Marathon, a couple of OOH panels but no big, extravagant campaign which we would have expected… that’s because they held back for the running Festival they sponsor in Melbourne in October.
Their tailored creative is what sets them apart from other brands around these moments. Their ad copy is relatable, unmissable and distinctively Nike.
Having naming rights to the major event ensured high visibility…
For brands to think about: Don’t try to be everywhere all at once, instead pick a moment and double down. If you don’t have creative control, how can you lean on publishers and partners to help localise and tailor your messaging so it feels distinctive.
Things I’ve seen in other markets which I thought were missed across AU race season:
Celebrating and sharing the stories of runners
At London, Boston and New York Marathons, brands have spotlighted runners and their stories through street interviews,
Everyone has a reason on race day, not just the elites. Whether it’s someone running their seventh major, the runner who found the sport in a dark time, the double amputee chasing a PB, running for a friend that is fighting and illness - these reasons are what make Marathons so special. Runners’ stories deserve a platform, and if they don’t make it to broadcast TV, social media can easily be that channel
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2. Re-imaging outdated rituals
Runna has tapped into every single rhythm and ritual around race weeks and reimagined them - thinking above and beyond to celebrate their ‘Runna’s’. Race day photography has forever been humbling race photos or an awkward post race selfie. They changed that, giving Runna’s an opportunity to get a FREE professional finish line photo and be celebrated like the elites!
No matter how big or small your budget, there is a place for everyone to play on race day.
From headline grabbing pop-ups, to sideline disrupting stunts. One thing all stand out campaigns had was a clear purpose. Whether it was humor, support or community-building, every activation had a role to play, and that’s what turned their marathon campaigns into brand wins!
Related: Running culture is a blueprint for brand relevance
The sports industry sponsorship openings board gives sports organisations an opportunity to showcase their partnership openings, and brands the ability to discover the right fit.
2XU - Global CRM Manager
Adelaide Crows - Program Coordinator, Adelaide Crows Institute of Sports Business
A-Leagues - Senior Business Development Manager
A-Leagues - Senior Partnership Manager
Adelaide United FC - Commercial Operations Coordinator
adidas - Senior Manager, Digital Activation
AIA Australia - Senior Specialist Brand Marketing – Sponsorships, Events and Ambassadors
Amer Sports - Digital Marketing Executive
Amer Sports - Head of Marketing
Australian Athletics - Partnerships Manager
Badminton Australia - Events & Communications Manager
BasketballWA - Head of Media and Communications
Bastion - Client Manager
Beiersdorf - Sport Sales & Marketing Administrator
BlueBet - Senior Digital Marketing Specialist
Canberra Raiders - Marketing Coordinator
ClassPass - Field Account Executive - Brisbane
Cowboys Leagues Club Limited - Marketing and Loyalty Manager
Cowboys Leagues Club Limited - Marketing Executive
Cricket Australia - Event Specialist, Premium Guest Management
Cricket Australia - Head of Commercial Customer & Digital Growth
Cricket Australia - National Event Operations Coordinator
Dabble - Campaign Manager (Partnerships)
Engage Digital Partners - Social Media Manager - Sports
Fanatics - VP and GM
Football Tasmania - Social Media and Digital Marketing Specialist
Foxtel Group - PR Manager - Sport
Geelong Cats - Media & Communications Manager
Gemba - Analyst
Gemba - Creative
Gemba - Senior Event Producer
Gold Coast Titans - Head of Marketing and Content
Harry the Hirer - Social Media Coordinator
Hawthorn FC - Digital Commercial Lead
Hudl - Senior Account Executive
Interplay Media - Digital Sales Manager - Sport, Gaming & Entertainment Media
IRONMAN Oceania - Signage and Activation Manager
JD Sports Australia & New Zealand - Senior Digital Trade Manager
Launchd - Customer Success Manager
lululemon - Manager, Digital Marketing, AUNZ | 13 Months Contract
Melbourne FC - Graphic Designer
Melbourne Racing Club - Foundation Manager
Moreton Hire - Marketing Coordinator
NBL - Commercial Partnerships Coordinator - Media & Marketing
Netball ACT - Chief Executive Officer
Netball Australia - Chief Commercial Officer & League
Netball Australia - Digital Support
Netball Australia - Legacy Manager (Netball World Cup)
Netball Australia - Schools Engagement Manager (12 month fixed-term)
Netball Australia - Senior Manager - Marketing & Communications (Netball World Cup)
Netball WA - Marketing Lead
Netball World Cup Sydney 2027 - Sponsorship Manager
Nike - Senior Sales Rep, Pacific
North Melbourne FC - Digital Marketing Lead
NRL Touch Football - Digital Services Coordinator
O’Neills Sportswear - Digital & Social Media Manager
Picklebet - Content Production Manager
Queensland Cricket - General Manager Community Cricket and Infrastructure
RACV - Golf & Sports Sales Manager
Reebok - Category Manager (Buyer)
Reebok - Marketing Manager
Southern Cross Austereo - Sport Implementation Coordinator
Sports Entertainment Network - Commercial Manager
Sports Entertainment Network - Digital & Social Media Content Coordinator
Sports Entertainment Network - Partnership Manager
Sports Entertainment Network - Corporate Ticketing Manager
Swimming Australia - Event Coordinator
Swinburne University of Technology - Lecturer, Sport Management
Tabcorp - Digital Platforms and Content Lead
TaylorMade Golf - Marketing Manager
Tennis Australia - Head of Marketing, Events and Commercial
TGI Sport - Account Manager
THE ICONIC - Head of Sports
The West Australian - Sports Sales Executive
Two Circles - Sponsorship Sales Lead
Venues NSW - Event Operations - Event Manager
West Coast Eagles - Partnerships Account Manager
WNBL - Commercial Manager
WNBL - General Manager Operations
Not a subscriber yet? Discover specialised sports marketing insights, tailored for sports industry professionals within Australia and across the globe. If you work in sports for an agency, brand or rights-holder then this is for you.