Member Article

Who should sponsor the Great North Run?

Who should be title sponsor for the Great North Run?

The world’s biggest half marathon is without a title sponsor for the first time in over two decades. Supermarket Morrison’s took the reins from long-serving BUPA in 2015, but ended its four-year deal prematurely, leaving The Great Run Company to hunt for another big name. Who should it be? Healthcare marketing experts and Great North Run veterans Onyx Health share their thoughts.

“Finding appropriate sponsorship for a mass participation health and charity event like the GNR is tricky. It has to be a mutually beneficial arrangement, not just financially, but also where branding is concerned,” advised Karen Winterhalter, Onyx Health’s Director.

“Upon pulling out of the title sponsorship, Morrisons stated that it was ‘focusing on other ways to reach customers’, which suggests that they didn’t get the return on investment they were hoping for. But perhaps they didn’t give it long enough. Bupa did 22 years, and it would have taken some time to get under the public’s skin,” suggested Client Account Manager, Dean Forbes.

“The sponsor needs to align with the values of the GNR, not just hope to gain from the association. Was Morrisons invested enough in public health?” Dean added.

“Branding is all about sending a message about your business. BUPA’s blue and white logo reflects the colours we associate with the NHS, and it was a healthcare provider. It was a good fit and in a way BUPA’s branding became the GNR branding, as it was visible over such a long period and people became very familiar with it. The switch to Morrisons gave a totally different look and feel, which may have failed to attract the public,” said Trevor Pill, Client Campaign Manager.

“The way big brands engage with their customers has changed since BUPA came on board in 1992. Sponsorship was a very direct way to raise awareness and reach out, but now brands must go further with their engagement. It’s not enough to be seen, you have to interact, gather data, and reach customers through multiple channels, digitally and in print, to be heard above the noise,” said Karen.

“Good causes are big business, and every aspect can be monetised. Paying to have your name above the door might not be enough. You need to gain access to email addresses, and be willing to offer something to the public to bring them to your door. I did the run last year, and Morrisons didn’t reach out to me in any meaningful way,” said Dean.

“The title sponsor should be putting something in the hands of the runners at the end of the race. Touching them and establishing a relevant connection,” Karen suggests.

So who should take on the Great North Run sponsorship for 2016, and the extended sponsorship of the 11 other Great Run events that come with the package?

“Timing is crucial, and I’m not sure an eleventh hour deal would pay off. It may generate a few hero headlines, but its ROI that counts and there’s not enough time to capitalise on the build up to the run,” said Dean.

“I agree that it is too late now”, said Karen. “It would have been good opportunity for an established, relevant lower tier sponsor to step up for a good price. Aquapura would benefit from the chance, as water is an essential ingredient for safe and successful running. I always shun the energy drinks and reach for the water, although the odd jelly baby along the way is much appreciated.”

If it’s now too late to benefit from 2016’s run, who should step forward from 2017?

“Whoever sponsors needs to reflect the personality of the Great North Run. It’s about being participating, challenging, energetic, classless and making change for the better. Brands that embody this would look good on top of the Tyne Bridge,” said Karen.

“The Virgin group of companies have the personality to benefit from the GNR association,” said Dean. Virgin Money already covers the London Marathon, but it could be a boost to Virgin East Coast trains to be associated with something fast moving and people-focused. It’s all about bringing the runners to the North East.”

“Brands like FitBit, who dominate the sports wearables market can capitalise on the build up to the run and help with the training process and could get quite creative in encouraging none participates to use their devices to get fit to take part in the shorter runs or the Great North weekend challenges,” suggested Trevor.

“EE is a candidate that can use its communications reach to profit from GNR sponsorship. Apps and customer engagement could have a genuine impact on the motivation of runners and encourage new sign-ups,” said Karen.

Karen thinks the GNR could help improve brand image: “Companies seeking to boost their health credentials could step up. Greggs is in the ideal position of having North East roots and is also introducing more healthy options into their range.”

Dean has one last suggestion: “Vitality, Prudential’s life insurance arm, have a good opportunity to take over from BUPA and promote their modern take on health cover and health apps.”

Do you agree with the Onyx Health team? Might we see a last minute stand-in or will the title sponsor package disappear for good?

Onyx Health is based at Hoult’s Yard, in the Ouseburn area of Newcastle-upon-Tyne and are recent sponsors of the Bright Ideas in Health Awards. The team work with a range of local and international clients, including Quantum Pharma, PolyPhotonix and Clinigen Group. They offer a range of specialist health marketing communications services for niche and growing healthcare companies. Visit their website or call +44(0)191 640 3638 for more information.

This was posted in Bdaily's Members' News section by Onyx Health Ltd .